There is so much to understand about content strategy, and Hilary Marsh, Chief Strategist of The Content Company joined us on the Content Matters podcast to talk about some areas that are not as widely discussed.

The focus for our talk was more on content strategy for intranets and for companies where content is their primary offering (like associations and non-profits) but you could apply much of what Hilary shared to all content strategy work.

Key topics included how content strategy has evolved, what organizations are doing well and not so well and much more, including:

1. How to think about content as an investment.
2. How content strategy for an intranet is different from content strategy for a website (or isn’t).
3. Why content strategy is an HR issue and needs to be a part of everyone’s work.
4. How to operationalize content strategy.
5. How content management technology supports content strategy.
6. The audience engagement journey (you have to listen to learn what this is).

About Hilary

Hilary Marsh is president and chief strategist of Content Company, a content and digital strategy consultancy. She helps content-rich nonprofit organizations and associations get better results from their content by improving their practices. Hilary has over 20 years experience in content strategy, community management, digital transformation, digital governance, and more.

She is a regular speaker at conferences like Confab and the Content Strategy Forum. She is also a guest professor at FH Joanneum University of Applied Science in Austria and the Content Strategy Professor at the University of Strasbourg in France (the only university-level course in content strategy).

Hilary works primarily with non-profits, associations, and companies who want to improve their intranets.

Where You Can Find Hilary:

• LinkedIn: https://www.linkedin.com/in/hilarymarsh/
• Twitter: https://twitter.com/hilarymarsh
• The Content Company: https://contentcompany.biz/
• The Content Strategy Community: https://content-strategy.com/
• Join Hilary at:
• Confab in May: Content measurement that matters: Not everything that can be counted counts
• STC Summit in May: https://summit.stc.org/
• Hilary’s newsletter: https://www.contentcompany.biz/newsletter
• The course Hilary mentioned that she will be teaching (isn’t live yet, but keep an eye out for it here): https://firehead.net/training/
• Lots of content strategy tools: https://contentcompany.biz/tools, including:
• The Content Strategy Roadmap:
• Content Assessment Scorecard