The Elements of Content Strategy

Content is appropriate for your business when it helps you accomplish your business goals in a sustainable way. Business goals include things like “increase sales,”

Content is appropriate for users when it helps them accomplish their goals.

good content: it should be appropriate for your business, for your users, and for its context. Appropriate in its method of delivery, in its style and structure, and above all in its substance.

In the web industry, anything that conveys meaningful information to humans is called “content.”

There’s really only one central principle of good content: it should be appropriate for your business, for your users, and for its context. Appropriate in its method of delivery, in its style and structure, and above all in its substance.

Companies with three-page websites probably only need a writer. But those with hundreds or thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate. They also need someone to decide how best to communicate it, who should make it, and so on—a sort of combination editor-in-chief and air traffic controller. They need a content strategist.