This document introduces the concept of editorial strategy as a way to develop editorial content as a product. It discusses how content strategy has evolved from publishing and the need to treat editorial content as an asset. The value of editorial content fluctuates but curation remains important. Editorial strategy uses three tools - a style guide, editorial calendar, and product strategy - to plan and manage content after launch. It provides an example of how editorial strategy helped a real estate site engage audiences with hyperlocal editorial content products.