World AIDS Day 2020, Ending the HIV/AIDS Epidemic: Resilience and Impact
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As we kick off a new year, this is the perfect time to create a new content strategy for all of your communication channels.
A content strategy is more than just an editorial calendar or a series of social media posts—it's a comprehensive approach to creating, publishing, and managing all of the content you create. It's also an essential tool of proactive communication planning.
Usability.gov defines a content strategy as focusing "on the planning, creation, delivery, and governance of content," with the goal of creating "meaningful, cohesive, engaging, and sustainable content." Essentially, it's the "the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry."
"Content strategy is important because, in a world where there is a lot of noise, it can be hard to break through and reach your audience. With an effective content strategy, you can ensure your constituents will receive the right message at the right time. NASTAD's content strategy focuses on relevant, interesting, and engaging moments that resonate with our audiences." - Howard Winchester, Communications Associate at NASTAD.
A sound strategy can help you increase the effectiveness of your content by providing a guide to how, when, and on what topics you'll be creating content. It can also help you use your internal resources (such as staff time) more effectively.
Every organization has different goals, needs, and audiences. But there are some best practices that work for organizations of all sizes and budgets. When writing your content strategy, remember to:
When it's time to implement your strategy, don't forget these helpful tips from Usability.gov on creating effective content:
If you need help writing, refining, or evaluating your content strategy, make a Virtual Office Hours appointment or stop by one of HIV.gov's social media labs at an upcoming conference. More details on our social media lab schedule coming soon!