There’s just so much to say about strategy. I’m going to link you to some of the best strategy resources I know of, but I’m also going to run through a few common scenarios to help you get your footing. Nailing strategy is about understanding the context, navigating politics and applying your content expertise. Strategy never happens in a creative vacuum—it’s always just a little bit messy.
As the content team leader, you should in charge of creating and executing the content strategy. You’ll likely have input from a higher-up, and need to report on your progress, but you should retain control over the final strategy. Executing someone else’s strategy is often (but not always) a red flag. If your title says you’re the content lead, you should be the content lead.
Since almost no one is starting a content plan from scratch anymore, so we’re going to focus on creating a content strategy based on the m̶e̶s̶s̶ situation you’re inheriting. (Let’s be real, though, you are probably inheriting a mess.) You’ll need to apply the advice from the strategy articles I’ll share, but in the context of your own situation.
The first thing any new content lead should do is conduct a thorough audit of the existing content, its traffic, efficacy, relevance, and quality. (Here’s a great article on conducting an audit.) Audits are a vast topic that deserve its their own article. In general, you want to learn:
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