Content strategy works better when Editors are in the room

And the people who could have helped prevent it? They were often left out of the planning.

More guidance, less guesswork, all gains

Editors spot gaps early. They notice when content is duplicated, when the site starts bending under messy structure, and when users can’t find what they need.

But without a clear strategy, Editors end up cleaning up after decisions they didn’t help make. They're treated like content admins, when they could be active guides.

It doesn’t have to be that way.

Give your Editors the right questions, and they become some of your strongest strategic contributors.

Four questions that change the game

These four prompts bring focus to any content decision — and give Editors a clear way to support the bigger picture:

1. Who are we speaking to? Picture real people, not categories. What are they trying to find or do?
2. What do they need from us? Not what we want to say --> what they came for. That’s the baseline.
3. What content already exists? Check before creating. Reuse what works. Clear out what doesn’t.
4. What’s the goal of this content? Every piece should support a change: in knowledge, action, or understanding.

Strategy doesn’t have to be complex. But it does need to include your Editors.

A strong editorial team can do more than maintain your site. They can help shape it, challenge it, and keep it aligned with your purpose. But only if they’re invited into the process early enough to make a difference.

These four questions are a good place to start.