While a marketing strategy is an overall plan for using marketing to achieve your company's sales goals, a content strategy is a plan for using content to help achieve the sales goals. It's a subset of a marketing strategy. Content marketing is the overall process of carrying out your content strategy.
The trouble is that many organizations confuse content marketing with content strategy.
Too many people think that simply creating content is the strategy. Therefore, they write articles and blog posts. They create infographics. They produce videos and podcasts. They tweet the content. They post the content on Facebook and Instagram.
They're active. They're busy. They have proof. But how much have they accomplished?
According to Sirius Decisions, 60% to 70% of the content B2B companies produce is not used. That's astoundingly wasteful and inefficient. However, it's not so surprising when you remember that, according to Forrester, 87% of B2B companies struggle to produce content that actually engages their prospects.
"You have to see what your goals are, and how you can dovetail them with your audience needs."Mina Seetharaman • Global Director of Content Strategy and Content Solutions, The Economist Group
How will we produce this content? Do you have an in-house writer and various subject matter experts (SMEs), or do you need a ghost writer?
How to deliver the right content to the right person at the right time on the right platform? This requires a deep look into the customer journey (link to digital transformation article) and a focus on inbound marketing.
Your in-house SMEs should know, before writing a post, what their posts should get the readers to do. Your video and podcast producers should have the same goals. And so should the social media experts who are posting on your company's Facebook page and responding to tweets on Twitter.
Use your answers to the content vision questions to create your company’s content vision. If you sell SaaS solutions to attorneys in California, that's who you need to address. Where do your prospects spend their time? Tweeting and photographs on Pinterest might not catch their attention. But an interesting blog post and Pulse article on LinkedIn that addresses their needs just might.
We’re a small marketing agency that works with B2B companies making around $10 million annually. We can help you refine and carry out an inbound content strategy that will help you achieve your business goals.