7 Definitions of Content Strategy (in 16 Years)

If you don’t know what content strategy is…well, you have good company in the majority of my friends. Below are some definitions of content strategy that I have collected or borrowed from the collections of others. Hopefully, they will help you and my supportive but confused friends understand better what I do for a living.

“[Content strategy is] A repeatable method of identifying all content requirements up front, creating consistently structured content for reuse, managing that content in a definitive source, and assembling content on demand to meet your customers’ needs.” – Ann Rockley in Managing Enterprise Content: A Unified Content Strategy (New Riders, 2003).

“Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content” – The 2009 Content Strategy Consortium.

“’Content is story. And content strategy is storytelling’…In this model, the content strategist figures out how best to tell the story: what assets are present, what do they need to prescribe, how should they be arranged, and how should they be updated or maintained?” – Margot Bloomstein in Content Strategy at Work (Elsevier, 2012).

“Content strategy is a system that consists of a repeatable process that governs the management of the content throughout the entire content lifecycle.” – Rahel Anne Bailie in “A Methodology for Content Strategy,” Intercom (Society for Technical Communication), May 2013.

“But content strategy is more than that. It’s about envisioning the future of content – its development, management, and delivery – and creating a plan that helps us leverage content to achieve its goals. It’s about creating a flexible, responsive roadmap that can be quickly adapted to the challenges that will undoubtedly interfere with our well-intentioned plans for success.” – Scot Abel in “The Importance of Vision in Content Strategy,” Intercom (Society for Technical Communication), May 2013.

“A content strategy establishes how an organization will leverage its content assets to achieve its overall business goals. A content strategy also provides a roadmap describing how these goals will be realized.” – Joe Gollner in “The Technology Side of a Content Strategy,” Intercom (Society for Technical Communication), May 2013.

“…I would add: content strategy is what guides content teams to best processes for each stage of the content cycle.” – Monica Bussolati in “10 Definitions of Content Strategy” (blog, Sept. 2017)

I have placed these in chronological order to better appreciate the evolution of the discipline of content strategy since Rockley (with Pamela Kostur and Steve Manning) wrote her seminal book. I see goal-driven planning, roadmap creation, repeatable process, and governance as common concepts across these definitions and across the years. What do you see? How do these definitions align with your experiences?