Three myths about content strategy

Most teams know this matters. Fewer have decided who owns it. A few things about content strategy that get repeated more often than they get checked.

The projects that go badly are rarely the ones with the hardest technical problems. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

“It only matters for big sites”

Content is usually the reason launches slip. Getting it slightly wrong is survivable. Ignoring it entirely is not. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.

“We can deal with it after launch”

Sometimes true, usually expensive. It is worth being explicit about, because assumptions differ quietly.

“Our platform handles it”

Less content, kept current, beats more that goes stale. None of that requires a large budget, only a decision and someone to own it. If two people in the business would answer this differently, that gap is the actual problem.

In practice

Strategy work is mostly deciding what not to do, and writing it down so it stays decided. Three things worth confirming about content strategy before you move on:

• Someone can say what the current setup is without going to look
• Content is usually the reason launches slip — and you know whether that is true here
• There is a way to tell whether the last change to this helped

The point is not perfection, it is knowing which of these you have consciously chosen to skip.