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Content Marketing VS Content Strategy

Content Strategy

In web marketing, we are paying more and more attention to the term “content marketing”. And with reason: it will probably be a very strong trend in web marketing in 2019.

I hear you say:

Oh yes, you mean the content strategy?


Content strategy is different from content marketing.

Although the two concepts eventually overlap, the content strategy may well live without content marketing, while the opposite is impossible. Basically, content marketing is part of the content strategy.

It’s like a house: the house can stand without a window, but the window can not stand without a house. In the example, the house is the content strategy and the window is the content marketing. By cons, for a house on the coach, it is recommended to install windows. Just as it is recommended that you include content marketing in your content strategy.

What is content marketing?

We use content marketing to reach our potential customers. The goal is to attract new visitors to your website and convince them of your expertise. Your content must be more informational than promotional.

Why do content marketing?

As explained above, content marketing serves to attract new prospects and accompany them until they are customers.

It’s important to determine one or two specific goals before you start creating your content.

Here are some examples:

  • Increase the notoriety of your company
  • Increase traffic on your website
  • Increase registrations to your newsletter
  • Increase the positioning of your site on search engines
  • Generate Leads
  • Get brand ambassadors by sharing your content

The importance of creating good content

According to a study conducted by CEFRIO, 61% of Quebec adults consult content while surfing on social media. Of this number, 52% share the content they consult. If your content is not interesting enough or does not capture the interest of your target customers, it is the content of your competitors that they may share.

The importance of knowing your target audience

In order to get quality content that will have real value for your target audience, you must always remember who it is. Often put aside, you MUST ABSOLUTELY take the time to develop your personas. Do not be too broad: you will never reach your business goals with content that tries to please everyone at the same time.

Develop your content with a specific persona in mind. Describe it. Who is he? What is he doing? What interests him, who attracts him? What are his habits? Of consumption? What is its purchase cycle?
What are the means used for content delivery?

In content marketing, you are looking to reach potential customers who may have no idea of the existence of your business. So you have to go find them where they are:

  • Social media marketing
  • Organic positioning in search engines
  • Public relations
  • Through collaborations with media and influencers in your community


What is the content strategy?

The content strategy is the plan that will guide all your communications within your company. You can have a digital content strategy, or a global content strategy, which also includes your communications in traditional media (print media, radio press releases, posters, etc.).

This article is about the digital content strategy.

The content strategy is the planning of your content for all your customers, whether current or potential. The tactics deployed in your content strategy must take into account the short and long term needs of your customers.

Think beyond your current campaign: if you sell reusable diapers, how will you build customer loyalty once your baby has grown? If you are a real estate developer, how are you going to keep your clientele once their house is purchased?

Your content strategy must follow your customers throughout the purchase process: awareness, consideration, conversion, and loyalty.

What to include in the content strategy?

Your content strategy should be as elaborate as possible. It will serve as a guide for creating all your content.

Here’s what it should include:

  • The SMART goals. Like all your marketing efforts, your content strategy needs to be built around specific goals.
  • Your personas. We can not emphasize this enough.
  • The editorial line.
  • The types of content depending on the objectives. A good content strategy provides different content for each step of the purchase process or the customer journey. Here, think of all the contents that could possibly reach your personas: blog, newsletter, messenger bot, photo, video, computer graphics, white paper, e-book, etc.
  • The topics and themes to be addressed, as well as potential sources of information.
  • Of keywords. While not necessary for developing your content strategy, it may be worthwhile to include a list of keywords for which you want your company or brand to position itself.
  • The broadcast platforms.
  • The frequency of publication.


Support your potential and current customers with a well-defined content strategy. Plan content for each step of the purchase process, including loyalty.

Use content marketing to improve your SEO, assert your expertise and convince your potential customers.

Need help developing your content strategy for 2019? You already have your strategy, but would you need someone to write your texts so that they reach your customers? Contact me at–