Content strategy and content marketing are two related but ultimately independent methods for creating awareness for your business. Content marketing is specifically designed to drive profitable customer action, while content strategy builds a relationship between your brand and a segment of the market that you’d like to sell to in the future. With content strategy, your audience can be much broader than your customers and prospects–and may not include them at all.
For content strategy to be effective, it needs to align with your brand as well as the goals of your organization. And if you want your target audience to pay attention, then you need to stop creating content that doesn’t reinforce your brand’s message, which can undermine your company’s reputation. Here are three key areas to consider when developing your content strategy: