Part One of the series on content marketing discussed how to set goals for a content marketing strategy, and explained that the goals relied largely upon the balance between desired outcome of the campaign, and exploiting the strengths and weaknesses of the content marketing theory.
Now that the goals of the campaign have been established–therefore setting the parameters to which the campaign adheres–it’s time to focus on the content portion of the strategy.
At its heart: content marketing is still a marketing strategy. We know the role that strategy plays, and the role that content plays in it, but how can the two work together efficiently, when they have separate goals.
The balance between content marketing and content strategy is delicate. Kristina Halvorson defines the former as the “creation, publication, and governance of useful, usable content.” Robert Rose of the Content Marketing Institute says that... keep reading