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What is content strategy?

Content strategy guides the creation, delivery, and governance of useful, usable content.

Depending on who you are or what you need to do, content strategy can prioritize a few different things:

  • Content strategy defines how you're going to use content to meet your business (or project) goals and satisfy your users' needs.
  • Content strategy guides decisions about content throughout its lifecycle, from discovery to deletion.
  • Content strategy sets benchmarks against which to measure the success of your content.

How does content strategy work?

Content strategy works by connecting the content you are trying to create and manage to the people who are doing the creating.

  • Substance: What kinds of content do we need (topics, types, sources, etc.)? What messages does content need to communicate to our audience?
  • Structure: How is content prioritized, organized, formatted, and displayed? (Structure can include IA, metadata, modeling, linking strategies, etc.)
  • Workflow: What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?
  • Governance: How are key decisions about content and content strategy made? How are changes initiated and communicated?

This definition was adapted from Content Strategy for the Web by Kristina Halvorson and Melissa Rach.

Want to learn more about content strategy? Attend Confab or join the community!

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