contentstrategie

Contentstrategie, or content strategy, is the discipline that defines how content is planned, created, delivered, and governed to support an organization's objectives while meeting user needs. It sits at the intersection of marketing, information architecture, UX design, and product management and is used to ensure consistency, relevance, and measurable impact across channels.

Its primary goals include improving discoverability, engagement, and conversions, while maintaining a coherent brand voice and ensuring accessibility. Core components are audience research (personas and user journeys), clear objectives and KPIs, governance (ownership, approvals, and version control), taxonomy and metadata, and a planned content lifecycle from creation to retirement. It also covers content formats and channels, such as blogs, product pages, help articles, videos, and social media, as well as localization and accessibility considerations.

Typical workflows produce artefacts such as a content audit and inventory, an editorial calendar, a content map linking topics to user needs and stages in the journey, and style guidelines. SEO considerations, metadata schemas, and localization guidelines are integrated to support search and reach. Collaboration spans marketing, product, design, legal and compliance, and often IT or engineering to ensure feasibility within a CMS and related systems.

Measurement focuses on metrics like traffic, engagement, time on page, conversions, and search rankings, with regular audits to maintain relevance and accuracy. Good content strategy defines roles, responsibilities, and processes for content creation, review, publishing, updates, and retirement, providing a scalable framework across campaigns and products.