Content Strategy
Plan and govern content strategy to determine what content to create, for whom, why, where it will live, and how it will be maintained—so content consistently supports business goals and user needs across channels.
Proficiency Level
Level 1 (Follow)
- Understand what content strategy is and why it matters (audience, goals, consistency).
- Perform simple tasks using templates (basic outlines, content inventories, copying into formats).
Level 2 (Assist)
- Prepare draft basic content plan based on defined objectives, audience needs, and channel requirements.
- Apply basic frameworks (persona, key messages, tone/voice) and follows editorial standards.
- Use simple data (engagement, feedback) to refine content and propose improvements.
Level 3 (Apply)
- Develop content plans (themes, journey mapping, content calendars) tied to outcomes and KPIs.
- Audit content, identifies gaps/duplication, and recommends governance and reuse opportunities.
- Align stakeholders (Subject Matter Experts, comms, product/ops) and ensures consistency across channels.
Level 4 (Ensure)
- Define content strategy for a programme/portfolio (information architecture, messaging hierarchy, governance model).
- Establish standards and operating rhythm (editorial workflow, QA gates, measurement framework).
- Lead major initiatives (content redesign, migration, localisation strategy) and coaches others.
Level 5 (Strategise)
- Set enterprise content strategy aligned to organisational priorities and customer experience.
- Build scalable governance and capability (operating model, tooling decisions, maturity roadmap).
- Drive measurable impact using analytics and experimentation (improved findability, adoption, conversion, reduced service load).