Simply knowing that content marketing and content strategy are not one and the same thing can make the difference between a highly successful content marketing campaign and a less successful one.
Many companies fail to get the expected results from a content marketing campaign merely because they hire either a content strategist or a content marketer, and then expect them to do both jobs. The two positions require different sets of skills, and a content strategist is rarely good at content marketing as well, and vice versa.
The content marketer is in charge of building and maintaining the relation with the customer. This is done by creating valuable and compelling content, meant to attract and engage the customer. The content has to be appealing and relevant to the audience, has to tell a good story and has to challenge the reader to provide feedback. Another important task of the content marketer is finding the right channels for disseminating the content. Placing the content in the perfect place can greatly increase its value.
The content strategist focuses on the bigger picture. He or she is concerned with finding new and efficient ways of maximizing the positive effect of the content. Excellent content can go to waste if it is not supported by a good strategy. The content strategist will make sure that the campaign is compact and all the people involved in it are consistent to the same idea. He or she will treat your content as a valuable asset of the company and make the most out of it.
A successful content marketing campaign is usually obtained when the content strategist and the content marketer work together, creating quality, engaging content and maximizing its impact. Success cannot be obtained by a single person, it is usually obtained by a team working for the same goal.
