A clear content strategy drives your sales. A content strategy is the plan or framework that guides how a company creates or distributes content, whether through text, images, video, audio or mixed media to achieve their main goal. Possible goals include: building brand awareness, repositioning your brand to better connect with consumers, increasing trust and authority, educating customers to improve their experience, embracing digital innovation in marketing, generating leads, sales and revenue, improving customer retention. It becomes a navigation tool for all your marketing activities.