As long as publishing has existed, a form of content strategy has existed alongside it. Content strategy is a formal way of saying “good storytelling with marketing ambitions.” To discuss the origins and timeline of content strategy can be a bit murky. But, the evolution of society and people’s needs has brought the term to the forefront. With publishing houses and newspapers aplenty in the city, content strategy in New York is a firmly grounded activity.
In the late 1990s, companies across the United States bandied about the term “content strategy.” They then began to hire content strategists. In addition, Dr. Mark McCormick wrote A Unified Field Theory of Content Strategy. The term surfaced at this point, but the application of the term has much older roots.
John Deere’s The Furrow is often credited with the earliest days of content strategy. Although, the term was not employed at the time. The first issue, published in 1895, consisted of John Deere advertising, articles, and agricultural tips. These were all aimed at the American farmer. Still in print today, this magazine is distributed in 40 countries.
Existing evidence shows that content strategy was in effect before The Furrow. For example, in 1732, Benjamin Franklin published the annual Poor Richard’s Almanac. With its weather forecasts, household tips, and puzzles, it delighted the American colonies. Its ultimate aim was to promote Franklin’s printing business. More than a century later, in 1887, the New York-based publication Scribner’s Magazine provided a detailed look at the activities of well-known authors of the time. These authors included Edith Wharton, F. Scott Fitzgerald, and Ernest Hemingway. However, the magazine developed from a marketing ploy to boost sales of the authors’ books that Scribner published.
Newspapers are the quintessential content strategists. Despite the advent of the digital age, newspapers continue to adapt to suit the demands of their consumers. For example, The New York Times has organized its online content to adhere to the fundamentals of proper SEO site structure. Some of the newspaper’s content targets specific states or cities, such as basic information and major news about Utah. This pops up instantly with the appropriate keyword engine search. Additionally, The New York Times blends short-form with long-form writing. They recognized the timelessness of certain stories that require more in-depth research, interactive graphics, and videos. Take The New York Times’ “Snowfall” piece about the 2012 avalanche in Washington as a prime example. It is a model long-form piece to which other newspapers have aspired.
Another New York-based company that utilizes content strategy to great appeal is TED. Its business is all about “ideas worth spreading,” and this is also true of the company’s marketing approach. The rationale for TED’s approach is simple: people love to tell, hear, and share interesting stories. Numerous videos of TED speakers on YouTube get tens of millions of likes and, ultimately, the attention of viewers worldwide.
Various marketing companies in NYC are devoted to helping businesses utilize effective content strategies. According to 2018 reviews on the Clutch website, the top marketing companies under the “content company New York” label include Scripted, S&G Content Marketing, and Column Five. Their taglines speak volumes about their missions.
Ultimately, despite the differences in verbiage, their goals are similar: to share stories that generate an impact.
Web Content Development is a full-service marketing company with a plethora of services, including content strategy and brand management. If your New York-based company requires a fresh look at storytelling to compete and remain successful, contact us at 1-800-316-9664 or info@webcontentdevelopment.com for further details.