A strategic narrative is a document typically created by a product marketing team that tells the story of the company’s unique point of view and unique value that it brings to its customers. It helps to define target audiences, the tech structure and stack, and use cases. Strategic narratives go heavy on storytelling, building a narrative that is impactful and memorable. 

Pitch decks, sales deck, marketing campaigns, and content strategy are typically built off of these. Even a site’s information architecture can be built off of a strategic narrative. It should impact your keyword strategy, your CTAs, your targeting, and your pitches. 

It infiltrates every aspect of a company, but not all companies have a strategic narrative. They are hard to create. They require multiple iterations to find the best story and angle. And they are truly a craft of a product marketing organization. But they aren’t the only ones who can create them.

Here are a few teams who help put strategic narratives together:

• The CEO and executive team, who provide the high-level direction and vision
• Communications/Marketing leaders, who help craft and refine the messaging
• Strategy teams, who ensure alignment with business objectives
• HR/People teams, who help translate it for employee engagement

And here are several ways they are used:

Internal use:

• Leaders reference it when making strategic decisions to ensure alignment
• Managers use it to help their teams understand how their work contributes to the bigger picture
• Employees use it to guide their day-to-day decisions and priorities
• HR uses it in recruiting to attract talent who resonate with the company’s direction

External use:

• Marketing teams build campaigns that reinforce the narrative
• Sales teams incorporate it into their customer conversations
• Investor relations uses it to tell the company’s story to shareholders
• PR teams use it to frame company announcements and milestones

Editorial planning:

• Content teams break down the strategic narrative into key themes and messages that can be explored through content
• These themes inform their content calendar and help prioritize which stories to tell
• The narrative guides the selection of topics that will resonate with both the audience and the company’s direction

Content creation:

• Writers use the narrative to frame blog posts, videos, podcasts, and social media content
• Content teams weave elements of the company’s journey and vision into case studies and customer stories
• The narrative helps maintain consistency in tone, messaging, and positioning across different pieces

Now, strategic narratives change over time. Feedback from teams on how the narrative and its themes are performing in market helps shape the narrative. Product updates, launches or partnerships also can change the strategic narrative, and at the very least should add to it. 

A strategic narrative is not a static document, but it also shouldn’t change more than every quarter (and my goodness, even that is a lot). Ideally, the overarching theme of a strategic narrative is good for a full half, if not a full year, before substantive changes are made. 

Because I’ve been on such an AI kick, and Claude is my current favorite, I asked it to write me a strategic narrative, and then build a content strategy based on that narrative. I’ve included below what it sent back to show you how this works, and how crucial this type of document is for content strategy and business narrative alignment.

An example strategic narrative:

EcoTrail Outdoor Gear: Pioneering Sustainable Adventure

Our Origins

We started in 2015 when our founders, both avid hikers, became frustrated with the environmental impact of traditional outdoor gear. They saw pristine trails littered with broken equipment and learned that most outdoor gear ends up in landfills. This sparked a mission to revolutionize how outdoor equipment is made.

Our Present Reality

Today, we’re facing a critical moment in outdoor recreation. More people than ever are exploring nature, but this increased traffic threatens the very environments we love. The outdoor industry produces over 50 million pieces of gear annually, with 85% made from non-biodegradable materials.

EcoTrail is challenging this status quo. We’ve developed proprietary technology that creates high-performance gear from biodegradable materials, designed for circularity. Our gear performs at the highest level while decomposing naturally at the end of its life. We’re proving that sustainability and performance can coexist.

Our Path Forward

We envision a future where outdoor adventure and environmental preservation go hand in hand. By 2030, we aim to:

• Make all our products from 100% biodegradable materials
• Establish gear recycling programs in every major hiking region
• Create a worldwide network of repair centers to extend gear lifespan
• Partner with 1,000 trails to implement zero-waste initiatives

How We Get There

Our strategy centers on three pillars:

1. Innovation in Materials We’re investing heavily in R&D to develop new sustainable materials that match or exceed traditional performance standards. Our scientists work directly with adventurers to test and refine these materials in real conditions.
2. Community Leadership We’re building a movement, not just a company. Through our Trail Guardian program, we’re connecting with outdoor enthusiasts who share our vision and can help spread sustainable practices.
3. Industry Transformation By open-sourcing some of our sustainable material innovations, we’re inviting the entire industry to join us in reducing environmental impact. We believe collaboration, not competition, will drive real change.

