Content Strategy.

Content strategy is the comprehensive planning framework for creating, publishing, distributing, and governing content across an organisation. It defines what content will be created, for whom, in what formats, on what channels, with what resources, and how success will be measured. A content strategy ensures that every piece of content serves a defined business and audience objective.

Components of a Content Strategy

A robust content strategy includes: audience personas and journey mapping; keyword and topic research; content types and formats per channel; editorial calendar and production process; team structure and content ownership; distribution and promotion approach; content governance and quality standards; measurement framework and KPIs; and content maintenance and refresh schedule.

Content Strategy vs. Content Marketing

Content strategy is the broader discipline that encompasses content marketing. Content marketing focuses on creating and distributing content to attract audiences; content strategy determines all the processes, structures, and decisions that make that content production sustainable, coherent, and effective at scale.