I’ve written before about what a content strategist does, but the field of content strategy continues to evolve—and splinter. Take a look at these definitions that Ahava Leibtag put together (nice job, Ahava!):

Those give you some idea of the breadth of the roles and activities that fall under “content strategy.” I have my own definition: creating content with a purpose. To me that means content is:

  • Goal-oriented: Develop content that accomplishes something. Don’t just create content to fill a slot in your editorial calendar — make sure it fits within your overall strategy.
  • Audience-focused: Know who you are writing for, and cater your message appropriately. Site metrics can help you learn who your audience is and what they are looking for.
  • Well crafted: Take the time to create content that tells a compelling story. Compelling differs based on your goal and audience; not all good stories are a narrative. Mind grammar and style; edit and proofread. The details matter in content.

Content strategy truly is different things to different people; this what it means to me.

Content strategy is the process that helps us achieve content with a purpose; how we plan, create, and manage that content. The process will differ for each organization based on their resources, needs, audiences, and even the personalities that create the content. The challenge is finding the right process to create great and maintain great content. That’s the challenge I enjoy.