At the core of content strategy is clear definition of business goals.
These goals will serve as the central figure in the content creation and implementation process. As described by Brain Traffic’s The Content Strategy Quad, the process can be broken into four quadrants, Substance, Workflow, Governance, and Structure1. The quadrants are then divided into content components and people components.
- Substance, a “Content Component” is based on the voice and message of the brand. Content strategists are responsible for determining this message to be communicated and the language (or voice) that will be used to do so.
- The Workflow is a “People Component.” A content strategist will create a workflow that directs the processes and the tools needed to create, edit, maintain, and archive content. A release schedule may be part of this workflow as well.
- Governance is the other “People Component.” Governance works hand in hand with Workflow. It establishes the decision-making infrastructure of the content creation process.
- The last “Content Component” is Structure. This is the technology and the means used to distribute content. This portion includes set-up of the metadata and tagging necessary for target marketing and SEO.