If you don’t have a proper Content Strategy in place BEFORE you have done your Editorial Planning, you may be wasting energy spinning your wheels with your content. As noted by the Content Marketing Institute, the following are problems that can result:
It’s not the right content. If your content isn’t right (isn’t useful or relevant) for the people you hope to reach, those people won’t read it — let alone act on it.
You’re not reaching or targeting the right people. If you haven’t defined and prioritized your audiences, you can’t get your content to the right people because you don’t know who they are or where to find them. (Hint: The general public is no one’s audience.)
Your audience is not receiving your content at the right times. If you don’t understand your audiences’ questions or tasks, you don’t know when they need your content.
You are not creating content for the right reasons. If you can’t articulate measurable business goals as reasons for producing or sharing content, you’re probably wasting your business’ money. (“Engagement” alone is no reason to produce content; it’s rarely defined well enough to tie to meaningful business goals.)
Read more from CMI:
http://contentmarketinginstitute.com/2015/08/content-strategy-before-editorial/