Sometimes I resent the term “content strategy”.
The reason is it brings with it limitations. Humans are known to use labels as a way to make sense of the world, but this systematic bucketing comes with consequences. Essentially this “categorical perception” can make it difficult for us to understand, accept, and/or acknowledge when something falls outside the bounds of our carefully constructed labeling system.
A “content strategy” cannot and should not fit neatly into any one “marketing discipline” bucket. Rather it needs the support of other channels, such as social, email, advertising, and CRO. Unfortunately, our natural tendency to need defined boundaries makes it difficult for marketers to think of content strategy beyond a defined silo.
The first step to overcoming these limitations is knowing exactly what they are.