Content strategy areas

Tomas Nosek, Michael Andrews

7 minutes

0% complete

Companies realize they should be “doing content strategy” but they don’t know exactly what it means. There are several content strategy areas, so it’s not that obvious.

You may be unsure what it is that you should be doing about content strategy and how to measure the success of what you’re doing. Watch the introduction to setting up goals and processes that align with your business strategy.

To recap, there are multiple ways to divide content strategy. For example, you can include these areas:

Vision – a plan of the desired state of content creation and how to get there.
Goals – a definition of priorities, criteria, and success measurement.
- Goals change based on where you operate. Marketing has different goals than technical or e-commerce content.
Process – content creation setup from the operational point of view (workflow).
Audiences – segments of readers. These can be regional markets, verticals, personas, and so on.
Personas – representations of readers and their motivations, needs, and knowledge.

Customer journeys – customer scenarios, stages, and tasks throughout your content.

You can also divide content strategy into sub-disciplines. The video shows an image of Brain Traffic’s Content Strategy Quad

. It consists of the following:

Content design
- Editorial strategy – style guides, content planning.
- Experience design – matching content to UI, user research.
Systems design
- Structure/content engineering – content models, taxonomy.
- Process design – governance, workflows.

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