<ul><li>Editorial strategy defines the guidelines by which all online content is governed: values, voice, tone, legal and regulatory concerns, user-generated content, and so on. This practice also defines an organization’s online editorial calendar, including content life cycles</li></ul>

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.

Take Up the Torch

Web writing is the practice of writing useful, usable content specifically intended for online publication. This is a whole lot more than smart copywriting. An effective web writer must understand the basics of user experience design, be able to translate information architecture documentation, write effective metadata, and manage an ever-changing content inventory.

At its best, a content strategy defines:<ol><li>key themes and messages,</li><li>recommended topics</li><li>content purpose (i.e., how content will bridge the space between audience needs and business requirements)</li><li>content gap analysis,</li><li>metadata frameworks and related content attributes,</li><li>search engine optimization (SEO), and implications of strategic recommendations on content creation, publication, and governance.</li></ol>

Content strategy defines:

Content management strategy defines the technologies needed to capture, store, deliver, and preserve an organization’s content. Publishing infrastructures, content life cycles and workflows are key considerations of this strategy.

in her groundbreaking article, <a href="http://www.boxesandarrows.com/view/content-strategy-the">Content Strategy: the Philosophy of Data</a>, 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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