The idea of content strategy is a bust. Content strategy hinges on one thing and one thing alone: a solid, well-founded, brand roadmap. The brand roadmap consists of five brand dimensions:

  1. Brand Purpose
  2. Brand Essence
  3. Brand Pillars
  4. Brand Personality
  5. Tribe Persona

The brand roadmap serves as a filter and springboard. This is the differentiating part of the equation. The second part of the equation takes a different kind of thinking. It’s the left side of the brain. And it has little to do with strategy. This part of the formula focuses on creativity and the ability to develop fresh and on-brief creative solutions. Creative that emotional engages people or provides some kind of utility. If your company has taken the time and due diligence to craft a solid brand roadmap and invested appropriately to creating meaningful on-brief creative work, than sharing on the web is easy. Breakthrough social content will happen when, and only when, both parts of the equation are solved. Without this equation, you’ve got nothing but a blindfolded chicken shooting in the dark.