In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. Instead, our discipline rests on a series of core principles about what makes content effective – what makes it work, what makes it good. Content may need to have other qualities to work within a particular project, but this list is limited to qualities shared across all sorts of content.
If this looks like theory, don’t be fooled. It’s really entirely practical: if we consciously refer to principles like these as we go about our work as info-nerds of various kinds, we’ll have an easier time making good, useful content – and explaining our priorities when we’re called to do so.