Definition of Content Strategy

• Joanna Pineda, founder and CEO of the interactive agency Matrix Group, defines content strategy as “a plan that covers content, tone, topics, and frequency across all communications channels, whether it’s your website, print newsletter, online journal, social media, emails, Facebook, or YouTube.” A good content strategy answers the questions, “What content are you going to post, how often are you going to post it, what are you going to post about?”


• Kristina Halvorson, CEO of content strategy consultancy Brain Traffic, says content strategy encompasses information gathering, marketing, and communications strategies that inform content; technologies that house content; and strategic leadership through implementation. But there’s no need to be overwhelmed. “The nice thing is that not everybody needs all that stuff,” she says. “Content strategy is almost like an amazing toolbox. It lets you take care of your content like a business asset.”


• Sara Zailskas, content strategist for Realtor.org, the website of the National Association of Realtors, notes that there’s a significant overlap between content strategy and user experience, a concept many web teams already consider. “The design should be logical for whatever you’re putting out,” she says. Also consider “the organization, where people find information, the language we use—it all has to make sense for people who are outside of our organization.”