A funny thing happened on the way to establishing content strategy as a legitimate career path and professional role: the phrase got hijacked by content marketers.
Google sends me a weekly alert with 10 articles or blogs using the phrase content strategy.
I notice the writers often use content strategy to mean content creation, web writing, content curating, SEO or social media marketing.
Above all, the phrase is frequently used as a synonym for content marketing or content marketing strategy.
To me the change of meaning reflects an attitude that has dominated life on the internet since 1995.
"Don't talk to me about boring things like governance, planning, management and workflow. Don't tell me I should clean up my landfill of redundant, trashy and toxic content. Just show me a profit by lunchtime!"
Well, that's human beings for you. That's language for you, always on the change.
Actually, that's life on planet Earth. I'd better get over it.
Some still use content strategy in the original sense
Brutal Pixie's definition:
A Content Strategist helps a business to analyse its existing content and existing resourcing and workflows, and works with a business to put in place tools and plans that make content creation easier and more effective [...]
Content strategy focuses on the planning, creation, delivery, and governance of content.
A strange definition of content strategy: apparently strategy is content
Content Strategy is credible, trustworthy, transparent content that enhances the organization’s strategic goals.
Many writers use content strategy interchangeably with content marketing strategy
Creative content marketing strategy: 5 hot tips for business owners (Business2Community)
Image: from Wikimedia, in the public domain.