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Content marketing and knowledge graph SEO presentation at the WIMPcamp event.
Definitions – The below definitions are from the Altimeter Group blog post - http://www.altimetergroup.com/2012/02/content-marketing-content-strategy-whats-the-difference.html
• Content strategy has been described as “the practice of planning for content creation, delivery, and governance” and “a repeatable system that defines the entire editorial content development process for a website development project.” And also “achieving business goals by maximizing the impact of content.” (Wikipedia)
• “Using ‘words and data to create unambiguous content that supports meaningful, interactive experiences.’” (Rachel Lovinger, “Content Strategy: The Philosophy of Data”)
• “Content strategy plans for the creation, publication, and governance of useful, usable content… The content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. Otherwise, content strategy isn’t strategy at all: it’s just a glorified production line for content nobody really needs or wants. Content strategy is also — surprise — a key deliverable for which the content strategist is responsible. Its development is necessarily preceded by a detailed audit and analysis of existing content.” — Kristina Halvorson
• “Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high quality, relevant, and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.” (Wikipedia)
• “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.” — Joe Pulizzi
Content strategy is what makes content marketing effective. I like Ahava Leibtag’s take on the issue. She says content strategies are about repeatable frameworks, and content marketing is about building relationships. Marketers, she says, don’t necessarily create content strategies, but rather implement them.