Marketing and content strategies, two concepts that both depend on each other, build off one another — but have a fine line in between them.
We’ll admit it, keeping up with marketing trends is a job in itself. For many, keeping up with both marketing and content trends seems like too much work — which is precisely why the two roles should be kept separate, but close.
We’ll be talking about the fine line between content and marketing strategies. We’ll also look at ways that you can combine the two so that you work perfectly together, and look at great examples of strategies for both.
You’re being spoilt today, so, let’s dive right in.
- What is a content strategy?
- What is a marketing strategy?
- The overlap between content strategy and marketing strategy
- The differences between content strategy and marketing strategy
- How to manage your market research
- Working together on pitches
- The perfect blend of logic and creativity
- The perfect marketing strategy and how to combine with the content strategy
- Essential tools to help you with your content and marketing strategy
- Conclusion and a key takeaway
What is a content strategy?
Firstly, let’s look at the definitions of both content strategies and marketing strategies. This way, we might be able to grasp a better overall understanding.
Content strategies are somewhat tricky to pinpoint. We put this down to them varying so differently from one brand to another.
We’d say that a content strategy is a vision or design that guides you through all your future content development and management. This strategy should always work alongside your unique business objective.
A lack of a content strategy will lead to generic content — which simply does not suffice in today’s digital world.
You see, generic content doesn’t help your SEO rating, it doesn’t get shared, it doesn’t get interactions, and it ultimately doesn’t help with your overall objectives.
Right, now onto your marketing strategy.
Again, every brand more than likely has their own definition of what a is. We like to think of it as an analytical approach to sales, that utilizes all possible resources to expand your business.
You’ll be able to realize by now that marketing is, without a shadow of a doubt, a standalone project. It incorporates a little bit of everything from brand awareness to, of course, content.
A marketing strategist is responsible for developing that blanket structure. The building, measuring, developing, conducting and mapping are all down to them. Overwhelming, we know.
Marketing strategies are essential, especially if you want to increase your presence locally, nationally, and globally.
You’ve probably already noticed that this is the point where the overlap becomes apparent.
The “overlap” is just the part where the two strategies depend on each other, with a fine line separating their primary functions.
“The issue is that a lot of content and marketing roles focus on the same thing. Have you ever heard of ‘too many cooks spoil the broth?’ To make the two work best together, you need to embrace the fine line between marketing and content strategy.” — Ethan Dunwill, a marketing manager at Hot Essay Service.
As we mentioned, marketing strategies are broader — they use an array of tools to execute campaigns and bounce off business opportunities.
To put this in the form of an example, imagine the following.
It’s this division that can help the two work perfectly together.
How to manage your market research
As the two primary functions are different, the approaches to research are also different.
As for content strategies, a more gradual build-up is necessary. Think of it like a story-telling.
Think of it like; marketing compiles a conclusion and works towards it. Content works towards an end.
That’s how researching differs ever so slightly. Both are equally important, and both should be implemented to minimize risk.
Working together on pitches
These slight differences make the work of pitches all the more exciting.
Every marketing strategist will be aware of it — the pitching process. Maybe even some content strategists too.
That being said, the content strategist should examine the framework provided, and decide how they can transform the (ugly) pitch into a (beautiful) engaging story.
Consider a problem your audience has, how to fix and use hand over the storytelling to content. Simple.
The perfect blend of logic and creativity
Both marketing and content strategies require a mixture of logic and creativity.
If you communicate with each other, you’ll both be able to help each other out.
For instance, a marketing strategy might have all the logic behind social media, email outreach, and sample target audience.
However, the content strategy will have to use this information to create a powerful brand message. One that will hit the goals, and engage the target audience.
It truly is a fine line. The good news is — customers and audiences make both rational and emotional decisions in their day-to-day life. Using both logic and emotions is the logical way forward, from a marketing standpoint.
Here’s our take on the perfect marketing strategy, and we’ve highlighted the places that require a little communication with the content experts.
1. Find your target audience
2. Find your niche in the market (this makes for great storytelling with the help from content marketing)
3. Analyze the competitors
4. Set up social media accounts
5. Establish the best marketing methods for you. What social channels does your target audience live on? Your budget. Your location.
6. Regularly check up on your outreach and sales statistics. (Content will also be able to incorporate statistics here)
Vice versa — you know the drill.
1. Analyze where your target audience will more than likely receive your content. (Marketing’s statistics will more than likely be able to help here).
2. Combine forces and define your goals.
3. Find out what’s working for your company at the moment, content-wise.
4. Regularly check up on your content, the analytics and find ways to improve.
5. Create a brand story, and follow that narrative and theme throughout.
These two examples highlight both the overlap and the slight differences between the two.
- Grammarly — everybody cares about grammar, even Google’s algorithm. Grammarly will help you keep your texts in check.
- Rewarded Essays — delegating content creation to professionals is essential if you want to attract more customers. Rewarded Essays helps businesses create high-quality articles and texts on a broad spectrum of topics.
- Hootsuite — this is one of the more reputable and well-known social media management tools, and is indispensable in any business’s marketing and content strategy.
- SupremeDissertations — this company writes impressive niche texts for professionals all over the world. Get in touch with SupremeDissertations, if you’re looking for seasoned writers for your business’s blog.
- Grab My Essay — another top-rated writing service that’s been on the market for many years.
- MailChimp — probably the best tool for email template creation and newsletter distribution. More importantly — it’s free!
Conclusion and a key takeaway
Overall, to create an effective campaign, wherever it may be, both perspectives need to be addressed.
Both of these concepts build off each other, work together, and form a narrative which will ultimately make a big difference in the grand scheme of your business.
We’d say that it’s super important to differentiate the two, but use them both interchangeably with each other. This way, you’ll get the best of both worlds.
Guest Contribution by Bridgette Hernandez, a Master in Anthropology who is interested in writing and planning to publish her own book in the nearest future. She finished her study last year but is already a true expert when it comes to presenting a text in a creative and understandable manner, this is why she’s a senior editor at IsAccurate. The texts she writes are always informative, based on qualitative research but nevertheless pleasant to read.
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