Content strategy is where contention creation, distribution, and business goals meet.
Content strategy is complimented by content marketing, which is the more granular plan to create, publish, and distribute any tangible media under your brand.
Think of content strategy as the overall grand scheme blueprint, whereas content marketing is the individual journey towards driving that brand success.
A good content strategy:
- Distills your audience’s actual pain points.
- Prioritizes content that attracts, engages, and intentionally converts readers into the next phase of your funnel.
- Is competitive. It looks at the content gap and primary differentiators between your brand and its competitors.
- Is defensive. Your content needs to be benchmarked against your competition.
There are several key considerations to consider when putting together a content strategy:
What content format will you focus on?
Start with a Clear Business Goal
Content strategy starts as soon as you have a clear and real business objective in mind. Most content strategy agencies seek to hone in on exactly what their clients look to accomplish, and then come up with the series of strategies to get there.
For most businesses, content is just a means to an end, or a vehicle to achieve your business goals. Content creation is what determines whether your vehicle is a pristine masterpiece on wheels or a janky clunker that doesn’t make it down the block.
Think of content as a critical puzzle piece: it can plug into virtually any digital marketing strategy, but it’s only useful as the business goal and strategy it’s connected to. Thankfully, we’re in the digital world where almost everything is measurable with precise insights from Google Analytics, Ahrefs, Semrush, Facebook Ad Manager, and so on.
We’ll say it again because it’s that important: content strategy is the intersection of contention creation, distribution, and business goals. A strategy needs all three of these critical components to succeed, and it must be paired with accurate measurement and ruthless iteration.
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