Confused Between Content Marketing &. Content Strategy? Here’s the difference
Aug 23 2019 admin
Most people confuse content strategy with content marketing and treat those words interchangeably. However, these are two different terms altogether that mean different things and understanding this difference is the key to making your content production and distribution efforts far clearer both on paper and in practice.
Content marketing can be considered an aspect of content strategy. Its definition can be summed up as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Typical content for content marketing techniques will serve the purpose of attracting customers and building meaningful relationships with them. This can include but not be limited to, email marketing, blog posts, social media content and more. All these are a part of one’s overall content marketing strategy.
The content strategy basically refers to the overarching plan a business has for the content that it has created. In simple terms, it is the blueprint for the content, outlining the objectives and delivery of the content. Unlike traditional blueprints though, this blueprint is flexible, changing according to the evolving nature of the market and industry. To ensure that one’s strategy is on even keel, one needs to ask questions like, why the content is being created, who is the target audience, what do we want the reaction to this content to be, how do we promote it and more. Managing all these aspects may get confusing, which is why we have provided a handy checklist for your convenience.
- Set measurable and achievable goals: Without clearly defined goals and objectives, it is difficult to measure the success of any marketing campaign. Every piece of content should be thought out and have a definitive purpose behind it, be it increased followers, conversions or merely sales.
- Decide the journey you wish your brand to enjoy: The overall goal of a good content strategy should be to appeal to one’s audience at every point of their purchasing journey. The content should basically guide them down one’s sales funnel from the time they first hear about one’s brand to the act of purchase itself.
- Choose your content wisely: Putting out just about any content is not the way to go about things. One should research one’s target audience and speak to them in their language and through the platforms they are comfortable with.
- Set an editorial calendar: Consistency is the name of the game with content strategy. To ensure that the audience can expect certain content at a certain time, an editorial calendar that spells it all out is a must.
So as is obvious, though there is a significant overlap between content strategy and content marketing efforts, they are different and serve separate purposes.
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