Strategy is your approach to achieving goals, and tactics are the specific actions you take to implement them. But even with a well-documented content strategy and the best follow-through, a team’s unique perspectives—the lessons it’s learned, its beliefs about how tools should be used, and its reasoning about why specific decisions make sense—usually go unarticulated.

Those invisible principles are a critical bridge between strategic plans and tactical follow-through. Uncovering, articulating, and documenting them produces doctrine: a shared playbook that can keep your team on track through staff turnover, shifting priorities, and changing technology. In this talk, we’ll discuss the role doctrine plays, how it’s helped other organizations bring clarity to their content work, and how teams can start using it.