What Makes Us Different

Unlike traditional outdoor gear companies that treat sustainability as an add-on feature, it’s the core of everything we do. We’re not just selling gear; we’re providing tools for people to explore nature while preserving it for future generations.

Our Call to Action

Every piece of gear we make is an invitation to join a larger movement. When you choose EcoTrail, you’re not just buying equipment – you’re investing in a future where outdoor adventure and environmental stewardship are inseparable.

How a strategic narrative translates into a content strategy

EcoTrail Content Strategy 

Content Mission

To educate and inspire outdoor enthusiasts about sustainable adventure while positioning EcoTrail as the leader in environmentally conscious outdoor gear.

Core Content Pillars

1. Sustainable Innovation Stories (35% of content)

Theme Support: Innovation in Materials, Industry Transformation

• Technical deep-dives into our material science
• Behind-the-scenes R&D process stories
• Impact studies and environmental metrics
• Gear durability test results and demonstrations
• Biodegradability explainers and documentation

2. Adventure With Purpose (30% of content)

Theme Support: Community Leadership, Call to Action

• Trail Guardian profiles and stories
• User-generated content featuring sustainable adventures
• “Leave No Trace” educational content
• Responsible outdoor recreation guides
• Community cleanup event coverage
• Trail preservation tips and techniques

3. Industry Leadership (20% of content)

Theme Support: Industry Transformation, What Makes Us Different

• Environmental impact reports and analysis
• Outdoor industry sustainability trends
• Open-source innovation announcements
• Partnership stories and case studies
• Expert interviews and thought leadership
• Policy advocacy and environmental regulations

4. Product Education (15% of content)

Theme Support: Path Forward, What Makes Us Different

• Product design philosophy
• Gear maintenance and repair guides
• End-of-life disposal instructions
• Comparison guides with traditional gear
• Sustainable material care tips

Channel Strategy

Website & Blog

• Long-form educational content
• Technical specifications and research
• Company announcements and milestones
• Product guides and comparisons

Instagram

• Visual storytelling of adventures
• Behind-the-scenes R&D
• Trail Guardian highlights
• Product durability demonstrations
• User-generated content features

YouTube

• Material science explainers
• Gear testing videos
• Trail Guardian documentaries
• How-to repair guides
• Environmental impact documentaries

LinkedIn

• Industry insights
• Partnership announcements
• R&D breakthroughs
• Thought leadership articles
• Company culture stories

Email Newsletter

• Product launches
• Community event announcements
• Environmental impact updates
• Exclusive repair tips
• Trail Guardian applications

Content Calendar Framework

Quarterly Themes

• Q1: Winter Adventure & Sustainability
• Q2: Spring Innovation & Research
• Q3: Summer Community Impact
• Q4: Fall Future Vision & Goals

Regular Content Series

• Monthly: Trail Guardian Spotlight
• Bi-weekly: Gear Science Deep-Dive
• Weekly: Adventure Tips & Tricks
• Daily: Community UGC Features

Measurement & KPIs

Brand Metrics

• Brand sentiment analysis
• Share of voice in sustainability conversations
• Media mentions and coverage
• Industry authority rankings

Engagement Metrics

• Content engagement rates
• Social sharing statistics
• Community growth
• Comment quality and sentiment

Impact Metrics

• Trail Guardian program applications
• Community event participation
• Recycling program adoption
• Environmental impact statistics

Business Metrics

• Content attribution to sales
• Email list growth
• Lead generation
• Customer retention rates

Content Production Guidelines

Voice & Tone

• Authoritative but accessible
• Environmentally conscious
• Adventure-positive
• Science-based
• Community-focused

Visual Guidelines

• Raw, authentic outdoor photography
• Technical diagrams and infographics
• Behind-the-scenes documentation
• User-generated content integration
• Consistent eco-branding elements

Content Standards

• All claims backed by research
• Environmental impact verified
• Technical accuracy reviewed
• Community stories authenticated
• Inclusive representation