Your Information Strategy: How to Define it and Measure It
Information is the distillation of data into simple, easily understandable information. Technically, information are facts and quantitative data which are processed to information, including totals and summaries. But just as information can be the raw material for another person’s project or job, so too can it be the pure, unprocessed material for another’s analysis. It’s important to keep this in mind when considering the use of information in your marketing campaigns and product development.
As with any marketing or sales strategy, the information you present should stand out, be clear, concise, and easy to understand. Remember, your information sources should be verified by others before making a final presentation to the sales or marketing departments. The more sources of information you have, the easier it will be for your prospects to get the information they need. Additionally, your information sources should be well organized and clearly written. Your marketing and sales letters, posters, brochures, pamphlets – whatever you choose to distribute – should be easy to read, organized, brief, and easy to understand. In addition, they must also tell your story in a way that engages the reader and moves them toward a specific action.
As you create your own information strategy, keep these three goals in mind. Make sure to include a statement of purpose as a focal point in your information plan, then use your information resources to support your purposes. Finally, constantly monitor your effectiveness through measuring your results. Once you’ve determined what areas you need to improve on, then you’re ready to put your information strategy into place.