Who creates the content?

- At the end of the content strategy process, we're shifting our focus from the theoretical elements to the more practical ones, and among these, the one that typically stands out the most is the question of, who creates the content? Traditionally, for companies that are not producing content as part of their business, content creation for publication is handled by the marketing or sales department. This makes some sense because these are the employees who deal with outwards communication about the company. However, in our modern information landscape, marketing and sales information cannot be the backbone of your content strategy. To produce content that is meaningful to your audience and brings them to your products and services, you need to speak to them at a deeper level. A good place to start this conversation is by asking the question, what are we doing with our content? If the project consists of creating an online…