An interesting discussion has taken shape in the content marketing world, with many content folks beginning to weigh in on the delineation between the terms “content strategy” and “content marketing.” Many might be tempted to say the distinction is pretty obvious – the first is an overall plan and the second is a piece of that plan. But what makes this conversation compelling is that so many individuals and companies fail to see the distinction and consequently miss opportunities to optimize their content efforts – those efforts that get them in touch with their current and potential customers and allow them to communicate their vision, values, purpose and offerings to the wider world. Perhaps one of the most compelling reasons to pay attention to this discussion (as Robert Rose over at CMI pointed out recently in his article on the subject is that content marketing and content strategy require different skills sets. Because they require different skill sets, companies do themselves a disservice when they implement one thinking they’ve implemented both.
Content Marketing: Speaking to Your Audience
Content marketing is about the individual pieces of content you produce. A good content marketer creates compelling pieces – little masterpieces that are crafted to resonate with an audience and compel them toward some kind of action, whether that’s reading another blog post, requesting a demo, liking you on Facebook, etc. Content marketing is really about creating pieces that ‘speak’ to an audience. These pieces might be press releases, blog articles, eBooks, whitepapers, videos or even things like Tweets and status updates.