We are working with a client to develop a content marketing strategy for multiple business units in the organization. The first step was for our client to talk with the presidents of the various business units to understand their strategic objectives. With that information, we will be in a strong position to identify a content marketing strategy specific to each business unit’s needs.

In Search of Strategic Objectives

One business unit president described his objectives as including employee retention, improving a critical aspect of the brand experience, and addressing a significant cost area. During the discussion, he apologized for not having any strategic objectives. He reported being too focused on near-term issues to have developed any strategic objectives to tackle.

His comment prompted a question from our client about whether something was wrong with the conversation since it did not lead to identifying any strategic objectives for the business unit.

My response was the conversation was incredibly successful and yielded exactly what we were seeking. For each area the president listed, there were natural content marketing opportunities.


What are Strategic Objectives?

Why didn't the business unit president realize he had strategic objectives on his list? Why didn’t he see initiatives tied directly to the brand, its people, and significant factors for its financial success as strategic?

My suspicion is the business unit president didn’t think he had strategic objectives because nothing addressed growth, innovation, or things that would only come to fruition years in the future. It seems evident that he operates under a mistaken belief about what is strategic and what is not. He is not alone; many executives labor under that misunderstanding.

3 Helpful Questions

We have covered ways to identify what is strategic using various questions and criteria. This new situation suggested a three-question exercise to identify likely strategic initiatives and objectives. Simply ask these three questions about an opportunity:

  • If we do not pursue it, will its absence be widely noticeable?
  • If we do pursue it, will its impact be widely noticed?
  • If the underlying situation or opportunity is ignored, will it create significant issues?

If you get three "Yes" answers, it is a safe bet you have a strategic issue on your hands. Two “Yes” answers suggest a borderline strategic issue. If you cannot justify even one "Yes" to the three questions, it is likely not a strategic issue.  – Mike Brown


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