A strategy is an overarching diagnosis, guiding policy and direction, while a plan is the steps in the process that allow a business to progress with confidence. At its heart, every strategic process answers the same four questions:
- Where am I now?
- Where do I want to get to?
- How do I get there?
- How do I know when I’ve got there?
A good content strategy, therefore, needs to begin with a good understanding of context drawn from the competitive and brand situation as well as customer insight, which can then inform an objective, strategic direction and plan that can be executed through a coherent but responsive set of plans, actions and measures.
This enables businesses to set out a comprehensive strategic process for content that ensures the maximum opportunity for success.