The document discusses creating and executing an effective content strategy. It begins by defining what a content strategy is and why it is important for meeting organizational goals and attracting website visitors. It then outlines key facets of a content strategy like collaborating across departments and understanding different audience layers. The document provides examples of questions a content strategy will answer and tools that can be used like content audits. It proposes a 7 step process to put a content strategy to work, including realizing there is a problem, building a team, brainstorming, prioritizing projects, applying tools, socializing the strategy, and repeating the process.