by: Larry Kunz
The buzz about content strategy has never been louder. During the past few weeks we’ve been treated to a whole gamut of views about content strategy.
There was Tom Johnson’s characteristically thoughtful analysis of what content strategy is and is not. Rahel Bailie showed that content strategy isn’t just about web content. The staff at Johnny Holland gave us a week-long series on common issues surrounding content strategy. We even had a great conversation that started with an editorial error.
There’s no doubt that, as Tom said, content strategy is gaining momentum.
While there’s still discussion about how best to define content strategy, I think that most everyone agrees on a couple of key points:
- A content strategy is, well, a strategy. A strategy, by definition, provides an overarching framework within which specific actions can be planned and executed. A strategy gives purpose to every action, but a strategy is more than just the sum of the actions. It’s not tactical: for example, it doesn’t dictate things like how a style sheet should be coded (although it might contain broad guidelines for how the styles should look).
- A content strategy should be broad enough to encompass all kinds of content: content from all over the organization, as well as (increasingly) from the user community; and content that can be distributed in a variety of formats.