Digital Content Strategy. Simplicity over Complexity

Oksana Razina, Mohammed Al-Husban, Margaret Ross, Shakeel Ahmad

Research output: Chapter in Book/Report/Published conference proceedingConference contribution

Abstract

The significance of content strategy has been predominant in business sources; this, however, is not manifested in business environment by small and medium-sized enterprises (SMEs) and some larger organisations.

Encountering with the expansion of the big data and highly-technically developed website users, organisations need to be able to manage their content strategically to be successful for the long-term. Thus, the application of the quality digital content strategy model or framework is paramount. This empirical study explores the contextual and rather multi-faceted nature of content strategy, captured by theoretical approach and the practical one, presented by views and opinions of SMEs and local businesses from multiple business contexts.

This paper also investigates the most current practical issues that hinder successful content management, using existing content strategy models and unfolds the difference between having a static universal definition of content strategy and the dynamic contextual implementation which could be used by businesses. Finally, the paper offers a hyper-dynamic multi-tier digital content strategy framework that would assist in this complex and detailed process, offering simplicity over complexity. The framework brings numerous advantages, including the development of knowledge and return on investment (ROI).


Original languageEnglish
Title of host publicationInternational Experiences and Initiatives in IT Quality Management
Subtitle of host publicationSQM
Place of PublicationSouthampton
PublisherSouthampton Solent University
Volume27
Publication statusAccepted/In press - 2019
EventInternational Experiences and Initiatives in IT Quality Management: SQM 2019 - Solent University, Southampton, United Kingdom
Duration: 15 Apr 201915 Apr 2019
Conference number: 27

Conference

ConferenceInternational Experiences and Initiatives in IT Quality Management
CountryUnited Kingdom
CitySouthampton
Period15/04/1915/04/19

Fingerprint

Simplicity
Digital content
Small and medium-sized enterprises
Empirical study
Return on investment
Web sites
Business environment
Content management

Cite this

Razina, O., Al-Husban, M., Ross, M., & Ahmad, S. (Accepted/In press). Digital Content Strategy. Simplicity over Complexity. In International Experiences and Initiatives in IT Quality Management: SQM (Vol. 27). Southampton: Southampton Solent University.
Razina, Oksana ; Al-Husban, Mohammed ; Ross, Margaret ; Ahmad, Shakeel. / Digital Content Strategy. Simplicity over Complexity. International Experiences and Initiatives in IT Quality Management: SQM. Vol. 27 Southampton : Southampton Solent University, 2019.
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Razina, O, Al-Husban, M, Ross, M & Ahmad, S 2019, Digital Content Strategy. Simplicity over Complexity. in International Experiences and Initiatives in IT Quality Management: SQM. vol. 27, Southampton Solent University, Southampton, International Experiences and Initiatives in IT Quality Management, Southampton, United Kingdom, 15/04/19.

Digital Content Strategy. Simplicity over Complexity. / Razina, Oksana ; Al-Husban, Mohammed; Ross, Margaret; Ahmad, Shakeel.

International Experiences and Initiatives in IT Quality Management: SQM. Vol. 27 Southampton : Southampton Solent University, 2019.

Research output: Chapter in Book/Report/Published conference proceedingConference contribution

TY - GEN

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AU - Ross, Margaret

AU - Ahmad, Shakeel

N1 - Keywords – Digital content strategy model, content marketing, content analysis, small and medium-sized enterprises (SME), website content management

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AB - The significance of content strategy has been predominant in business sources; this, however, is not manifested in business environment by small and medium-sized enterprises (SMEs) and some larger organisations. Encountering with the expansion of the big data and highly-technically developed website users, organisations need to be able to manage their content strategically to be successful for the long-term. Thus, the application of the quality digital content strategy model or framework is paramount. This empirical study explores the contextual and rather multi-faceted nature of content strategy, captured by theoretical approach and the practical one, presented by views and opinions of SMEs and local businesses from multiple business contexts. This paper also investigates the most current practical issues that hinder successful content management, using existing content strategy models and unfolds the difference between having a static universal definition of content strategy and the dynamic contextual implementation which could be used by businesses. Finally, the paper offers a hyper-dynamic multi-tier digital content strategy framework that would assist in this complex and detailed process, offering simplicity over complexity. The framework brings numerous advantages, including the development of knowledge and return on investment (ROI).

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Razina O, Al-Husban M, Ross M, Ahmad S. Digital Content Strategy. Simplicity over Complexity. In International Experiences and Initiatives in IT Quality Management: SQM. Vol. 27. Southampton: Southampton Solent University. 2019