Content Strategy

What is Content Strategy?

Content strategy focuses on the planning, creation, delivery, and governance of content. Content not only includes the words on the page but also the images and multimedia that are used. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website.

What is Content?

Content is information that is relevant in a given context and has a form shaped by the medium through which it’s transmitted.
Likewise, the material you include in a piece of content has to reflect the medium and form – you wouldn’t publish an in-depth guide to a complex topic in a Twitter thread. It also has to make sense in the context of the target audience you want to reach. For example, at MarketMuse, we want to reach content teams, SEO teams, and digital marketers.

  • A content strategy is an all-encompassing approach for creating content that drives key business objectives.
  • Content strategy is the higher-level planning process. In comparison, content marketing is the nuts-and-bolts process of creating, publishing, and promoting content.
  • SEO is vital throughout the content strategy development process because it helps you identify how your audience searches, and it amplifies the content you create.

Content plan

In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.