My third book — Master Content Strategy: How to Maximize Your Reach and Boost Your Bottom Line Every Time You Hit Publish is now available and the content marketing lifecycle is an overarching theme.
It’s a companion to my first book, Master Content Marketing.
Master Content Marketing is about how to get your content created. Master Content Strategy is about how to map out a sustainable content strategy that moves you closer to your business goals.
In today’s post, I’m sharing a chapter from the book which explains one of its core concepts — the Lifecycle Approach to Content Strategy.
It’s not easy to link to resources in a book — but in this article, I was able to link to lots of additional resources for you to explore. Enjoy!
Back in the last millennium, I found myself expecting my first child.
It was an exciting and confusing time. In the process of growing a baby, your body does all these strange things! Foods you once loved suddenly disgust you. Smells you enjoyed begin to make you queasy. And you crave weird things you’ve never craved before.
I was living far away from my mother and any female relatives, so I had no one to confide in. In the midst of the week-by-week upheaval, I found consolation in a book called What to Expect When You’re Expecting.
It was chock-full of (almost) too much detail about every month of pregnancy. It gave context to the changes I was experiencing as my child grew and developed — it helped me realize they were all normal. Knowing that these strange changes were something every mother lived through helped me take the changes of pregnancy in stride. It was all part of my new reality and completely normal.
In this book, we’re going to take a What to Expect… approach to content strategy. The more I thought about how to teach this topic, the more I realized that there’s no single approach to content strategy that will work for every type of business.
This is how the content marketing lifecycle approach was born.
Instead, it’s most useful to think about content strategy as something that evolves over time, during the lifecycle of your website as it grows and develops. I’m going to approach this topic from what you — as a content creator — can expect as you manage your website through its stages of growth.