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Content Strategy Vs. Content Marketing Is There A Difference?

Content Marketing and Content Strategy! Are they related? Absolutely, and there’s usually significant overlap. But, as we all move into our budget and other planning for 2014, it’s well worth outlining where the differences lie, so that we can resource our strategies effectively.

Magic markers and fine pens

When asked to explain the difference between content strategy and content marketing, I usually turn to my stand-by metaphor: Content marketers draw on the wall with magic markers, while content strategists use fine pens.

But this simplification is merely a starting point to describe the distinctions. Content marketing is, after all, a means of marketing. Content marketers draw and develop the larger story that our organization wants to tell, and focus on ways to engage an audience, using content so that it changes or enhances a behavior — something CMI has always stressed in our definition of content marketing. And something very important to Google SEO

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”

So at its heart, content marketing is a marketing strategy — an approach that uses content to deepen our relationship with customers. Content strategy, on the other hand, delves deeper into (in Kristina Halvorson’s words) the “creation, publication, and governance of useful, usable content.” It seeks (in my words) to manage content as a strategic asset across the entirety of the organization. In fact, on his website, content strategist Scott Abel wonderfully states it as one of his company’s main missions: “Your content is your most valuable business asset. Let us show you how to manage it efficiently and effectively.”

Read the rest of the story here: (Original Author: Robert Rose)

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