Content strategy determines why a company creates content, for whom, about what, in what formats, and how it reaches its audience. Without it, content is created based on whatever occurs to whoever, results fail to materialise, and after six months the activity winds down. A usable strategy answers five questions: what business goal the content should support, what questions and concerns customers have at each stage of decision-making, which topics the company can handle better than the competition, what formats and at what frequency it can manage with the available capacity, and how the content reaches people, since publishing alone is not enough. The final component is the method of evaluation – not visit counts, but the contribution to enquiries and deals. The strategy should be concise and revised at least once a year.
See also: Editorial calendar, Content pillars, Content audit.
