Content strategy is the high-level planning, execution, management, and ongoing management of the content lifecycle to support key business endeavors.
Essentially, it’s your brand’s game plan to drive traffic, leads, engagement, sales, and other business results through content.
Content strategy is one of the most important components of your marketing strategy because it dictates who, what, where, when, and how you plan to connect with your audience.
It’s much broader than a list of content formats and topics. It includes buyer personas, journey maps, editorial calendars, audits, and content management.
A well-executed strategy establishes a culture of content within your business that drives bigger investments.
Furthermore, it provides a framework to measure content marketing ROI, maintain responsibility, and ensure ongoing predictable results.
But it takes time and money to create great content. So whether you outsource blog posts or develop videos in-house, it’s critical to have a well-organized plan to get the outcomes you want.
To communicate with your audience, you need to produce content. Content delivers the message of your inbound marketing strategy. Content is what you’re trying to deliver to your visitors, leads, customers, and promoters.
There are a lot of different ways you can deliver content: blog posts, emails, website pages, social media, print collateral, and beyond.
Content strategy vs. content marketing strategy
Content strategy is a higher-level business activity than content marketing. Content strategy is the roadmap that guides your content marketing.
It’s the decision-making that underlies whom your content will impact, how your content will cut through all the noise, and the expected results.
On the other hand, content marketing is the process of organizing, scheduling, creating, publishing, and promoting content pieces.
Content marketing is the tactics that follow the content strategy.
Your content strategy defines:
What you’re trying to accomplish
Who you’re trying to reach
What types of content you’ll publish
How your content will support the brand
How your content will be differentiated