Content Strategy or Strategic Content? Suggestions for Developing Sustainable Content Strategy in Advocacy Organizations

Abstract

Using first-hand experience supplemented by an open-access archive, this article examines case examples of civically engaged, public-facing technical communication (e.g., training for community organizers) as well as the value of stories and storytelling for content strategy. By developing 10 best practices for content strategy in advocacy organizations, this article offers suggestions for how to design and sustain content strategy for community organizers and contributes to the field's knowledge of the content strategy of politically engaged nonprofits, particularly those with a strong digital presence.