Posting three times a week is not a content strategy. Neither is publishing two blogs every month.
Those are content activities. A content strategy is the thinking behind what a business creates, who the content is intended for, why it is being created, and what the business wants that content to achieve. In other words, good content strategy starts before anything is written, filmed, or designed.
Content Should Start With a Business Objective
Before deciding what to post, a business should first understand what it is trying to achieve.
Does it need greater brand awareness? More enquiries? Better search visibility? To establish expertise in a particular industry? To educate customers about a complicated product or service?
Different objectives require different types of content.
Once the objective and audience are clear, decisions about blogs, social media, videos, email marketing, and other content become much easier.
Content Strategy vs Content Calendar
The two are often confused.
A content strategy determines what should be communicated and why.
A content calendar determines when that content will be produced and published.
Both are useful, but the calendar should follow the strategy, not the other way around.
Knowing What Not to Create
A good content strategy also helps businesses decide what they don’t need to produce.
This is becoming increasingly important as AI makes content faster and cheaper to create. A business may now be capable of generating dozens of articles and social posts every month.
But producing more content does not automatically produce better marketing results.
The important questions remain very human ones: Who is this for? Why should they care? And what should happen after they consume it?
When those answers are clear, content becomes part of a marketing strategy rather than simply another item on the marketing team’s to-do list.
Posting regularly but not sure where your content is actually leading?
Tin Communications can help build a content and marketing strategy that connects what you publish to your audience, business objectives, and customer journey.
Start with our Marketing Advisory.
