In attending a few meetings of the local Content Strategy group I was mystified. I didn't hear much about strategy, but I heard a lot about tactics. The last presentation by a god of content strategy was an in the weeds case study around a company that manages user manuals across multiple manufacturers. A previous meeting focused on using content in social media as an offer, creatively so given the client was a well known, stiff, medical bureaucracy. This time the goddess of content mixed impressions together with clicks, er, likes. Okay, so this group isn't for me.
To me content is nearly always a tactic, rarely a strategy. And tactically, done right, especially in B2B it is crucial to lead generation.
Strategy is about the customer and your relationship with that customer, how you share with them, how you engage them, and how the tactics you are using are integrated into a marketing strategy to maximize reach, frequency, and response.
Maybe the content strategy folks are filling a large whole left in organizations that cut marketing budgets and marketers to the nub in this economic "downturn." Marketing as in "bringing buyer and seller together" is now old school apparently, instead we now bring friends together over a cup of content and keep our fingers crossed a little buying goes on.
Is it working for you and your customers?
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