Thursday, December 9, 2010

Content Strategy or Content Marketing? I'm Confused!

In the past few weeks I've had a lot of people asking me about the difference between content strategy and content marketing. If you remove the first word from each label, it's pretty clear: content strategy is about STRATEGY and content marketing is about MARKETING. But both of them focus on content to get the job done. Let's look a bit closer...

A Content Strategist evaluates business and customer needs and provides strategic direction on how improved content and content processes can help to achieve specific objectives. The focus is to provide direction on how to improve content to meet measurable business goals.

A Content Marketer evaluates the market to find ways to engage with customers and prospective customers through relevant content. The focus is to attract and retain customers and promote the brand. 

So, clearly there's overlap. The word "content" is in each of them for good reason. And frequently a content strategy contains a content marketing component which in turn requires a more defined content marketing strategy. And THIS is why people get confused!

Make sense?


  1. Hi E3!

    I think you're right that there's much confusion over this terminology. Thanks for shedding some light on the distinction.

    I completely agree with you that content marketing usually is only ONE part of a complete content strategy. Content strategy is the house, and content marketing is one of the rooms.

  2. Hi Colleen, thanks for the comment! I think we'll hear a lot more about the distinction between content strategy as a discipline and content strategy solutions this year. At least I hope so, and it's in my content plan to talk more about this. :)

    PS - I'm super excited to read your book! I've just ordered it from Amazon -- it's my New Year's present to myself.

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