Evolution of Content Strategy

Content strategy is a long-standing concept that has always evolved with the rapidly developing digital world. In the last 15 years, we have seen significant developments in its definition and application.

Early 2000s

Beginning around 2005, content strategy was an idea that revolved around documents as content. As the Web continued to gain traction and popularity, people began to realize that the creation and execution of content needed a system. Once one was implemented, content could be created and managed at a larger scale. This provided a sense of ease and improved communication.

Through the creation of the DITA standard, or Darwin Information Typing Architecture, intelligent ways to exchange information were established, making it easier to structure content consistently across the board. This allowed processing to become automated and thus decreased production time and increased amount and quality of the content.

In the early 2000s, the idea of mainstreaming and improving the routes to content creation were developed and researched. Conferences, articles, and books continued to be published regarding this topic, analyzing how large companies were effectively utilizing their own content strategies to optimize efficiency.

A List Apart published an issue that is an example of this, where Kristina Halvorson says, "Content strategy plans for the creation, publication, and governance of useful, usable content.”

In 2009, content strategy started to gain true traction. It was realized in many different departments that its use was crucial for developing many different types of content that produced different effects. Using various types of content, companies could establish themselves as an identity and communicate a mission or campaign.

Distinguishing Strategy - 2010s

As digital content was on the rise, content publishers saw a dire need to organize their content and make important decisions about its use. User research began to find an important place here, developing content and systems based on evidence surrounding their audiences. This is also where it became crucial to incorporate interaction design and cater various web interfaces in content marketing.

This distinction between content strategy and marketing did not come until later though, as popularity and function grew within the digital space. Content marketing was named to deepen relationships with the customer, whereas content strategy managed content as an asset across an organization.

Despite this, the idea of content strategy continued to broaden, and everyone had a different idea about the true definition of content strategy. Some believed it to be more internal, focusing on the structural aspects within a company, others believing it is more heavily copywriting or market strategy. As the idea of content strategy continues to be implemented and expanded upon, it takes on various sub roles within greater positions and industries. The shimmer of a new and intriguing aspect of content faded within larger strategies and succumbed to what was even newer.

Content strategy expanded in different ways, though, to greater and more complex ecosystems. This includes areas like artificial intelligence and focuses on the technical side of content to ensure productivity within various operations.

But no matter in which area content strategy is referred to, the growth of platforms like LinkedIn have propelled content strategists to come together and discuss the subject, comparing techniques, experiences, advice, and learning for the advancement of each person.

Concluding - Content Strategy Timeline

Content strategy has become an obscurely defined but ever-important position to improve the organization of assets within companies and industries. As it continues to evolve, the types of organization will alter with it. All kinds of content strategists prove useful in their roles and will need to continue doing so as trends and technology progress.

Importance of Preparation in Content Strategy

Preparing for success is the way to ensure success. This applies in many different areas, but especially content strategy.

When pitching and developing a strategy, covering all of your bases allows multiple teams to get a clear-cut view of what you are trying to accomplish and how you will do that.

Important Aspects

This begins with the “why” of the strategy, or why you are choosing to develop one. This covers what problems you are trying to address and where the opportunities are to solve them. This involves company analysis on various structures, content, and user research. Understanding these aspects is important to establish a path centered in evidence, which will make a targeted impact.

Preparation in terms of budget and teams are also crucial, where you must convince a team to get on board with your idea. Quantifying various budget proportions and identifying how you can allocate funds is a great base to pitch to a board or higher-up. Showing why your strategy is necessary and how it can increase profit will come across as much more attractive. Alongside this, doing proper research to establish who you need and for what reasons will clear up confusion on people’s roles and guarantee you are not leaving out essential personnel.

With approval, preparing your timeline and various stages of strategy development will maintain awareness across each applicable individual. Updates on status, budget, the appropriate individuals needed for daily tasks, etc. give a set overlook on how the project is progressing and if any adjustments need to be made.

Concluding Thoughts - Preparation

Taking the time to flesh out these details at each step and maintain their accuracy throughout the entire process will prepare you for whatever comes your way. It keeps everyone in the loop and addresses only the areas you need to. This saves time, efficiency, and improves the overall outcome.

Sources:

Casey, Meghan. Content Strategy Toolkit, The (Voices That Matter). Pearson Education. Kindle Edition.

Bailie, Rahel Anne. “An Uneven History of Content Strategy.” Medium, Medium, 5 Feb. 2021, https://rahelab.medium.com/an-uneven-history-of-content-strategy-d514cfd7eee5.

MacIntyre, Jeffrey. “Content-Tious Strategy.” A List Apart, 17 Dec. 2008, https://alistapart.com/article/contenttiousstrategy/.

Halvorson, Kristina. “New Thinking: Brain Traffic's Content Strategy Quad.” Brain Traffic, https://www.braintraffic.com/insights/new-thinking-brain-traffics-content-strategy-quad.

Dorland, Brody. “5 Essential Tools a Content Strategist Can't Do Without.” DivvyHQ, DivvyHQ, 27 July 2021, https://divvyhq.com/content-strategy/5-essential-tools-a-content-strategist-cant-do-without/.

“How Content Strategy and Content Marketing Are Separate but Connected.” Content Marketing Institute, 2 Apr. 2015, https://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/.

Kimber, Eliot. “What Is DITA?” XML, XML.com, https://www.xml.com/articles/2017/01/19/what-dita/.

Halvorson, Kristina, and Jeffrey MacIntyre. “The Discipline of Content Strategy and Content-Tious Strategy.” A List Apart, 16 Dec. 2008, https://alistapart.com/issue/274/.

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