Content strategy
Content and brand
Content and brand
A content strategy sets out what you publish about, for whom, with what goal and in what format — so individual pieces add up to something.
It answers four questions: who do you want to reach, which questions do they have, which of those can you answer credibly, and what should it deliver. Topics, channels and planning come after that.
A workable strategy also picks what you skip. Topics you have nothing to say about, or channels you cannot keep up, cost more than they return.
Maintenance is part of it. Updating existing pages often returns more than a new piece, because they are already findable and already get visitors.
In practice
A strategy that is really just a calendar. Planning is execution; the strategy is the choice that comes before it.
Related terms
- ContentContent is everything you publish to inform, help or persuade someone: text, images, video, audio, tools and everything in between.
- Content calendarA content calendar plans what you publish, when, for whom and with what purpose.
- Content marketingContent marketing means attracting visitors and customers with material that genuinely helps them, rather than a direct sales message.
- Search intentSearch intent is what someone actually wants from a query: to learn something, compare options, navigate somewhere or buy.