3. Solution

WHAT IS CONTENT STRATEGY? Is it a practice? A document? What does it include? Who’s responsible for it? How is it implemented? Can we measure its success?

Your enthusiasm is palpable. We like it. We share it. Let’s dig in.

Re-Envisioning Content

Once we recognize content as a valuable business asset, we start to see it as more than just pixels or PDFs. And once we can identify goals for our content that serve both our organizations and our users, we can start to align our efforts to form a cohesive strategy. That strategy will then help us prioritize our content initiatives, streamline our efforts, and use our resources as effectively as possible.

In this chapter, we will:

• Explain what content strategy is (and is not).

• Examine the key elements of content strategy.