A content strategy is often part of a marketing strategy. In a content strategy, you determine why which content is distributed when, through which channels and to whom.
With a content strategy you not only create overview, but you also obtain a lot of information about the target group. You map out the target group, their information needs, what message(s) you want to communicate and how you distinguish yourself from competitors.
Determining a content strategy can be a big project. All ways to reach a target group consist of content. Think of social media, web texts, white papers, infographics, stock photos, an e-book, newsletters, videos. Content is everywhere.
With a content strategy it becomes clear what the purpose of the content is, who distributes the content, which channels can be used best and when the content is published.