Treasure maps get all the glory. After all, without a treasure map, how else is the young adventurer supposed to find where that chest of doubloons is buried. X marks the spots, you know the drill. But what about the lowly shovel. Though never taking center stage in any story, the shovel is still a necessary part of the treasure gaining process. Without a shovel, how are you supposed to dig up the buried treasure? Without a shovel, a treasure map is essentially worthless.
Sure you know where the gold is buried, but without a shovel you have no way of getting to it.
Coincidentally, your content strategy is a lot like a treasure map. Obviously you aren’t going to find your content strategy stuffed inside an empty rum bottle; but like a treasure map, your content strategy does outline the steps you need to take to find true content success.
However, a content strategy will only take you so far. I’ve seen too many people create a content strategy and then assume that success is already theirs, “We’ve got our content strategy right here! The gold is ours!” A strategy is only part of the success equation, at some point you’re going to need to put down the map and start digging.
There are few authors I’d recommend buying their books based solely on who they are and what they know. But Mitch Joel is one of them. With his first book, Six Pixels of Separation (Business Plus, 2010) he solidified his reputation as one of the leading minds in digital marketing. His new book, CTR ALT DEL: Reboot Your Business. Reboot Your Life. Your Future Depends On It (XXXX, 2013) Joel is at it again, telling us what we need to know to be successful tomorrow, not just today.