Tuesday, 27 August 2013

Content strategy or content marketing?

Off late, I have been reading about a lot of discussions and debates about the difference between content strategy and content marketing. While a lot of people use the terms interchangeably, some think that there is a difference in the 2 terms. I belong to the second group of people.

Content strategy has everything to do with a plan regarding content creation, delivery and effectiveness measurement of useful and usable content. When writing a content strategy it is important to answer the following questions:

1. Why are you creating content

2. What will you create

3. How will you create it

4. Where will you create it

5. When will you create it

6. Who will create it

7. Who will you create it for

8. How will you make it discoverable

9. How will you measure the effectiveness

Once you have a fix on these answers, you will have a strategy or a plan in place.

Content marketing, on the other hand, is the usage of content as a marketing tool. It is the  process of communicating relevant messages to specific target audiences with the objective to inform, educate and persuade through content that the audience would like to engage with. I am tempted to say that your TV ad is an example of content marketing. But it would be wrong to say so as in the digital world, content is not product or service centric. It is consumer centric and is crafted around what your audience needs, what information do they find useful and what do they care about.

To craft your content strategy, you need to keep an eye on your marketing goal to answer the whats, wheres and hows. But to use content as an effective marketing tool, you need to understand your consumers and know what's relevant for them and what will drive them to do what's good for your brand.

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