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Building a Scalable Content Strategy: A 5-Step Framework
How to develop, implement, and scale up a global content strategy
The purpose of this article is to give you an overview of the steps involved in developing a scalable content strategy. The article is intended for content strategists, managers, and digital marketing managers working in large companies and enterprises.
As there are a lot of topics to cover, I’ll split this guide into multiple articles, each of them detailing some of the topics above. Once you have the big picture, I encourage you to go through each of these steps and take what’s relevant for your company, adapting as needed.
Content Strategy vs. Content Marketing Strategy
Before diving into the framework, I’d like to clarify the difference between content strategy and content marketing strategy, as I see a lot of confusion around.
Content strategy, in its purest form, means the planning, creation, delivery, maintenance, and governance of content. It starts with business goals, looks at the target audience and messaging architecture, and oversees the management of the content lifecycle — including roles, workflows, and tools.
