I admit I stole the photo from a great blog written by Tenessa Gemelke with Brain Traffic entitled 'When Words Fail'. To me it provided relevant context for the importance of planning effective content strategy because it has the potential to change the entire spirit of communication. Content isn't just words and information, it is the diligent approach to messaging; it serves a purpose and provides guidance to its audience.

Words can be very quickly misunderstood and that can lead your users in the wrong direction, confused and unconnected to your goals and overall objectives. Words and content can make or break your web presence. They set the tone, guide the user and allow for better engagement with your audience. Good content strategy can be your differentiator if done correctly and can ultimately set you apart amongst the noise.

Content strategy has to be part of the design thinking process, part of the entire approach to web development and design. It is as critical as how something is graphically designed or how it gets coded. Content strategy is integral in the web design and development process and if done correctly also complements traditional and online marketing integrations in a way that allows for the deepest levels of engagement. It can mean the difference between how traditional media integrates with online media and marries in a way for the ultimate user experience. Let's face it. Content rules.

Content strategy is part of our fabric. We believe it is a critical piece of the entire Design Thinking philosophy and part of our approach in every client engagement. For content to be most effective, it is critical to know where you want your business to be and how you expect growth. Know where your online audience lives and works and plays. Know what they want to see, hear and understand. Know how they want to consume information. Know what they want to know and how they look for data. Then…use content as a strategic arsenal to get there.

Content rules in today's hyper-interactive environment. It has made people rich. It has caused people heartache. It has misguided and guided. But at the end of the day, perception is reality and content can provide a clear path to success if done strategically.