When it comes to digital marketing, quality content remains top priority. Between SEO and user experience, content is what can make or break your website. With all of the talk of creating great content, the lines between content strategy and content marketing are starting to blur. These two very distinct disciplines of content are beginning to be used interchangeably, yet they are vastly different.
Yes, content applies to all aspects of business in one way or another, but it’s important that we don’t just carelessly throw around terms without knowing their correct meaning.
Lets start with content strategy, which is the practice of planning for content creation, delivery, distribution and regulation. Before creating any type of content, a strategy must be developed and implemented. This will map out exactly how content will be used to accomplish business goals at a high level.
Once you have a content strategy in place, then you can begin developing your content marketing strategy. Content marketing refers to content that is specifically designed and developed for marketing purposes in order to meet previously defined goals.
While a content strategy focuses solely on specific audiences, a content marketing strategy is meant to be presented as useful to readers, which then builds brand loyalty.
Both strategy and marketing aspects aim to deliver useful content of high quality, but they differ in focus and application. Simply put, content strategy addresses the “how,” “where” and “what” of using content, while content marketing addresses the “why.”
Content strategy is what makes content marketing work; you cannot have one without the other. Once both strategies are in place, you can focus on creating content that connects with audiences and delivers on business objectives. Having an effective digital marketing strategy requires knowing the distinction between these two practices so that your organization can successfully implement both, utilize appropriate resources and measure efficacy and make adjustments as needed.
At Liqui-Site we can help you put together a content strategy and a content marketing strategy to reach your goals, as well as assist in the content development process. The creative and innovative members of our talented digital team are experts in using content to reach audiences and drive conversions. If you have any questions about our services, feel free to contact us to schedule a consultation.