Content marketing presents a pull mechanism for the marketer rather than a push one. It’s a gentler approach to traditional advertising and product or price promotions. Brands must consider their brand identity and the market they are trying to reach in order to create targeted and valuable brand content that delivers on strategic objectives.
It’s about more than creating a piece of content. Content marketing strategy looks at how you structure your organisation to create that content, and how you match specific types of content and methods of delivery for achieving strategic outcomes.
These ideas need to resonate with people rather than simply existing across an array of media with which they are presented.