Content Marketing vs Content Strategy

by | Aug 28, 2022 | Articles, Content Marketing

Why you need to understand the difference between Content Marketing and Content Strategy


Anyone in business or marketing will have come across the terms “content marketing” and “content strategy.” And while there’s a lot of overlap between the two, they are actually two very different things.

In this blog post, we’re going to explore the difference between content marketing and content strategy, and explain why it’s so important to understand the distinction.

Content Marketing

is all about creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — with the goal of driving profitable customer action. 

In other words, it’s using content to achieve your marketing goals. These could be anything from increasing brand awareness and growing your website’s traffic, to generating leads or making sales. 

If you’re creating different forms of content, e.g. videos, blog articles, social media posts, or podcasts, this diagram below will show you where a particular type of content format would “sit” in a content marketing funnel.

Using the information below, you can easily tailor your content to suit the relevant format, providing valuable information to help them in their decision to buy from you.

So, would they require this information during the:

  • Top of the Funnel – TOFU
  • Middle of the Funnel – MOFU
  • Bottom of the Funnel – BOFU

Content Strategy

on the other hand, is the planning, development, and management of content — usually with the aim of meeting specific business or marketing objectives. 

A good content strategy will take into account your overall business goals, your target audience, what kind of content will resonate with them, and how that content can be distributed effectively. 

Ask Yourself:

Would this piece of content meet my prospect’s needs and where would they be likely to consume it during their customer journey?

So there you have it! A quick overview of the difference between content marketing and content strategy. As you can see, they are two very different but equally important things.

If you want to create effective content that achieves your business goals, you need to make sure you have a clear understanding of both concepts.

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