What is a content strategy? There are a multitude of definitions out there, but here is my take:
A content strategy sets out how content should be created, managed and used to effectively to achieve set business objectives.
What does this mean?
Basically, all organisations produce content for a variety of audiences (internal, stakeholder, customer, public etc.) but without clear guidelines and planning it can be difficult to:
- be consistent;
- achieve and measure effectiveness, and;
- improve over time (optimise).
A good content strategy does not need to be a big document, but like most goals, having something written down on paper means you are more likely to achieve it.
It is also important to acknowledge that a content strategy is different from a content marketing strategy, although the two do overlap. A content marketing strategy is a marketing strategy that leverages content to build and deepen customer relationships. A content strategy on the other hand, is more holistic and includes the foundation of governance and accountability that a content marketing strategy is built on.