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

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.