Business strategy for content strategy

Content strategists take an elevated view of content ecosystems. There are two critical lenses to this view; user needs and business drivers.

In this instance I want to hone in on business drivers or strategy.

 
Crafting content strategy does not have to be murky if you have a good handle on business strategy. Photo by Elle Geraghty

Crafting content strategy does not have to be murky if you have a good handle on business strategy. Photo by Elle Geraghty

 

Do you know what your high level business strategy is? Can you source a document or set of documents that state what success looks like for your workplace for the next 1 - 5 years or so?

In Australia if you work in Government you will most likely have a corporate plan that does just this. Private enterprise also publish this information, but often under a different name for example,

  • Strategic plan

  • Strategic pillars

  • Strategic imperatives

  • And sometimes also corporate plan just like government

Here are some published examples

Note the location of these documents - their placement in the information architecture can be interesting.

Why this is important for content strategy

Your content strategy should ladder up into your business strategy. The degree to which this is necessary depends on your circumstances. You will want to experiment with the level of granularity you can directly support in that strategy.

Business strategy for content strategy - Elle Geraghty.png

The way I normally start this task is very simple. I make a table with two columns. The one on the left has a list of the key strategic drivers in the org and the one on the right is a list of ways the website (or other content channel) supports and enhances those objectives. This document then becomes a key component of your content strategy.

If you need help with this consider one of my coaching packages. Good luck and please share any great examples you find or create :)