Content Strategy Report



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Producing consistent, controlled content is vital in today’s marketplace, when consumers actively shop for competitive information. Writing, producing and managing robust, valuable content comes from following a clear and strategic editorial plan.

A content strategy is a comprehensive plan for creating, sharing, and managing content effectively.



Content strategy is concerned with two major elements, what we call the core content model:

  1. Aligning content development to business goals

  2. Supporting customers as they participate in online tasks

If content does not satisfy these two elements, it is probably not working as a strategic asset for your firm.



At Aha Media Group, we have a two-pronged approach to content strategy:

  1. External:

    1. To whom are you talking? [Tool = Personas]

    2. Who are you? [Tool = Identity Pillars]

    3. What are you trying to say? [Tool = Messaging Architecture]

    4. How do you say it? [Tool = Voice and Tone]

    5. When and where do you say it? [Tool = Editorial Calendar or Workflow Guidelines]



  1. Internal:

    1. Who is responsible for all of the various phases of a content strategy?

      1. Plan

      2. Create

      3. Publish

      4. Distribute

      5. Analyze

      6. Govern

The goal of any content strategy is to take the guesswork out of execution so creativity surrounding content can flourish. Instead of scrambling to create workflow for every content project they are assigned, teams can focus on creating coherent, consistent and controlled content when they have a cohesive strategy.



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