How Can Content Strategy Drive Value for Content Marketing?

Interview 13 Highlights

July 26, 2013 – Creating content without strategic planning can result in “random acts of marketing,” and weaken the effectiveness of a content marketing initiative. The integration of content strategy and content marketing is exemplified by a three-legged stool analogy: Leg one, content and user experience; leg two, people and processes; leg three, tools and technologies. Rahel Bailie of Intentional Design shares with Martin van der Roest of the Examiner: “If you have all those legs working together, you’ve got a solid foundation on which to build your brand strategy.”

You do need compelling content. That stems from knowing your target markets and creating content to meet their specific needs and desires. But you also need that right content to go to the right people at the right times and at the right places. That is the strategic planning–having the infrastructure in place that develops a repeatable system that governs the management of content throughout the entire content lifecycle. If your content doesn’t have a solid strategy for distribution and maintenance, its success will be limited. Ask yourself, “How are we going to make the content processes or the content technologies better so we can deliver the content to meet our goals?”

Key Take Aways

  • A comprehensive strategy combines content and user experience, people and processes, and tools and technologies
  • Business goals and objectives are accomplished through collaborative efforts
  • Content must engage audiences throughout the buyer’s journey

Listen Now

Interview 13 Assets

  • Content Strategy Drives Value for Content Marketing

Content Strategy Drives Value for Content Marketing

  • September 19th, 2013

All dressed up and nowhere to go. That may be the case for an occasional Saturday night, but it’s certainly not what you want for your content. Yet, many businesses begin creating content without first having a defined strategy, […]

  • How Can Content Strategy Drive Value for Content Marketing?

How Can Content Strategy Drive Value for Content Marketing?

  • August 5th, 2013

Interview #13 Transcript – July 26, 2013
Participants: Rahel Anne Bailie and Martin van der Roest

Martin van der Roest: Welcome to the Content Marketing Examiner where we explore the content marketing lifecycle together with industry experts and practitioners. I’m Martin […]

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