Content and content marketing: how to create an effective strategy

Content is king is a mantra that has been repeated for years (decades) in the world of web communication. Yet for content to really succeed in taking the throne there is a need for it to be planned, reasoned and organized, as well as well written and functional. That is, we need to implement content strategy and content marketing tactics, because it is not enough to simply create content, but to do so by following a well-defined strategic plan that takes into account business objectives and the needs of the target audience. Only in this way can we succeed in standing out through informative, useful and engaging material, offering (at the right time and terget) content that can make the difference between a site that thrives and one that remains in the shadows.

What content strategy and content marketing are

We are generally accustomed to giving more weight to the practical aspect, but in reality strategy comes before “doing” and “publishing,” because it serves to plan, clarify, and link tactics to a meaningful purpose for our brand.

If you will, content marketing and content strategy are two sides of the same coin: to be effective, the former cannot exist without the latter, and together they form a holistic approach that can give the right boost to a site’s online visibility, turning visitors into customers or leads and driving them to ongoing interaction with our content.

With this in mind, content strategy is the pillar on which the entire edifice of content marketing is built: in short, we can consider it the action plan that guides the creation, publication and management of content. An effective content strategy requires a thorough analysis of business goals, an understanding of the target audience, and the establishment of editorial guidelines that ensure consistency and quality, with the aim of ensuring that each type of content, whether a blog article, a video, or a social media post, contributes to building brand authority and enhancing the relationship with users.

Content marketing is the practical implementation of the strategy: it is the process by which content is created, distributed and promoted with the goal of attracting, engaging and converting audiences. It makes use of different formats and channels, and its effectiveness lies in its ability to provide real value to users by answering their questions, solving problems or simply providing entertainment.