Whether managing living social media, or keeping sites fresh with blog-like efforts to engage, or even producing simple brochureware that’s expected to serve users’ information needs with minimal updates, it’s the content that lies at the core of success. The same way design (the role of which is to make one care about content) follows information architecture, information architecture lies in support of content. And content strategy requires both strategic and tactical skills separate from the marketing strategy it supports.
"… the growing demand for content strategy is often related to the need to bring an editorial viewpoint to organizations with no significant history of content creation. They need guidance on how to source, edit, produce, and maintain content. They need advice on staffing, governance, workflow, tone, quality, timing, and pruning the ROT from their overflowing archives."