The definition of content strategy can be loose to define, and that primarily accounts for the lack of definitions one may find laying around the web. Ergo, definitions are scarce and will differ, however, they will unify in some way. Here is my definition.
“The holistic development, organization, distribution and maintenance of content to support a brand’s business model or campaign.” (Reid, 2018)
However, simplistic, this definition captures what content strategy is. It assumes the role as the “brand’s voice”. As suggested in the definition, a content strategy may be used as support for an entire business or brand, or just for a project or campaign.
The content is planned, created, scheduled, and used to empower a business’ position in achieving its goals through content marketing, enabling the company to improve and sustain its position in the industry. The strategy shapes the brand’s identity, setting it apart from its competitor’s or simply, positions the brand as the go-to name in the industry by strengthening credibility. Thus, the content created to support the business goals must speak in unison to the business’ values, tones and perspectives.
Content Strategy vs Content Marketing Strategy
A content strategy is not a content marketing strategy. They do, however, walk hand in hand. The content marketing strategy is used to share the produce of the content strategy. You can produce a mindblowing content strategy and it never reached the heights of its potential or it’s intended audience without the right supporting content marketing.
The content strategy encompasses the types of content to be created (images, videos, infographics, emails, ebooks, etc.). The strategy also considers the usefulness to the audience and who the content is created for, the best types of content for each platform included and the schedule on which said content may be distributed.
The End Goal
Deliverables from content marketing effort and ultimately the conversion rate from same determines the success rate of a content strategy. If the content does not in the long or short term increase the conversion rate and set apart the brand in its industry, it has failed and at the very least requires revision. The content strategy is aligned to achieve the business’ goals.