Content marketing and content strategy are related concepts, but they have distinct focuses within the broader realm of content creation and marketing. Here’s a breakdown of the key differences between content marketing and content strategy.
Differences Between Content Marketing and Content Strategy
Content marketing and content strategy are related, with content marketing a subset of strategy.
The strategy provides the overarching framework for creating and managing content, encompassing elements like content planning, governance, and workflow. Content marketing, on the other hand, specifically focuses on using content as a marketing tool to attract, engage, and convert customers.
However, content marketing and content strategy are essential for a comprehensive and effective approach to content creation and marketing within a business context.
What Is Content Marketing?
Content marketing is the practice of creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. The goal is to drive profitable customer action by providing content that meets the needs and interests of the audience. It involves producing content such as blog posts, articles, videos, social media posts, and more to build brand awareness, generate leads, and nurture customer relationships.
The ultimate objective of content marketing is to drive customer behavior, whether it be making a purchase, subscribing to a service, or taking some other desired action.
What Is Content Strategy?
Content strategy is a broader, more comprehensive approach that involves planning, developing, and managing content throughout its entire lifecycle. It encompasses the creation, publication, and governance of useful, usable content that aligns with business goals and meets user needs. A content strategy involves defining the purpose of content, identifying the target audience, and ensuring that content is produced, organized, and maintained in a way that serves both business objectives and user needs.
The primary objective of content strategy is to align content creation with business goals, ensuring that the right content is produced and delivered to the right audience through the right channels.
Examples of Content Strategy
Content strategy involves planning, developing, and managing content to align with business goals and meet user needs. Here are a few examples of content strategy in action.
Brand Storytelling Strategy
Brand Storytelling builds brand identity and connect with the audience emotionally.
Strategy: Develop a narrative that communicates the brand’s values, mission, and personality. Create a content plan that incorporates consistent storytelling across various channels, such as the brand’s website, social media, and marketing materials.
User-Generated Content Campaign
User-Generated Content (UGC) Campaign increases audience engagement and authenticity.
Strategy: Develop a content strategy that encourages users to create and share content related to the brand. This can include social media campaigns, contests, or features on the brand’s website showcasing user-generated stories, photos, or videos.
SEO Blog Content
SEO Blog Content improves search engine visibility and attract organic traffic.
Strategy: Conduct keyword research to identify topics relevant to the target audience. Develop a content calendar for regular blog posts that address these topics while providing valuable information. Optimize content for search engines by incorporating relevant keywords and providing high-quality, shareable content.
These examples illustrate how content strategy can be applied across different aspects of a business to achieve specific objectives, whether it’s building brand identity, increasing engagement, improving search visibility, or nurturing leads through the sales funnel.
Jeanne Grunert is the founder and president of Seven Oaks Consulting, and an award-winning writer and content marketing expert with over 30 years of writing, marketing, and business experience. She writes, teaches, and speaks frequently on all things writing, content marketing, and personal branding. Jeanne currently serves as the National Association of Independent Writers and Editors (NAIWE) Branding and Marketing Expert. She holds an M.A. in Writing and an M.S. in Direct and Digital Marketing (awarded with distinction) from New York University. Jeanne is the author of eight books, including the acclaimed Majek Family Mysteries and Pricing Your Services: 21 Tips for More Profit.