A presentation for the Philly Content Strategy meetup.
Many people mistakenly use the phrases content strategy and content marketing interchangeably. These two areas of business are actually separate, and require different skills and methodologies. It's crucial to understand the differences between the two, and how when combined correctly they each drive business growth.
Strategy and Marketing each require different skill sets, so it's difficult for one person to be able to execute both extremely well. Ideally, a company should have different people take on the tasks for each one. Content strategy is always going to come first, so content marketing can be focused on after the strategy is fully mapped out. Planning out the details of each is a whole other story and you can Google them for step-by-step recommendations.
Boxter has created a new marketing framework to provide a higher return, and is an alternative to Pragmatic Marketing. Lean Marketing is an iterative approach that requires a validated content strategy to be completed first. Once the strategy has been confirmed through customer development, then the content marketing campaigns can begin. By using an iterative and data-driven approach it ensures that the results will be successful without the risk of a major campaign failure.
The two case studies above illustrate the results of a successful content marketing campaigns that were started after completely developing a content strategy. You need both to grow your business.