PostEaseThe goal is a reference document, not a comprehensive one
A strategy document that gets referenced regularly tends to be short and specific: real goals, a defined audience, a small number of content pillars, and how success gets measured. A long, exhaustive document tends to get written once, filed away, and never consulted for a real decision.
What needs to be in it
A useful strategy document typically covers:
- A specific, measurable goal tied to a real business outcome
- Who the content is for, described specifically
- A small number of content pillars the account will consistently return to
- Which platforms are prioritized, and why
- How success will be measured
Revisit it on a schedule, tied to the same cadence as a content audit
A strategy document that never gets revisited drifts out of date as the business and audience change. Reviewing it on the same cadence as a broader content audit keeps it a living reference rather than a one-time exercise.