Content strategy — perhaps the latest buzzword — has taken the marketing world by storm. While this is certainly not a new concept, it’s one that has garnered lots of attention — in the form of new books, research, conferences such as CONFAB and even meet-ups. So what’s with all the hype?

What exactly is content strategy?

As defined by my hero, Kristina Halvorson, content strategy is the practice of planning for the creation, delivery and governance of useful, usable content. Essentially, content strategy is knowing who your audience is, what their needs are and providing content that addresses those needs (in a measurable way) while meeting your business objectives.

Done right, a content strategy will engage your customers, educate them, give them what they need, make them buyers, and ultimately, advocate for your company and its products. Now who doesn’t want that?

Steps to a Successful Content Strategy

Developing a successful content strategy takes time. Lots of time. And research. And planning. The following is a high-level overview of the initial steps that should be taken to get your content strategy program off the ground.

• Conduct audience research.
• Perform a content audit.
• Prepare a strategic foundation document that summarizes your findings.
• Get stakeholder buy in.
• Develop a project plan that encompasses the content strategy quad: substance, structure, workflow and governance.
• Implement all of your hard work.
• Create a content maintenance plan that includes analytics and key performance indicators.

There are many deliverables associated with the above-mentioned content strategy quad, some of which include message maps; qualitative audits; page tables; editorial calendars; content style guides; and workflow documentation.

Where Do I Begin?

Start by reading Kristina Halvorson’s Content Strategy for the Web. And when you’re done, check out Erin Kissane’s The Elements of Content Strategy.

Never stop learning and researching. Content is crucial to a site’s success. After all, what the user reads will ultimately prompt them to act, or not.

What’s your experience with content strategy? Do you have one in place or are you at the beginning stages of embarking on one?