The 7A’s of Content Strategy

When creating top-quality content, it is essential to plan your strategy and create quality work in a structured way. 

Thanks to a recent course I am studying in The Strategy of Content Marketing from the University of California (thanks to Coursera’s platform), I´d like to share the following lesson on the 7As of content strategy any content professional should consider before they jump into the creation process. 

The following are the 7A’s that should be covered when managing and publishing outstanding content: 

1. Agile - Think quick and adapt swiftly. Collect data and analyze which of your content works and do more of it. At the same time, study what doesn´t work and if it can be improved or recovered in any manner. If it cannot, don't be sentimental and move on to something with a better ROI. 

A great example is if your website writes about different sports and for some reason, your reviews about curling don’t obtain a single page view. Even if you are a die-hard fan of this sport (let’s face it - it is aimed for a reduced niche), but it does not convert, move on to what does. 

2. Authentic - Write content using your strengths. You should create business communication with a human voice. It should never be bland, mediocre mass-produced advertising. You create authentic and trustworthy content when you try to stand out with your uniqueness and honesty, not by desperately trying to fit in.

3. Attention - Once you nail the editorial quality of your content you should also strive to make it visible. Play the Search Engine game. Use all the SEO good practices to your benefit. Remember always “white-hat SEO”.

Use the following good SEO practices to your advantage: 

• Headline

• Links

• Bolds

• Images

• Infographic

• Video

• Visually aesthetic site design

4. Audience - Study your audience and segment them according to their behavior. This technique is very related to our first point (Agile). See how they reach your site, and how they interact. Check the user journey and how to improve the content to improve important KPIs such as Time-On-site, bounce rate, or conversions. 

It is useful to segment your audience in the following manner: 

• Leads

• Prospects

• Current customers

• Past customers who now advocate your products or services

• Second customer (Do not buy it, but still promote it)

5. Authority - Not to be confused with arrogance. Don´t be afraid to claim your position as an expert on the matter. Even better, be a likable expert. Stay humble but do not hide you know what you are talking about. Authority can be understood in two different manners: 

Claimed Authority	Designated Authority
Authority is bestowed upon you based on your experience and position	You earn your authority by working for it. You prove it with your hard work and obtain results
You fit in into what people expect of you	Your initiative makes you stand out

Claimed Authority usually comes formally with a senior position. On its own, it’s naturally not bad but should always be complemented with the “Designated Authority” that usually comes with meritocracy. 

6. Action  - Unless you write for a non-profit blog, your content should lie in tune with the business objectives of your organization. This means to ensure the tone of your content matches and facilitates conversions and Calls to Action (CTA). 

This could be summed up by facilitating your landing page facilitates sales, affiliations, email sign-ups). This is ensured by having a proficient UX writer who writes simple, efficient copy that calls for quick action. 

Editorially, you should check that you present your product or service attractively and persuasively. Become a student of persuasion to ensure your creativity brings economic success to your organization.

7. Acceleration - The last A is designed to go beyond the mere act of creating copy. It is aimed at creating positive synergy with fellow content professionals. Exchange your ideas, initiatives, and innovations.

Don´t be cocooned at your desk writing (albeit awesome copy). If you do not share what you are doing or how you are achieving it, you will get left behind. Copy creation or edition, like many creative and business-related activities, must exist in a shared open environment. 

Think of a talented chef. If he decides simply to stay within his restaurant and never share his recipes on a YouTube channel or attend trade fairs to exchange ideas or methodologies, chances are eventually he will fall behind other more outgoing cooks. 

Networking is key to obtain inspiration and refreshed knowledge in the industry. Organizing forums on professional networks like Linkedin or attending informal meet-ups or conferences to present your ideas or initiatives are fantastic. 

From personal experience having assisted conferences on content creation and organized informal chats and meet-ups I can only advocate its benefits.