The relationship between content marketing and content strategy is like cooking. Content marketing is the entrée everyone gets to enjoy. But content strategy is the recipe, making sure the ingredients come together in the right way. Without it, you’re just throwing things in a pan and hoping it taste half-decent.
If you’ve been creating social media posts, updates, and blog content but don’t have a clear plan, this is your intervention.
Content Marketing vs. Content Strategy: What’s the Difference?
Content Marketing: The execution. Blogs, videos, emails, and social posts. It’s what people see.
Content Strategy: The plan. The why, what, where, and how. It ensures content is aligned with goals and serves a purpose.
Skipping content strategy leads to:
- Random topics and formats that confuse your audience.
- You’re too busy creating the wrong content to deliver what’s needed.
- Chasing metrics instead of measurable outcomes like leads or sales.
What Makes a Good Content Strategy?
Deep Audience Understanding
Forget surface-level personas. Know what keeps your audience awake at night and what they’re searching for. Build content to meet those needs.
For example, maybe your audience is frustrated because they don’t understand how to scale their business without sacrificing quality. A blog titled “5 Tools to Automate Your Workflow Without Losing Control” could address that. The more specific you get, the more your audience feels like you’re speaking directly to them.
Clear Goals
Every piece of content should have a purpose. Are you building trust, generating leads, or closing deals? Define the goal before creating.
Let’s say you’re promoting a new product launch. Maybe your goal for the first blog is to educate your audience about the problem this product solves. The next email in the sequence could highlight the product’s unique features, and the final stage might offer a demo or limited-time discount. Without clear goals, your content feels scattered instead of guiding your audience toward a specific action.
Suggestion: Before creating anything, sit down and map out the journey. Write it down: What’s the first step your audience will take? What do you want them to do next? Build your content around this roadmap.
Full-Funnel Coverage
• Awareness: Blogs, guides, and videos that educate.
• Consideration: Case studies, FAQs, and detailed comparisons.
• Decision: ROI calculators, testimonials, and how-to guides.
Imagine you’re selling an online course. At the awareness stage, your content might focus on blog posts like “10 Signs You’re Ready to Scale Your Business.” For consideration, you could offer a free webinar or case study showing how your course helped someone else. At the decision stage, testimonials or a demo of the course platform can seal the deal.
Flexibility
Strategy isn’t static. Markets shift, and audiences evolve. Audit, measure, and adjust to stay relevant.
For instance, maybe a blog you thought would drive traffic isn’t performing as expected. Could it be repurposed into a video or infographic for better engagement? Or maybe you’ve noticed your audience responding more to short, actionable tips than long-form content. Adapt your approach based on what works.
Marketing Without Strategy: What Happens?
Picture this: You create a blog series about “Emerging Tech Trends.” It looks good, but here’s the problem:
- It doesn’t address your audience’s immediate challenges.
- No one promoted it because there was no distribution plan.
- The people reading it aren’t your target audience—they’re just browsing for fun.
Without a strategy, you’ve wasted time and resources. Multiply that over a year, and you’ve thrown away opportunities to make a real impact.
Maybe you’re trying to create buzz about an upcoming service launch, but instead of tying your content to that goal, you’ve ended up producing something completely unrelated. The result? Wasted time and missed opportunities.
Before creating your next piece of content, ask yourself: What’s the endgame? How does this piece fit into the bigger picture? Write it down. Outline how your content will guide the audience from awareness to action.
How to Align Strategy and Marketing
- Define the business objectives. Are you growing your audience, increasing conversions, or driving repeat business? Let those goals shape your content.
Example: If your goal is to retain customers, create a monthly newsletter with tips and insights tailored to their needs. Don’t waste resources on top-of-funnel content if it’s not relevant to this goal.
- Involve your team early. Understand the gaps in your messaging and align your efforts. If your sales team is fielding the same questions repeatedly, create content that answers them—like an FAQ page or a step-by-step video tutorial.
- Ensure you have content for every stage of the journey. Don’t stop at top-of-funnel educational pieces—help your audience take the next step.
Example: If someone downloads your free guide, what happens next? Maybe they get an email with a related case study, followed by an offer to schedule a consultation.
- Focus on Measurable Outcomes: Track leads, conversions, and sales influenced by your content—not just clicks or likes. If you’re trying to sell a product, don’t settle for “people read the blog.” What you want is: “People read the blog, clicked through, and purchased.”
Take a step back. Ask the hard questions:
• Why are we creating this?
• Who is it for?
• What action do we want the audience to take?
The best content isn’t just engaging. It drives results. When marketing and strategy work together, your content doesn’t just exist—it delivers.
