At its best, a content strategy defines:

  1. key themes and messages,
  2. recommended topics
  3. content purpose (i.e., how content will bridge the space between audience needs and business requirements)
  4. content gap analysis,
  5. metadata frameworks and related content attributes,
  6. search engine optimization (SEO), and implications of strategic recommendations on content creation, publication, and governance.

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The Discipline of Content Strategy

alistapart.com

in her groundbreaking article, Content Strategy: the Philosophy of Data, Rachel Lovinger said:

The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.

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David Campbell, the founder of Saks Fifth Avenue, said, “Discipline is remembering what you want.”

When it comes to creating and governing content, it’s easy to forget what we want, or even worse, to settle for less.

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