Marketing departments are increasingly confronted with the concept of content strategy. Companies have to become fully conversant with the topic to engage customers and create long-term loyalty. As far as producing content is concerned, social networks and standalone blogging platforms play an equally important role. A comprehensive content strategy should not be underestimated, as there are many rules that should be observed when it comes to the different social media networks and their respective target audiences. The aim of this white paper is to outline the main processes for content strategies, to explain the reasons for a renewed focus on people and to show how companies can achieve long-term results.