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  • Writer's pictureFida Sarji

Content Strategy for Organizations, What I learned!



I am now at the end of my Content Strategy studies at FH Joanneum in Graz/Austria, it feels wonderful to finish! but it also feels strange, how will I spend my evenings from now on without the lectures, the deadlines, and the semester projects. I guess a new plan is needed but not before some rest.


Those two years of studies had opened my eyes to so many areas of content strategy I didn’t even know they existed. After being exposed to so many terms and definitions, I can say the simplest way to define the content strategy for me is:


“Content Strategy helps organizations provide the right content, to the right people, at the rights time” (Casey, 2015)


Here I want to summarize what content strategy can do for an organizations, this list can be added to or modified but it is what came to my mind while writing this blog at the end of my studies.


Content strategy helps organizations in:


1. Having a Holistic View of all kinds of content in the organization.


When applying a content strategy to an organization, the managers will truly understand that content of the organization cannot be summarized as the content they produce for social media for example, not a strategy for Instagram or any other social media channel can be considered a “content strategy” content strategy should involve all content in the organization both internally and externally. Furthermore, the employees in this point should understand that they are all responsible for the content of the company not only the “marketing” people or “content” department.


2. Specific target audience

Building personas and knowing the audience we are talking to is perhaps the most important step (at least in my opinion!) also while going down the road of building personas and the customer journey, and here I am quoting Hilary Marsh when she says it is also truly important to pay attention at the audience engagement journey, as she describes that it is not only enough to know the audience and the purchasing funnel but to also know the engagement journey of how, why and for which purpose or “job” the customer is buying the product or “hiring” the company.


3. Measurable goals for every content published

This is self-explanatory, but the important here is to pay attention that every piece of content is clearly measurable and not the “marketing” plan for example.


4. Future content planning

What happens if the organization only plans for publishing content for a certain time, then there is no plan? The employees will stop producing content or will go back to publishing content each from their side and point of view without considering the organization's goal and purpose.

Planning for the content will help in maintaining the strategy for long periods.


5. Voice and tone guidelines for all the content in the organization

Going back to the future content planning this has the same purpose and goal, maintaining the tone of voice of the company throughout all the content in the organization also internally and externally.


6. Clear processes

Clear processes where everyone knows its roles and furthermore communication between the departments, so everyone knows their responsibility but also aligns it to the big picture of the company with everybody else.



Hilary Marsh website:

Casey, M. (2015). The content strategy toolkit : methods, guidelines, and templates for getting content right.

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