Content Strategy

Content strategy is all about making sure that your content aligns with both your business goals and your audiences’ needs.

Below are some resources to help communicators create meaningful, cohesive, engaging, and sustainable content that attracts our target audiences.

Get to know your target audiences

Audience Personas

Understand each audience better in order to tailor content to their specific needs, behaviors, and concerns.

Audience Needs Chart

See what types of questions each audience has (pdf download).

Buyers' Journeys

Learn how each audience find answers.


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Create meaningful and engaging content

Content Maps

Use this information to create highly targeted content, maximize the impact, and increase the rate of response.

Writing for the Web Guide

Follow these guidelines when writing copy for website audiences.

Marketing and Communications IDEA Checklist

Ensure your projects incorporate inclusion, diversity, equity, and accessibility best practices. (Requires GT Login)

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Make sure your audiences can find your content

Plan Your Site Structure

A well thought-out site structure defines how the information is organized and is the foundation of your website's success.

Search Engine Optimization

Learn how to optimize your website so that it can be found by search engines.