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The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, social media, and traditional media. Like any new concept over the years in business, figuring out what comes first is no easy task. In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? Where you start the discussion can determine very much where you end up.
Standardization in language, meaning, and terminology are essential to a fledgling and yet expanding concept. Presently, there appears to be multiple meanings and uses for each of the terms content strategy and content marketing. For the purposes of this article, I am going to be literal with the use of the term content strategy as just that – strategic. And view content marketing in what I believe to be more of a tactical perspective.
To inform a content strategy, it strikes me that there are five key areas to evaluate:
Buyer understanding: gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy. The deeper the understanding, the more targeted and relevant content can be... Read more