Glossary
Content strategy
What is Content Strategy?
Content strategy is the planning, creation, delivery, and governance of useful, usable content across channels and touchpoints. It answers what content is needed, who it is for, how people will find it, and who will keep it accurate.
How it works
Content strategy encompasses
- editorial planning (what content to create and why),
- content modeling (structuring content for reuse across channels),
- voice and tone guidelines (how content should sound),
- governance (who creates, reviews, approves, and retires content),
- and measurement (how content performance is tracked).
Copywriting shapes individual pieces. Content strategy also covers the decisions around those pieces: their purpose, structure, maintenance, and retirement.
Applied example
A software company could audit its help center, identify outdated or overlapping articles, and plan revisions, consolidation or removal. It should measure whether the resulting content helps users.
Why it matters
Publishing more is easy. Keeping an expanding collection useful takes decisions about what to update, combine, and remove. A content strategy assigns that work and checks whether it helps users.