Content strategy: The C words

Reading time: About 2 minutes

Hello and welcome to the first mini-lesson of ‘I-don’t-know-how-many-yet’ on designing and documenting your content strategy.

These mails will be short, sharp, and practical and will guide you through implementing and maintaining a content strategy in bite-sized chunks.

Who is this for?

Although we specialise in helping B2B tech businesses with their content, the tips, tricks, and strategies that I’ll cover will be helpful to anyone responsible for marketing a business, product, or service.

Whether you’re launching a range of dog toys, starting a coaching or online business, or expanding into a new market, knowing how content works in a digital age – and how to get it in front of the right people at the right time – can have a massive impact on your success.

Same-same, but different

‘Content strategy is often confused with – or used interchangeably with – ‘content marketing’ and ‘content marketing strategy’.

While there’s overlap between the three, they are not the same.

And I might be biased, but content strategy is the most important of the lot because helpful content should be at the core of your marketing efforts.


  • Because businesses with a content strategy are more effective at content marketing.
  • Because consistently producing high-quality, engaging content impacts audience decision-making, and fuels demand generation more than any other technique.
  • Because having a strategy ensures accountability, speeds up content creation, and makes it easier to build authority in the hearts and minds of your target audience.

So, how does content strategy fit in with the other ‘C’ words, content marketing and content marketing strategy?

Remember this?

Content strategy

  • Content strategy has to do with the guidelines and governance of content creation. It’s the continuous process of ideating, designing, creating, sharing, and promoting content, which could include blogs, case studies, videos, infographics, podcasts, white papers, ebooks, social media posts, brochures, etc.
  • Content marketing has to do with how you distribute content to attract and retain an audience and get them to act. This is where things like your editorial calendar, promotion strategies, and content curation approaches come into play.
  • Content marketing strategy has to do with why you’re creating content in the first place and how you use content marketing to win more customers, sell more to existing customers, reduce costs, or help you achieve another business outcome.

We’ll cover aspects of all the above in the coming months but through a content strategy lens.

At the end of it, you’ll have an overall plan for every piece of content you create.

No more thumb-twiddling trying to come up with blog topics.

No more spraying irrelevant content into the Metaverse and praying that some of it sticks.

Just a clear, straightforward strategy for producing useful, usable content that supports your business goals.

Enjoying these tips? Please share with someone you’ll think will find this helpful. And as always, feedback, questions, and suggestions to improve are always welcome.

Clever human

In its giant infographic of marketing statistics, Visual Capitalist notes this about content strategy:

Content strategy

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