The text discusses the importance of having a strategic approach to content creation in business. It highlights that while content can be a valuable resource, it becomes diluting if not backed by a strategy. The author shares their experience creating a content strategy for Zapier and provides a template that outlines key components such as problem statement, opportunity, audience, strategy overview, key areas of investment, supporting initiatives, goals & KPIs, dependencies, distribution channels, content funnel, future projects, other resources & references, and getting feedback. The goal is to synthesize the information into a concise plan that captures what's going well with existing content, identifies gaps, and outlines how to unlock its full potential through targeted and incisive content campaigns.