Content is information and communication wrapped up in one package. It contains the information as its substance and the delivery method, or media it’s on.
Content strategy is a birdseye view of the reality of where your business is now and the vision of where you want it to be at a future state and creating deliverable content according to that vision.
Since the point of all journeys is to get from A to B, first you need to be very clear on where you are right now. What is the core of your business and how that message is communicated to your audience?