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The Difference Between Content Marketing & Content Strategy (& Why You Need Both)

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In a world where people pay money just to escape ads, content marketing allows you to connect with prospects organically.

If you’ve dabbled in it, you’re one of those who might have begun creating content and posting regularly on your blog.

Soon enough, you may begin noticing a few changes.

People are starting to engage with you.

You’re seeing growth.

But it’s not what you expected.

You expected to soar like other brands using content marketing, but instead, you’re stuck with mediocre ROI.

You’re spinning your wheels.

If this is you, you need to get clear on one thing:

Content marketing alone isn’t enough to build a powerful brand and real ROI.

You also need content strategy.

How Are Content Marketing & Content Strategy Different?

Content marketing and content strategy complement each other perfectly.

But they’re not the same thing.

Here’s what makes them different.

What Is Content Marketing?

Content marketing is simply the creation, publishing, and distribution of great content.

It works because it doesn’t directly sell a product or service.

For instance, look at this post from The Tony Robbins Blog:

Tony Robbins blog - great content example

As the title suggests, this blog is about strengthening relationships through learning how to apologize.

Taken by itself, the content doesn’t promote any service.

It’s simply a thoughtful, value-rich guide for people struggling with saying sorry.

This is an example of powerful content marketing.

Since the blog belongs to Tony Robbins’ website, it builds trust in readers and brings them closer to hiring Tony Robbins as their life or business coach.

Here are other resources you can find on the website:

Tony Robbins resources

As a whole, content marketing is organic marketing.

It involves giving value to people so they recognize your brand as a trustworthy solution to their needs and desires.

What Is Content Strategy?

Content strategy, on the other hand, is the foundation on which successful content marketing is built.

Think of it as a map. If content marketing is the journey toward brand success, content strategy is the blueprint that directs it.

So, how does content strategy work?

1. Content Strategy Answers the Question ‘Why’ You’re Publishing Content

Every piece of content you publish should be centered around a goal. And content strategy helps you determine exactly what your goal is.

For instance, you write a lead magnet to grow the size of your email list. You compose emails to gain clicks to your website. You write blog posts to establish authority in your industry.

All these pieces of content are created at the right time, set before the right audience, and then measured for success.

See how content strategy works?

With the right strategy in place, you’ll never again create a random piece of content that doesn’t get you closer to your content marketing goals.

2. Content Strategy Determines Who You’re Reaching with Your Content Marketing

Part of content strategy is finding out exactly who your audience is.

  • What are their major pain points?
  • Why are they reading your content?
  • How can your product or service help them improve their lives?

Imagine writing a letter to no one in particular.

No matter how beautiful the words you use are, your letter will lack real feeling and substance.

On the other hand, writing to someone you know deeply will make your words and paragraphs come alive.

Also, because you know who this person is, you know what he wants or needs to hear.

Here are a few tips for implementing your content strategy to speak to your audience.

  • Create content personas. Gather information about your audience and make fictional characters you can address each time you write content.
  • Remember the buyer’s journey. Your audience will be in either the awareness, consideration, or decision state when they read your content. You need to know what pushes their hot buttons in each one of these stages.

3. Content Strategy Is About Deciding What Kind of Content You’ll Publish

There’s a ton of different kinds of content you can publish online.

There are blogs, infographics, ebooks, podcasts, and social media messages.

What’s more, you can publish long or short content.

You can publish content on your website, on social media, or as a guest blogger on another influencer’s site.

Content strategy is taking a deep look into your brand’s needs and goals.

It’s finding out exactly what kind of content you need, where you should promote it, and setting a schedule to create and publish it.

4. Content Strategy Is About Deciding Who Will Create Your Content

If your company is small, you might have to write all your content yourself at first.

However, it doesn’t have to be like this forever.

As you grow, you can set a budget for high-quality content.

You can hire expert writers to keep your content flowing steadily.

You can hire a content manager to help you with your content calendar.

A content strategist is also an excellent addition to your team.

5. Content Strategy Is Setting Metrics to Measure Content Marketing Success

As you pursue your content marketing goals, it’s important to be aware of how well each piece of content you publish is doing.

For example:

  • Do your blog posts hold readers’ attention?
  • Are your emails gaining clicks to your website?
  • Are your case studies converting prospects into buyers?

Content strategy will help you answer these questions because as you work on your strategy, you come up with metrics to determine content success.

Some of these include bounce rate, time on page, and scroll depth.

Why Content Strategy Matters

Content marketing is good, but without content strategy, it’s like going on a trip without a set destination.

Without the right strategy in place, you’ll waste valuable time and energy writing content that’ll only earn you mediocre ROI.

On the other hand, when you use content strategy as the foundation and blueprint of your content marketing efforts, you’ll see amazing results.

Every piece of content you create will be a well-chiseled puzzle piece that helps craft your brand’s story and message.

More Resources:


Image Credits

All screenshots taken by author, February 2020

Searchenginejournal.com

MARKETING

(Re)Introducing your favorite Optimizely products!

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(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


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Email Marketing Trends 2023: Predictions by the Industry Stalwarts

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

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5 Simple Things You Can Do To Improve the Content Experience for Readers

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5 Simple Things You Can Do To Improve the Content Experience for Readers

Who doesn’t like to have a good experience consuming content?

I know I do. And isn’t that what we – as both a consumer of content and a marketer of content – all want?

