Beyond keyword phrases to tighten an existing idea or derived from SEO research, content strategy means following other best practices. For example, do you make sure to include inbound links internally that point toward your new content (and not just outbound)?
It means targeting keywords that not only make sense from an SEO perspective but through the expertise/niche of the business.
Integrating SEO with your content calendar & regular hub page updates allows you to gain more organic traffic, alongside keyword rankings & conversions, than would otherwise be possible from everything you already do.