Best Practice Report

Use A Content Strategy Template To Ensure Content Serves Both The Business And Customer

Businesses Need To Cultivate Clear And Standardized Approaches To Why And How They Make Content

March 16th, 2020
With contributors:
Brigitte Majewski , Mark Grannan , Emma Huff , Luca Russo , Christine Turley


This research began with the hypothesis that top-down content strategy, decided centrally, is a dead end. But our analysis reveals that content strategy from the bottom-up doesn’t work either. Instead, leaders must cultivate a shared, modular template for content strategy across the business to ensure that content consistently supports business goals that span both company and customer contexts. This report describes the rationale for such a content strategy template, defines its components, and advises marketers on how to get started.

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