We’re sharing it now because too many people are still confused about the terms. Are you looking for a job – or looking to hire someone – in a field associated with “content marketing” or “content strategy” or “content marketing strategy”? How does content marketing relate to content strategy, and how does content marketing strategy fit in? Content marketing strategy as a sub-discipline I’m just going to put this out there: I see content marketing strategy as a sub-discipline of content strategy. Content strategists think about how all the organization’s content fits together. I break it down for students in my introduction to content strategy course like this: How content marketing fits with related roles Given that content marketing strategy is a sub-discipline of content strategy, does that mean the folks in marketing report to a content strategist? The original hive diagram doesn’t include the content marketer role. It doesn’t matter who’s doing that work in the middle; it could be a strategist doing content marketing work or a content marketer doing strategy work. And we’ll keep explaining the distinctions between these three terms – content marketing, content strategy, and content marketing strategy – to anyone who’s interested. We’ll make the content world a less confusing place one conversation at a time.
Editor’s note: You may have missed this article when CMI published it last year. We’re sharing it now because too many people are still confused about the terms.
Are you looking for a job – or looking to hire someone – in a field associated with “content marketing” or “content strategy” or “content marketing strategy”? Do these terms pop up regularly in your reading and your conversations? If so, you know that people often misuse them.
Not that they mean to. It’s just that the terms often are used loosely, interchangeably even, resulting in confusion that can lead to ill will or poor business decisions.
For the sake of our businesses and our careers, all of us who work in these fields need to understand and appreciate the differences and similarities among these terms – and use the terms accurately.
For example, search job postings for “content strategist.” Go ahead, don’t be shy. You’ll find dozens of positions. In the descriptions, do you notice a theme? I’m willing to bet that you’re staring at a list of duties around writing, editing, and publishing content. And while that’s a great description of what many content marketers do, it doesn’t fit what content strategists (like me) do.
Where’s the disconnect? How does content marketing relate to content strategy, and how does content marketing strategy fit in?
Content marketing strategy as a sub-discipline
I’m just going to put this out there: I see content marketing strategy as a sub-discipline of content strategy. Let’s start by clarifying the difference between these two terms:
- Content strategy is a sub-discipline of user experience (UX). A person in that role considers an organization’s content holistically and shapes the way that body of content influences people’s experiences with the brand. Content strategists think about how all the organization’s content fits together. As Rahel Anne Bailie puts it, “content strategy” equates to an “umbrella strategy.”
- Content marketing strategy deals specifically with content marketing. Content marketing strategists determine what content will build the customer base by helping people make decisions or solve problems at various points in their experience with the brand.
I break it down for students in my introduction to content strategy course like this:
How content marketing fits with related roles
Given that content marketing strategy is a sub-discipline of content strategy, does that mean the folks in marketing report to a content strategist? Not usually. In most organizations, the content strategist and content marketing team report up through different departments, even if they sit next to each other on the same project team. Content marketers typically report to the marketing team, while content strategists report to the UX team.
I show my…
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