Content strategy

How do you build a coherent content strategy with the help of AI?

1960 € per session, excl. VAT

In short

“Building a content strategy” is a private in-person session of a full day for marketing, communications and content managers or editorial project managers and brand managers. It helps you link the content strategy to two or three measurable marketing objectives. Groups of up to 12 participants, in French, with exercises on your own work cases.

Why this training?

Publishing more with AI does not create a strategy: without clear objectives and themes, the team produces a large volume of scattered content that supports neither brand awareness nor sales. This day first establishes the framework (objectives, audiences, themes, formats), then defines where AI contributes to production and which rules ensure accuracy and the brand’s voice. Running case study: « Hydra Pro », a fictitious manufacturer of water treatment solutions for the food and drink industry, publishes on an ad hoc basis without a clear direction. A sample of 20 fictitious pieces of content and the year’s commercial objectives are provided. Workplace application: The participant audits twenty real pieces of content from their organisation and presents an initial version of the strategy to management within a month.

Objectives of this training

  • Link the content strategy to two or three measurable marketing objectives
  • Audit a set of existing content against explicit criteria
  • Define priority audiences, pillar themes and formats for each stage of the customer journey
  • Describe a production process that specifies the role of AI and human approvals
  • Write a short editorial charter including rules for using AI
  • Choose performance indicators and a review frequency

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing, communications and content managers
  • Editorial project managers and brand managers

Prior skills

  • Regularly use a generative AI assistant and know how to structure a request (AI Prompting level or equivalent prior learning).
  • Be actively involved in your organisation’s marketing: target audiences, channels, content and key indicators.

What you will work on

  1. Objectives and the role of content

    Objective: Give every piece of content a purpose. Content and the funnel: attract, persuade, retain; measurable objectives; trade-offs between volume and quality.

  2. Audit of existing content

    Objective: Understand what already works and what is missing. Audit framework: audience, theme, journey stage, quality, performance; AI-assisted classification followed by a sample check.

  3. Audiences, themes and formats

    Objective: Build the structure of the strategy. Priority audiences; three to five pillar themes; formats according to the journey stage and available resources; generating and selecting ideas for each pillar.

  4. Assisted production process

    Objective: Scale up production without compromising quality. Stages: brief, research, first draft, subject-matter expertise, proofreading, approval; the place of AI at each stage; factual and legal checkpoints.

  5. Editorial charter and AI rules

    Objective: Ensure a shared voice and common rules. Tone, vocabulary, prohibited topics, accepted sources; rules for using AI: data, verification, internal transparency.

  6. Monitoring and roadmap

    Objective: Keep the strategy active over time. Indicators for each objective; a simple dashboard; quarterly review; a twelve-month roadmap.

What you take away

  • Content objectives sheet
  • Audit table for existing content
  • Editorial matrix: audience × stage × format
  • Production process and editorial charter with AI rules
  • Annual roadmap and performance indicators

Method and assessment

  • Short teaching inputs followed by immediate practice on the running case study.
  • Individual work followed by work in pairs, with participants reviewing each other’s work.
  • Guided group discussion: what works, what needs correcting and what remains a human decision.
  • Preparation: Gather around twenty published pieces of content (articles, posts, emails, videos) and their results, if available. Familiarise yourself with the year’s marketing objectives.

Observable criteria: Each pillar is linked to a measurable objective; The audit classifications proposed by AI are checked on a sample; The process specifies who approves what and at which stage; The charter contains explicit rules on the use of AI; Each objective has an indicator and a review frequency.

Frequently asked questions

Does this day replace an agency?

No. It gives the team a framework and a method for managing its strategy, with or without an external provider.

Is content produced during the session?

A complete brief is tested on a piece of pillar content; most of the day focuses on the framework and the process.

Must content produced with AI be labelled as such?

The charter defines your internal rules; the applicable legal obligations should be checked with your legal department.

Does the method also apply to B2C?

Yes. The running case study is B2B, but the objectives-pillars-formats structure applies to any audience.

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