Digital Marketing: Content Marketing and Content Strategy – The Connection

Content marketing and Content strategy are different things. However, they have a strong relationship. In today’s Digital Marketing World, everyone know the word Content Marketing, right? and some people heard the word Content Strategy, right? For your understanding, the major difference between content marketing and strategy is just a matter of semantics.

Content Marketing + Content Strategy = Content Marketing Strategy

What is content marketing?

A simple definition of Content Marketing from Wikipedia as

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Content marketing is also defined 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.

It’s a set of methods to personify a business brand and it helps a company connect to people. That means the audience will connect with it. The most crucial aspect of content marketing is connecting with people in a specific way that helps improve brand visibility. Another important aspect is to connect with the customers in a way that drives business results. Actually, content marketing is just one of many strategic marketing plans that businessmen can use. There are many valuable methods to use, though. These includes:

  • Public Relations
  • Search Engine Optimization
  • Email Marketing
  • Social Media Marketing
  • Messenger Marketing
  • Video Marketing and much more.

What is the content strategy?

A simple definition of Content Strategy from Wikipedia as

Content strategy refers to the planning, development, and management of content—written or in other media.

Well, it’s actually the science and art of defining further business goals. The content strategy includes many guidelines for content style, tone, and voice. The scopes vary from a website, application, or higher company brand level. The most important aspect of content strategy is to ensure the content is approachable and easy to understand. It should be within its context. Therefore, a company needs to find the right tone and voice to match with their products and brand. Many companies hire a content strategist as the part of their project team. An expert can handle an intricate phase of content building.

Content Marketing and Content Strategy – The Connection

#1 Content Planning & Strategy Design

Even though content marketing and content strategy aren’t the same, they are connected. The planning and strategy stage for content marketers overlaps with the preparation that content strategists perform. The tasks are primarily divided on workflow model and organization. It’s important to learn the overlapping marketing planning between them. These are some planning that both content marketers and content strategies do:

  • Competitor analysis
  • Web analytics
  • KPI metrics
  • Buyer Personas
  • Message architecture
  • Search engine optimization strategy
  • Brand strategy
  • Publishing channel map
  • Style guidelines
  • Content sourcing plans
  • Editorial calendar

#2 Content Development & Delivery

Content strategists and content marketers also share the same role of supervising the deliverables development. The content development is established as both of them work together. The only thing that separates them is the organization size. A bigger team can include some content experts including writers, marketers, managers, and content strategists. On the other hand, small businesses only use one person in charge of the entire content strategy. This person handles content marketing, distribution, and development. Content strategy defines both business and audience objectives. When a company makes sales through content creation and distribution, it’s called the content marketing process.

The difference between content marketing and strategy:

The major difference between content marketing and strategy is just a matter of semantics. That means content marketing could be a sub-segment of content strategy or vice versa. Overall, content marketing does the work such as content distribution and production. What about content strategy? It’s the strategic or theoretical approach to producing high-quality content. Both content strategy and content marketing are important, after all. Content strategy has a significant role in the success of online businesses. However, great content isn’t able to reach a more potential audience without good content marketing. All businessmen shouldn’t overlook one of them.

ABOUT THE AUTHOR, Peter Wilmington

I'm associated with iVory Web Design, a Web design & development agency based in Gujarat - India, is the UK Marketing Consultant of the creative branding and website design agency with excellent client communications skills and various web technology expertise. His 8+ years of professional experience allows the clients from all overseas to flourish their businesses.