When it comes to taking your business forward into the digital age, tech-babble and SEO terminology can put anyone off – especially SMEs who may only just be coming round to the idea of a website as a necessary extension to their business. There's one distinction in particular that’s liable to cause confusion:
Content strategy and content marketing – what's the difference? Surely they're one in the same?
Well, actually no. And knowing why not may just be the difference between digital success and its less favourable alternative.
In the simplest terms, content strategy is the 'why' while content marketing is the 'where'.
'Why' will my audience find this valuable? 'Why' does it work for my brand? A content strategist needs to know the best direction for their content, and work with the content development team to deliver it.
On the other hand, content marketers will know 'where' to distribute and promote this valuable content in such a way as to attract, engage and acquire a clearly defined audience with the aim of driving customer action, and directing profits back to the company.
It's not hard to see then, that when combined, these two roles can be so effective at delivering insightful content to exactly where it needs to go. But to get there, both the strategist and the marketer need to ask the right questions and really get to the bottom of the motivation behind their content, and how it’s going to help them to achieve their business goals. For example,
Who's going to see it?
Who do you want to see it?
Why is it relevant?
Answering even the most rudimentary and overlooked questions will ensure your content falls in line with your strategy. Thinking outside the box certainly has its place, but sometimes it's the most seemingly obvious concerns that get overlooked. For example, 'why am I doing this'; the most important question of all when it comes to content, and the one that’s most likely to get lost in the melee.
But remember, knowing the answers is only one thing – turning them into targeted actions is another ball game entirely. So don't spend all your time on the whys and whatfors; put what you've learned into effect, and the results will speak for themselves.
Visit our Content Services page to find out how we can help you.