Creating a Strategy for Content in the Digital Mix is Challenging
Making digital content work for marketing purposes requires an umbrella strategy
Content Marketing Digitally Delivers Cimplications
Tuesday 27th March by Stephanie Clark
As more and marketers consider how content can work for them in the digital mix, a certain degree of complication is starting to obfuscate discussions and debates. A couple of very distinct disciplines, content strategy and content marketing, are beginning to blur. And if they aren’t blurring, too many people are too thoughtlessly using the terms interchangeably.
The Umbrella Term
Content marketing is an umbrella phrase incorporating all marketing formats that include the production or sharing of content for the function of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, applicable, and valuable data to prospects and customers pushes profitable consumer action. Content marketing has advantages in terms of maintaining reader awareness and improving brand loyalty.
Content strategy underpins content marketing. Without examining the competitive landscape, current assets, gaps, resources, the market, and plenty of other aspects, content marketing barely has a leg to stand on.