Content strategy is to copywriting as information architecture is to design. —Rachel Lovinger

Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson

Pa qué sirve

• Helps companies understand and produce the kind of con-tent their target audiences really need.
• Allows organizations to develop realistic, sustainable, and measurable publishing plans that keep their content on track in the long term.
• Cuts costs by reducing redundant or extraneous publishing efforts, while increasing the effectiveness of existing assets.
• Aligns communication across channels so that web con-tent, print collateral, social media conversations, and inter-nal knowledge management are working toward the same goals (in channel-appropriate ways).
• Prevents web projects from being derailed by the often major delays caused by underestimating the time and effort required to produce great content.

<aside> 💡 Evergreens

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Principios básicos: el buen contenido...

...es útil

“Sell products”—This is so vague as to be meaningless and is likely to produce buzzword-infested fluff.

“Sell this product”—Selling a product is a process made up of many smaller tasks, like discussing benefits, mapping them to features, demonstrating results and value, and ask-ing people to buy. If your goal is this vague, you have no idea which of these tasks (if any) the content will perform.

“List and demonstrate the benefits of this product”—This is something a chunk of content can actually do. But if you don’t know who is supposed to benefit from the product, it’s difficult to be specific.

“Show how this product helps nurse practitioners”—If you can discover what nurse practitioners need, you can create content that serves this purpose. (And if you can’t find out what they need before trying to sell them a product, you have a lot more to worry about than your content.)

...está centrado en el usuario

![“Welcome to The Home Tool Center! We were established by the merger of the Tools for Home Use Division and the Department of Small Sharp Objects. Would you like to schedule a demonstration?”

“I just need an upholstery hammer. For...the home?”

“Do you require Premium Home Use Upholstery Hammer or Standard Deluxe Home Use Upholstery Hammer?”

“Look, there’s a tack hammer right behind your head. That’s all I need.”

“DIRECTORY ACCESS DENIED. Please return to the front of the store and try your search again!”](https://s3-us-west-2.amazonaws.com/secure.notion-static.com/a0457626-96fc-41eb-89b9-4281226a0e2e/Screenshot_2021-05-21_at_16.14.19.png)

“Welcome to The Home Tool Center! We were established by the merger of the Tools for Home Use Division and the Department of Small Sharp Objects. Would you like to schedule a demonstration?”

“I just need an upholstery hammer. For...the home?”

“Do you require Premium Home Use Upholstery Hammer or Standard Deluxe Home Use Upholstery Hammer?”

“Look, there’s a tack hammer right behind your head. That’s all I need.”

“DIRECTORY ACCESS DENIED. Please return to the front of the store and try your search again!”

...es claro, conciso y consistente

Claridad: el contenido comunica lo que queremos comunicar, habla en lenguaje que los usuarios entienden.