Why make content strategy part of your organization? Of course, it’s the right thing to do for your users or customers but, just as importantly, you’ll enjoy a host of benefits. To encourage your organization to adopt content strategy, I’m sharing the top three benefits of content strategy I’ve seen over the past four years.

I’m sharing these benefits not in order of priority but in the order your company or organization likely would experience them. Content strategy is like aging fine cheese or excellent wine. As it matures, it gets even better than you hoped.

1. Saving Time and Money in Operations

The most immediate benefit, you’ll experience

Faster buy-in from executives and stakeholders around a project, such as a website redesign, because they are aligned around the content strategy.

More efficient use of your resources as you clarify workflows and processes, rather than lengthy meetings and deliberations or last-minute panic modes.

More efficient content creation and maintenance, as you focus on creating the right content rather than lots of content (or, in many cases, duplicate content).

More consistent content structure and messaging thanks to better coordination across business units and silos.

Reduced risk of investing in publishing and maintaining content that doesn’t work or in paying for redundant content efforts.

Reduced risk of not having the right content when you need it and causing confusion that interferes with a sale or causes customer service or support inquiries.

More cost effective sales lead generation or recruitment and increased adoption of customer self-service.

2. Influencing Your Customers or Users

As you progress in implementing your content strategy, your content will have an impact on what your customers or users think and what they do. Without having such an impact, no company or organization can succeed. Sales, donations, adopting healthy behaviors—whatever your organization wants to achieve—will not happen without influencing your customers or users. More specifically, the benefits include…

Building a Good Reputation or Brand Equity

Reputation or brand is critical to any organization’s success. Your web content and communications forge that reputation for many people. When you provide quality content, you become a trusted, responsive expert or advisor. When you provide moments of fun, entertainment, or delight through content, you enhance a likable brand personality.

Winning Conversions for Sales, Donations, Recruitment, and More

If you know how to offer the right content for people deciding whether to convert, more people will decide in your favor.

Earning Loyalty

Keep up that reputation and you’ll earn users’ trust. That trust is critical when you’re asking them to buy your product, consider your opinion or act on your recommendation. It also makes handling small mistakes during a long customer relationship much easier. This benefit is even more valuable when you consider that loyalty programs have proven ineffective.

Getting Ahead of a Crisis

Regularly plan for influential content, and you’ll be at least hours ahead in communication when crisis strikes. A crisis is stressful enough without having to muddle through new content approaches, too.

Attracting More of the Right People

As your customers or users share your influential content, they attract more customers or users like them to it. Your content such as reviews, case studies, quotes, and comments helps people identify with existing customers or users and, ultimately, see your relevance. You attract not only more people, but the right ones—the ones who match your organizational or business goals.

Helping People Make Better Decisions

Many sites aim to help people choose what is best for them and their loved ones. Influential content will help you gently direct people in those choices.

3. Gaining Valuable, Lasting Business Assets

This next category of benefits from content strategy is the most strategic. McKinsey’s report Measuring the Full Impact of Digital Capital argues that digital capabilities should be viewed as assets, not expenses. I see content (including the content itself, the customer or user data related to it, and your capacity to use that content and data strategically) as such, which I explained in this post. What does this content capability gain you?

Competitive Advantage

An organization that has the agility to provide customers with the right content in the right place at the right time will have a serious advantage over competitors that don’t. When the majority of sales research, for example, happens online, you will be in trouble if you don’t offer informative, influential content.

Innovation Potential

When you understand who is using your content and how, you have insights that can inform ideas for new products or services (content based or not). I have no doubt, for example, that insights American Express gained from their Open Forum (essentially a digital magazine for small businesses) informed their products and services for small businesses.

So, content strategy offers a bounty of benefits. Some advantages happen immediately, while others take time to evolve and bring you a full reward. Regardless of which benefits interest you most, the sooner your organization develops and starts to implement content strategy, the sooner you will enjoy them.

Originally published on the now-archived Content Science blog in May 2014.

The Author

Colleen Jones is the author of The Content Advantage and founder of Content Science, a content intelligence and strategy firm that has advised or trained hundreds of the world’s leading organizations since 2010. She also is the former head of content at MailChimp, the marketing platform recognized by Inc. as 2017 Company of the Year. A passionate entrepreneur, Colleen has led Content Science to develop the  content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy.

Colleen has earned recognition as an instructor on LinkedIn Learning, one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication’s Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations.

Follow Colleen on Twitter at @leenjones or on LinkedIn.

This article is about



We invite you to share your perspective in a constructive way. To comment, please sign in or register. Our moderating team will review all comments and may edit them for clarity. Our team also may delete comments that are off-topic or disrespectful. All postings become the property of
Content Science Review.

Partner Whitepapers

Writing with Feeling: A Guide to Emotive Language for More Effective Content

Content that uses emotive language performs nearly twice as well as purely factual content. Learn more in this guide from Acrolinx.

From Intent Fracture to Cohesive Content Clusters

Learn why one page is rarely enough to rank for competitive topics and how to build a content cluster that positions you as an authority in this MarketMuse whitepaper.

The 3 Elements of Content Intelligence

Make better content decisions with a system of data + insight.

Digital Transformation for Marketing

Your content approach makes or breaks your digital transformation. Learn why intelligent content strategy + engineering are critical to your success.