What if you create such a good experience that your audience doesn’t even realize it’s an “experience?” Here’s a helpful mish-mash of easy-to-do things to make that possible.

1. Write with an inclusive heart

There’s nothing worse than being in a conversation with someone who constantly talks about themselves. Check your text to see how often you write the words – I, me, we, and us. Now, count how often the word “you” is used. If the first-person uses are disproportionate to the second-person uses, edit to delete many first-person references and add more “you” to the text.

You want to let your audience know they are included in the conversation. I like this tip shared in Take Binary Bias Out of Your Content Conversations by Content Marketing World speaker Ruth Carter: Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns.

Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns, says @rbcarter via @Brandlovellc @CMIContent. #WritingTips Click To Tweet

2. Make your content shine brighter with an AI assist

Content published online should look different than the research papers and essays you wrote in school. While you should adhere to grammar rules and follow a style guide as best as possible, you also should prioritize readability. That requires scannable and easily digestible text – headings, bulleted text, short sentences, brief paragraphs, etc.

Use a text-polishing aid such as Hemingway Editor (free and paid versions) to cut the dead weight from your writing. Here’s how its color-coded review system works and the improvements to make:

  • Yellow – lengthy, complex sentences, and common errors
    • Fix: Shorten or split sentences.
  • Red – dense and complicated text
    • Fix: Remove hurdles and keep your readers on a simpler path.
  • Pink – lengthy words that could be shortened
    • Fix: Scroll the mouse over the problematic word to identify potential substitutes.
  • Blue – adverbs and weakening phrases
    • Fix: Delete them or find a better way to convey the thought.
  • Green – passive voice
    • Fix: Rewrite for active voice.

Grammarly’s paid version works well, too. The premium version includes an AI-powered writing assistant, readability reports, a plagiarism checker, citation suggestions, and more than 400 additional grammar checks.

In the image below, Grammarly suggests a way to rephrase the sentence from:

“It is not good enough any longer to simply produce content “like a media company would”.

To:

“It is no longer good enough to produce content “as a media company would”.

Much cleaner, right?

3. Ask questions

See what I did with the intro (and here)? I posed questions to try to engage with you. When someone asks a question – even in writing – the person hearing (or reading) it is likely to pause for a split second to consider their answer. The reader’s role changes from a passive participant to an active one. Using this technique also can encourage your readers to interact with the author, maybe in the form of an answer in the comments.

4. Include links

Many content marketers include internal and external links in their text for their SEO value. But you also should add links to help your readers. Consider including links to help a reader who wants to learn more about the topic. You can do this in a couple of ways:

  • You can link the descriptive text in the article to content relevant to those words (as I did in this bullet point)
  • You can list the headlines of related articles as a standalone feature (see the gray box labeled Handpicked Related Content at the end of this article).

Add links to guide readers to more information on a topic – not just for SEO purposes says @Brandlovellc via @CMIContent. #WritingTips Click To Tweet

You also can include on-page links or bookmarks in the beginning (a table of contents, of sorts) in longer pieces to help the reader more quickly access the content they seek to help you learn more about a topic. This helps the reader and keeps visitors on your website longer.

5. Don’t forget the ‘invisible’ text

Alt text is often an afterthought – if you think about it all. Yet, it’s essential to have a great content experience for people who use text-to-speech readers. Though it doesn’t take too much time, I find that customizing the image description content instead of relying on the default technology works better for audience understanding.

First, ask if a listener would miss something if they didn’t have the image explained. If they wouldn’t, the image is decorative and probably doesn’t need alt text. You publish it for aesthetic reasons, such as to break up a text-heavy page. Or it may repeat information already appearing in the text (like I did in the Hemingway and Grammarly examples above).

If the listener would miss out if the image weren’t explained well, it is informative and requires alt text. General guidelines indicate up to 125 characters (including spaces) work best for alt text. That’s a short sentence or two to convey the image’s message. Don’t forget to include punctuation.

General guidelines indicate up to 125 characters (including spaces) work best for alt text, says @Brandlovellc via @CMIContent. Click To Tweet

For both decorative and informative images, include the photo credits, permissions, and copyright information, in the caption section.

For example, if I were writing an article about Best Dogs for Families, I would include an image of a mini Bernedoodle as an example because they make great family pets. Let’s use this image of my adorable puppy, Henri, and I’ll show you both a good and bad example of alt text.

An almost useless alt-text version: “An image showing a dog.”

Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.

It wastes valuable characters with the phrase “an image showing.”

Use the available characters for a more descriptive alt text: “Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.”

It’s more descriptive, and I only used 112 characters, including spaces.

Want to learn more? Alexa Heinrich, an award-winning social media strategist, has a helpful article on writing effective image descriptions called The Art of Alt Text. @A11yAwareness on Twitter is also a great resource for accessibility tips.

Improve your content and better the experience

Do any of these suggestions feel too hard to execute? I hope not. They don’t need a bigger budget to execute. They don’t need a lengthy approval process to implement. And they don’t demand much more time in production.

They just need you to remember to execute them the next time you write (and the time after that, and the time after that, and the … well, you get the idea.)

If you have an easy-to-implement tip to improve the content experience, please leave it in the comments. I may include it in a future update.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.

If you have an idea for an original article you’d like to share with the CMI audience, you could get it published on the site. First, read our blogging guidelines and write or adjust your draft accordingly. Then submit the post for consideration following the process outlined in the guidelines.

In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



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