Article Review: Content Strategy: An Integrative Literature Review

Note: I had written the following article review as part of my Annotated Bibliography project during my graduate program.

Clark, D. (2016). Content Strategy: An Integrative Literature Review. IEEE Transactions on Professional Communication59(1), 7-23.

Clark’s article looks at how content strategy is defined and discussed in scholarly and trade literature, and what do the discussions indicate about the direction of the technical communication field. Clark conducted an integrative literature review to find answers to the research questions. Clark traces the emergence of content strategy across multiple disciplines such as technical communication, marketing, knowledge management, and so on. Because content strategy is an integral part of several disciplines, an integrative literature review was the most suitable research instrument.

Clark selected the literature to be reviewed based on whether the work contributed to the knowledge about content strategy, if the work was published after 2009 so as to include recent publications, if the work had the potential of being widely cited and shape the conversation about content strategy, and if the work was publicly available. Based on these criteria, Clark narrowed down the literature to 37 publications comprising of 24 articles and 13 books.

To analyze the literature, Clark resorted to the Classical Rhetorical theory that provides the terminology for discourse analysis. Clark manually read the publications carefully. He noted the definitions and descriptions of content strategy in the publications, and the processes and tools they discussed to meet the content strategy goals. He also collected the employment history of the authors of the publications.

The analysis of the collated data suggests a lack of a common definition of the term “content”. The analysis reveals that content strategy is considered to be the process of creating and maintaining material, is integrated with business and technical needs, and is primarily focused on the customer. The literature promises content strategy as a viable career path for technical communicators, but lacks concrete, real-world examples of putting the concepts into practice. The literature related to content strategy is found in trade publications than academic journals. It indicates that though there is a demand for content strategists in the industry, faculty are not giving it due attention.

The audience for the article are content strategists, instructors of professional communication courses, and documentation managers. Clark discusses the relevant literature snippets thematically instead of presenting a patchwork of quotations and annotations from the literature. He presents a rich level of detail in the literature review. He analyzes the cited literature and provides suggestions for future research in the area of content strategy. He thus meets Hughes and Hayhoe’s (2008, p. 121) criteria of a good literature review.

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