The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition

CHAPTER 52BRANDED CONTENT STRATEGY: Meaningful Stakeholder Interaction

Sara E. Smith, MSIMCBusiness Intelligence and Content Strategy ConsultantBoulder, Colorado

Clarke L. Caywood, Ph.D.Professor and Past ChairmanDepartment of Integrated Marketing CommunicationsMedill School of Journalism, Media, Integrated Marketing CommunicationsNorthwestern University

Content includes the text, graphics, video, and audio that make up an interactive experience.

—Kristina Halvorson

Simply put, content is contextualized data.—Rahel Bailie

So, what is content strategy as a communications-based management idea, exactly? Before we go any further, let’s take a minute to clearly define terms. In the case of content strategy, “content” therefore becomes the “stuff” ...