Content Strategy
A content strategy is the overarching plan that defines why, for whom and with which goals a company creates and distributes content – it connects business objectives with specific topics, formats and channels before a single text is written.
In practice
Without a documented strategy, content production often happens ad hoc: whoever has time decides the topic, instead of the choice being guided by audience needs and business objectives. A strategy set down in writing creates a clear framework that the editorial plan, topic selection and performance measurement can all be aligned with.