Communication has evolved dramatically almost every day, making content strategy even more important.

In the past, companies and organizations relied heavily on newspapers, television, and radio to distribute information. This was all before cell phones and new technology existed. While content strategy remained important then, the expansion of websites, social media, and digital communication created many more ways for audiences to stay in touch with their organizations.

If anyone produces content without a strategy, their platforms could end up sharing potentially inconsistent or inaccurate information. This is why I believe content strategy has been growing tremendously lately, and for good reasons.

The Emergence of AI

Over the past 15 years, content strategy practices have changed as artificial intelligence has become a major tool, and it will keep growing. According to an article on Quibble, the share of small and medium-sized enterprises using AI grew from 5.6% to 54% between 2020 and 2025 (Morrish, 2026). What a noticeable increase!

Even people who work independently, like journalists and reporters, use AI for assistance, but it shouldn’t replace human intelligence. I think it’s a useful tool and collaborator for projects, so anyone can use it to develop content strategies as long as they don’t rely on it too heavily.

The Quibble article also notes that businesses that use AI strategically rather than reactively will benefit most (Morrish, 2026). This is an effective statement about content strategy and AI that everyone should consider when producing content.

Preparation for Success

While AI can help companies and organizations succeed, I know budget and buy-in are factors they should consider when preparing for success. Meghan Casey’s The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right discusses this concept. In the beginning chapters, the author discusses securing resources to prepare for change, meaning people would need to involve stakeholders and assemble a cross-disciplinary team (Casey, 2015).

An example of what Casey describes relates to my work setting: a school. I can only imagine how the school district would love to improve communication with families. This is where a content strategy comes in, along with assigning staff to tasks such as updating websites and providing translations to anyone who needs them.

Effective content takes time, skilled workers, and the right technology. The Australian Public Service Academy points out that starting early with relevant stakeholders shows that every form of success depends on the people who carry out the strategy (Australian Public Service Academy, 2026). Finding the right people and equipment is crucial for content to succeed. I think Casey’s description of this area of content strategy is important for everyone to understand, because if no one is skilled enough to use good equipment, how would viewers know what’s accurate and accessible?

Ultimately, developing a content strategy is a must! Any company or organization needs to do this in order to be successful. I’ll definitely live up to everything discussed here so I can break out in life, too!

References

Casey, M. (2015). The content strategy toolkit: Methods, guidelines, and templates for getting content right. New Riders.

Get senior executive buy-in. (2026, September 23). Australian Public Service Academy. https://www.apsacademy.gov.au/learning-experiences/resources/get-senior-executive-buy

Morrish, A. (2026, June 8). The evolution of AI in content strategy. Quibble. https://quibble.digital/insights/the-evolution-of-ai-in-content-strategy/