“[A bunch of] tactics, when combined, do not make up a strategy.”
“Content strategy is the practice of planing for the creation, delivery, and governance of useful, usable [online] content.”
- Creation: What contnt will be created and why? How will that content be structured and found? Where will the content come from? Who will be in charge of creating it?
- Delivery: How will content get online? Who will review it, edit it, approve it, load it? What goes into phase one, phase two, and so on? How and where will you deliver content to users? Which tools and data will ensure your users will find it?
- Governance: Who cares for he content after it goes live? What’s the plan for adding, updating, and archiving content? What are the policies, standards, and guidelines by which content will be evaluated?
Halvarson (2010), p.32