It has been a little over 20 years since Bill Gates declared “content is king,” but as we have discussed in my previous post, content is nothing without a plan. In fact, PR Daily reports that between 60% – 70% of content that a company creates goes unused. Let that sink in for a second. More than half of materials that are produced never make it through to be seen by an end user. As you can imagine, this is a huge drain of company time, money, and personnel. In order to make the best use of their resources, an increasing amount of businesses are turning towards experts to guide their strategy so that they may create better-informed decisions in the long run.
Content strategy as a whole is a fairly recent industry as the boom of its popularity occurred from around 2008 to 2014. The idea of creating a fleshed out strategy for all of your content was a shiny, new concept for companies to capitalize on. Job roles listed as “content strategists” began to appear, and from that time on, marketing and brand presence have never been the same. Because content strategy gained popularity and relevance so quickly, many industry professionals debate whether content strategy is a revolution or evolution. From what I have seen on blog posts and resources thus far, there doesn’t seem to be a concrete answer. Experts have been joining one camp or another and defending their stance.