Content strategy is a way of bringing the right content to the right person and the right place at the right time with the right context. It’s a term tha covers the planning, the development and the management of content.
The discipline of content strategy grew from the need for more concrete plans, structures, and organization of content published digitally. It was a response to how content publication has evolved.
On the web, however, everything is fluid. We can’t control the devices or platforms people use to access our content or make assumptionsabout how they’ll access our content in the future. Our most common publishing mediums have evolved from static to dynamic, and our process needs to reflect that. In the modern web design process, content strategy kicks in at the planning stage and plays a role throughout the entire process from ideation to design and development through publishing and maintenance.
If the modern web design process is a circular path, content strategy is a ball that rolls along that path. Today, content strategy overlaps withand provides frameworks, structure, and content to existing disciplines like information architecture, user experience design, content management, and marketing. While content strategy and the content strategist can be a distinct position within a team, the role is just as often assumed by an information architect, user experience designer, marketer, or other team members, and all of these roles can benefit from an in-depth understanding of a content strategy.
Why? Let’s consider an expanded definition. Content strategy is about bringing the right content to the right person at the right time, in the right context, and making sure it’s accurate, up-to-date, and appropriate through ongoing engagement. For this to happen, a communication of ideas must take place, requiring an in-depth understanding of an audience, their needs, and their communication style. Without this, the content and the business it supports will fail.
The role of the content strategist is to be an advocate, both for the content and its audience. To do this, they need to align communication channels to ensure the content is prioritized, and budgets, planning, and company strategy. When looked at this way, it’s really just planning for an ongoing and meaningful conversation with a given audience. Content strategy, is, at its heart, the art of clear communication.