Content Strategy.

Content strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s. It is a recognized field in user experience design, but also draws interest from adjacent communities such as content management, business analysis, and technical communication.

Content strategyWikipedia
Content Strategy: A Guide for UX DesignersGather Content
Content strategy articlesUX Booth
Content Strategy
UX and Content Strategy: How They Are Related and Why You Should CareDesignmodoMay 4th, 2019
Content Strategy and UX: A Modern Love StoryUX MagazineFebruary 14th, 2011