What is content strategy and how do you develop a successful one?

"I have zero sense of direction, so when I travel, I rely heavily on my Google Maps app. Before I take a road trip, I mark the points where I need to go, where I will stop for breaks, and how long it will take to get to my destination. A content strategy is the same premise. Content is created to guide users on where they need to go, the stops they need to make along the way, and the destination they should arrive at."

"Defining 'content strategy' involves a little more thought. Kent State University has a brilliant but complicated definition: "It's a well thought-out plan and approach to the deliverables (written, visual, video, etc.) of a specific space, with the goal of increasing user interaction and directing it to meet specific company objectives." In simpler terms, it is how you use your content assets to communicate with your target audience."

Content is a compilation of information produced for a particular audience and encompasses how, where, why, and what a brand communicates. Content provides visual and auditory interpretation of brand and products and serves to educate, engage, convert, and retain users. A content strategy is a planned approach to using content assets to increase user interaction and drive specific company objectives through defined deliverables. Digital content strategy focuses on online channels and user experience, where UX/UI design shapes how users navigate the content journey. Effective strategy maps the user journey, defines stops and CTAs, and measures outcomes against goals.

Read at The Drum