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How to Write a Content Strategy Statement

content strategy statement

Why are we here? No, I don’t mean that in the existential “what’s the meaning of life?” kind of way. I mean it in the “why are we reading this blog?” kind of way. What’s the point? What will I gain from this? Why is this guy asking so many questions? All good questions, dear reader.

We’re here because even though 90 percent of all organizations use content marketingonly 30 percent of them have a documented content strategy. And if you’re reading this, then you’re probably part of the rebellious 70 percent out there just winging it.

Having a strategy doesn’t mean you can’t still be adventurous, it just means that you remembered to pack your parachute before jumping out of the plane.

What is a Content Strategy Statement?

A content strategy statement lays out the who, what, when, where, why, and how for all of your company’s content creation. It sets the destination and lets everyone know how you’re going to get there. From blogs and tweets to ebooks and emails, it’s a benchmark for you to measure against whenever you create a new piece of content.

Content strategy statements are intended to be flexible–evolving along with your company and your audience–so you should feel empowered to create one for each of your audiences and personas. Regardless of how many content strategy statements you create, they should all include: your goals, your target audience, and their needs.

Writing Your Content Strategy Statement

Your content strategy statement (or statements) should reflect your brand and your goals. They can be hyper-specific or kind of vague. They can use different formats and approaches, or even be written in your brand’s unique voice.

Example #1: The hyper-specific content strategy statement template

Every piece of content that we create will [goal] by [action]. Our content will be [adjective] to provide [specific audience] with [noun] and generate more [goal] for [company].

Example #2: The kind-of-vague content strategy statement template

Our content gives [who] the [what] they need because it [why/how].

Example #3: The brand voice content strategy statement template

Dearest [audience],

We are ever so delighted to bestow upon you [goods/services] intended to [goal] and provide [need] during your most splendid and magical adventures.



Putting It Into Practice

Let’s see how the “hyper-specific” version might look in the wild:

Company: ACME Industrial

Every piece of content that we create will help us [sell more products] by [highlighting their affordability, abundance, and reliability in desert environments]. Our content will [offer recommendations for hunting road runners] and provide [coyotes] with [the confidence to hatch elaborate schemes] and generate [lasting relationships] for [ACME Industrial].

Whichever path you choose, your content strategy statement should always include a goal, an audience, and reason for each piece of content to exist.

Analyzing and Optimizing Your Content Strategy Statement

Even with a detailed map, it’s common to run into roadblocks and detours along the way. If your content isn’t resonating with a specific audience, it might not be the content’s fault. Don’t be afraid to modify your content strategy statements or throw them out and completely start over.

Now get your content out there, have fun with it, and let it live a little! Just don’t forget to wear sunscreen.

Picture of Mike Waterston
Mike Waterston
Mike's career as a writer started in third grade when he discovered a love of creating and telling stories that have an impact on readers. As a Minneapolis-based copywriter and content strategist, he shares that passion with brands, helping them tell their stories in a way that resonates with their audiences.