Most people think content creation is just about brainstorming and posting. NO. There is an art and science behind it.  

Content is an umbrella term. There are multiple layers to it.  Content strategy and content marketing are the most important facets. 

So, what do you mean by content strategy? And even content marketing, for that matter?

If you DON’T understand the difference between them, you end up receiving results that are NOT satisfactory. 

This is where you need the right information and guidance. 

Fear not! This article is here to guide you. Let’s break down the concepts of content marketing and content strategy and learn from the basics. 

What is Content Strategy? 

Simply put, content strategy is all about planning behind any content marketing effort.  

But how it works? 

Here, you must decide your brand's effective content formats and topics. Every business is unique - their target audience and unique selling propositions are also different. 

So, content strategy is not a cakewalk. 

Because reaching and engaging with the target audience is a systematic process. Also, setting up the right content workflow and publishing processes.

Have you ever used Google Maps to reach your destination? Content strategy is the map for your content marketing efforts. Consider content strategy as your vision. It is the why and how formula for your content marketing endeavors. 

Additionally, the content strategy involves the analysis of the target audience. But what does it mean? Get to know their needs and how best to deliver content to them. 

Ultimately, content strategy is the roadmap to produce effective content to reach your marketing goals.

Fundamentals of Content Strategy

Before curating your content strategy, you need to keep your basics intact. Here are the core essentials of content strategy that you need to consider: 

• Figure out your competency and create content around that.

• A content strategy will only be successful if it resonates with the target audience. 

• Prepare your content strategy, keeping the end goal in mind. 

• Competitor analysis - think of strategies to outperform them. 

• You need to understand the sales funnel and the stages involved. 

• Different forms of content are available there, so you need to decide on the content that is apt for your business. 

• Have a plan to modify and repurpose your content.

What is Content Marketing?

Content marketing is the fruit content strategy. It is all about execution. Content marketing is deploying relevant content through the right channels. 

Probably the best (most sustainable) way to promote a business or idea. 

Remember, the heart and soul of any content strategy lies in its audience. So, the first step is to know your audience. Then, provide them with valuable, interesting, and relevant information that they can consume and act on. 

So, consistency is the key here. So, if you are starting, focus on growing your audience - build a loyal readership.  

Then, nurture them with genuinely helpful content. Finally, convert them into paying customers. 

Difference Between Content Strategy and Content Marketing 

Here are the factors that differentiate Content Strategy and Content Marketing:  

Content Strategy is the ‘WHY’and ‘How’

The planning behind your content comes under the content strategy. So, it is the why and how behind any content marketing effort. 

This planning stage comes with knowing the goals and understanding the buyer’s persona. Simply put, content strategy tells you how to tailor your content to reach your intended audience. 

Content marketing, however, is the tactical execution of your content strategy. Because her you promote and and distribute content to achieve those goals.  

‘Target Audience’ Defined by Content Strategy

As you see above, content strategy comes with a clear goal. When you know your goal, you know who to target. 

It tells you - 

• What are people expecting from your content?

• What are their pain points? 

• How can you add value to your products and services? 

Once you know the answer to these questions, you devise your content marketing strategy that speaks directly to the audience. 

This is where content marketing starts. 

Content Strategy is Setting Metrics for Content Marketing 

When it comes to Content strategy, you ask yourself questions like:  

• Do you have the reader's attention? 

• Is your website attracting visitors?  

• How often do you converse? Can you convert your prospects into readers?  

How to Execute Content Marketing?

It is not just about creating content and putting it out there. But it is about delivering valuable content consistently.  

Steps to execute a content marketing strategy include: 

• Defining goals and objectives. 

• Researching topics and keywords.

• Creating content.

• Optimizing content for search engine visibility.

• Promoting content.

• Measuring and analyzing results. 

• Making adjustments as needed.

Content marketing can take many forms, including-

• Blog posts.

• Articles.

• Videos.

• Podcasts

• Webinars. 

• Case studies. 

• Whitepapers.

Content should be created and distributed on various channels and platforms to reach the right people at the right time. 

Streamlining Content Strategy and Content Marketing Together

Content strategy and content marketing are like harmonies in the content world. Because they need gel really well to get those desired results.  

Streamlining these two elements will make the content more effective and likely to reach the target audience. 

Plus, the combination of both will aid you in maintaining your consistency. Because after you have the plans, you will create a content calendar that help you immensely in avoiding the last-minute hurries. 

So, here is the deal: consider content strategy as a prerequisite to your content marketing plan. Don’t produce anything related to content marketing unless you have a solid content strategy. 

DISCLAIMER: If your content strategy is not getting the desired results, feel free to tweak it.   

Wrapping up

We hope you understand that content strategy is the driving force of content marketing.

It's like a ship needing a captain to guide it to the right destination: with a content strategy, content marketing can stay within reach of a real direction and purpose.  

So, the next time, consider your content marketing strategy as your PLAN to execute your content marketing strategy. 

If you have any questions, reach out to us!