The Plan for the Plan: Defining the Functional Identity of a Content Strategy and Operations Team

B2B content plans often focus on tactical execution and a content bill of materials, but without linkage to goals and strategies, these tactics often lack prioritization and audience focus — and ultimately contribute to content waste. Best-in-class content teams craft a plan that outlines functional identity, goals and strategies before developing tactics. The plan should include the team’s functional identity and the approaches its members will take to meet goals.