As content has become meaningful for companies in the last years, the question about differentiating content marketing and content strategy arises. Are the two terms the same? Or different, or complementary?
“Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.”
Sounds to complicated, huh? But it is not. Let’s take a look through the process of content marketing.
In the beginning it is the definition of user needs and then starts the creation of content. Then you have to do outreach, benefit visitors and profit conversion. That’s the whole process and again pay attention to the first step – definition of the customers’ needs. It is essential.
Before you start creating content, you need to build your strategy. Here is а definition about content strategy:
“Content strategy plans for the creation, publication and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place.” – Kristina Halvorson
Not so complicated as the previous, but still let’s check the process.
We start the same way as with content marketing by defining customers’ needs. What follows is the content audit with the content planning. Then comes content production, respectively the content deliverance. In the end, the result need to be measured in order to make conclusions and improvements.
To summarize, content marketing and content strategy are two separate yet deeply connected. So, it is not Content Marketing vs. Content Strategy. It is Content Marketing + Content Strategy = Win.
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