When Does a Company Need a Content Strategy?

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This article was originally an issue of my weekly newsletter on all things content strategy. Subscribe here.

When does a company need a content strategy? 

This question is relevant to you, whether you’re in a full-time role or you’re a freelancer looking for projects.

Because all too often, the need for strategic planning goes unrecognized.

Then, you’re all spinning your wheels creating on ineffective content. 

It’s important to recognize the moments a company needs a content strategy — there are more than you think.

So here’s the short answer to the question I opened with: A company needs a content strategy at first, and again whenever something changes. 

HOW TO KNOW WHEN A COMPANY NEEDS A CONTENT STRATEGY

It’s a common misconception that creating a content strategy is a one-time project. And as a result, we as content experts need to know the exact moment the company needs to create theirs. Perhaps like being a wildlife photographer — we wait all day for the precise moment the giraffes arrive at the watering hole. 

There are a few reasons this is false. If a content strategy were a one-and-done thing, it would:

  1. Become outdated

  2. Stop being referenced

  3. Stop impacting the company’s approach to content

In fact, content strategy is an ongoing journey. 

Let’s return to my shorter answer: A company needs a content strategy at first, and again whenever something changes. 

Yes, companies need to set their initial approach to content. That’s the “at first” part. 

But then, companies need to revise their strategy whenever something changes. That’s the “when something changes” part. 

Content strategy ultimately answers: “How can we best use content to support the business?” And so when the business changes, the strategy needs to as well. 

Otherwise, you’ll be trying to put a square peg (the content) into a round hole (the business goals). Your content will be built to support an outdated set of goals, target audiences, and business offerings?

RECOGNIZING THE BUSINESS CHANGES THAT LEAD TO CONTENT STRATEGY WORK

Sometimes, the changes to a business are big-picture. Here are some examples that have led to strategy work for me:

  • Mergers & acquisitions

  • New market entry

  • New business offering

  • Expanded target audience

In all these cases, the business is changing at its core. And so the content strategy may need to revisit its big-picture foundations, like:

  • What does our content need to achieve?

  • Who is our content speaking to?

  • What are the go-to topics we’re best positioned to address? 

Sometimes, the changes are smaller-picture. Here are some examples that have led to strategy work for me: 

  • Expanded marketing budget

  • Shifted marketing goals

  • New leadership hires

  • Team restructuring

In these cases, something situational is changing. And so the content strategy may need to revisit its tactics accordingly, like:

  • What content formats are we prioritizing moving forward? 

  • How much content do we need to create? 

  • Are there any new messages we need to get out into the world?

  • Do we need to market content in any new ways? 

HERE’S WHERE YOU COME IN

It’s your job as the content strategist to notice these changes and suggest revising the strategy.

Sometimes, that’s a big project (remember: for bigger-picture changes). A big project may need new research, new strategy setting, and new activation. Here’s my content strategy framework for that type of project. 

Other times, it’s a more focused project (remember: for smaller-picture changes). Perhaps it’s a content audit or a few customer interviews to validate the change you plan on making. 

Why am I telling you all this? 

As a content strategist, you don’t need to be in the right place at the ONE SINGLE right time a content strategy is needed. 

Yes, sometimes, everything aligns so you’ll be the one crafting a content strategy from scratch — where no other has existed before. When you do this, it’s a really fun (and really hard) challenge. 

But other times, you’ll be the one to jump in and help shift gears. These tweaks are incredibly important too. 

  • They keep the content strategy aligned with business goals

  • They grant the team opportunities to revisit their strategic thinking

  • They give you plenty of opportunities for strategic work :)