While the phrase ‘content is king’ has been referenced for some time, it is only in the recent few years that Content Marketing Strategy has been solidified into a discipline of its own. Defining content marketing strategy can be tricky, however, with some practitioners focusing more on the role it plays in information architecture and others believing that it should be considered on a campaign by campaign basis. This chapter looks at content marketing strategy from a holistic perspective, as a process that includes an understanding of all the content your brand is creating, those for whom it is intended, and to what purpose. There is a need to understand the brand and consumer context and match these to the best route to the customer (in terms of tactics). Ultimately this supports the design of communication that impacts people enough to make them want to share the content.

In this chapter, you will learn:

• To understand the role of content marketing strategy within your marketing plan
• To be familiar with the steps involved in developing your content marketing strategy
• To recognize some models for understanding how types of content are absorbed or experienced by your target audience.

Important: This week will be hosting our guest, Mr. Amlan Saha, a data analyst and consultant at Salesforce. More details about the event itself here