What Exactly Is Content Strategy??

For the last few years, one of the big buzzwords in web development has been content strategy. But what exactly is it?

It depends on who you ask. The queen of content strategy, Kristina Halvorson, says content strategy encompasses editorial strategy, web writing, metadata strategy, search engine optimization, content management strategy, and content channel distribution strategy. She's also included, at one time or another, workflow, businesses goals, politics, what competitors are doing, and governance. Jonathan Kahn includes requirements gathering and creating personas. Some even include information architecture.

In fact, I found one article titled "10 Definitions of Content Strategy." Seriously??

I tend to take a simple approach to content strategy. With limited resources — many of our agencies have part-time content managers — there's no way that a team of one can do all the things on Halvorson and Kahn's list. Content strategy is just a strategy to approach your content.

That means:

  • What content needs to be on your website? What doesn't need to be there?
  • How often do you update your content?
  • When does content need to be added or deleted?

Focus on these 3 tasks, and you'll find that your content is not only more focused and updated, but it will also be more closely aligned with your agency's goals — without memorizing 10 different definitions.

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