I’ve been increasingly struck by how focused content strategy practitioners are on our profession’s tools and tactics — content audit, editorial calendar, responsive design, etc.
I’m wondering whether your content strategy efforts involve the creation of an overarching statement of the actual content strategy. The generic version of that might be something like, “We will publish content effectively to help our organization meet its business goals.”
For the website I oversaw at my previous organization, we created the following statement:
REALTOR.org is the key online vehicle to support and make members and others aware of the organization’s strategic objectives and the programs and services that support them.
Do you do this as a starting point for projects? And if you don’t, how do you make your other content strategy decisions — what to publish, how to promote it, where to store it, when to archive it, etc.?
Looking forward to your comments!