Halvorsen says all organizations need a content strategy

content strategy

I started this book a while back, but got distracted by the rest of my life before getting past chapter one. I don’t work directly on web projects, and had to prioritize my reading.

But I found a blog post from the author the other day that blew me away and made me pull the book out so I could try to absorb her wisdom.

Of course, when I told my husband about Kristina’s insight he reminded me that he’s been saying something like this for a while. Content strategy is only the beginning, he says. Organizations really need an editorial strategy: not just the what but the how and the for whom.

And since he’s always right about these things, I now know how to focus my web studies. At least for the next few months.

My favorite quotes from Kristina’s post are below.

Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.

They don’t have a content strategy.

And they need one, because

…more than ever before in the history of commerce, content has become one of our most valuable business assets.

Content strategy is, in fact, the next big thing by Kristina Halvorsen, Brain Traffic blog

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2 Responses to “Halvorsen says all organizations need a content strategy”


  1. 1 Guy LeCharles Gonzalez April 20, 2010 at 9:58 am

    It’s been interesting watching the evolution of “content strategy” outside of the publishing world, because what’s always been missing from it until recently was the curatorial aspect, aka EDITORS. As brands realize they can be “publishers”, too, traditional publishers are going to find themselves losing some of their best people to more interesting, higher-paying jobs.

    Along with Halvorson, I’m also like Erin Kissane (http://incisive.nu/about/), who doesn’t blog often enough, and Joe Pulizzi (http://blog.junta42.com/).

    PS: Great seeing you last week at the Forum! Glad you were able to make it, and especially thankful for your contributions. 🙂

    • 2 Stacy Boyd April 20, 2010 at 10:25 am

      I think you’re right about there being more opportunities for those with curatorial and other editorial skills.

      The folks who love books aren’t usually in it for the money, but “more interesting” plus a wider scope for creating/sharing stories will be the true temptation.

      P.S. The forum was great! Great ideas for long-term and the specifics of projects I’m working on now. Can’t wait to see what’s up next!


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I work as an editor at Harlequin, but the posts on this site are all mine and don’t represent my employer's positions, strategies or opinions.
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