" Content marketing requires a strategy." You read that everywhere and colleagues from the content marketing world such as Mirko Lange , Robert Weller , Mael Roth , Babak Zand , Klaus Eck and Kerstin Hoffmann praise the need for a content strategy over and over again. But you also hear again and again that content marketing cannot be thought of in terms of campaigns. But I think that content marketing can also be thought of and done in terms of campaigns. Above all, the terms do not contradict each other. Here are my thoughts on this.
Table of contents [ Hide ]
1 Content Marketing: Strategy or Campaign?
1.1 Strategy Definition
1.2 Campaign Definition
2 campaigns are to be seen as part of the strategy
3 What are the goals of content marketing?
4
5 What is a content marketing strategy?
6
7 What is a content marketing campaign?
8 How to run a content marketing campaign?
9 Content Marketing Campaigns as Part of the Content Marketing Strategy
Content marketing: strategy or campaign?
In order to distinguish between content marketing strategy and content marketing campaign, a brief definition of strategy and campaign is required.
strategy definition
The original definition of strategy involves a long-term approach to achieving goals. ( see Wikipedia )
In business, strategy is traditionally understood as the (usually long-term) planned behavior of czech-republic phone number data companies to achieve their goals. In this sense, corporate strategy shows how a medium-term (approx. 2-4 years) or long-term (approx. 4-8 years) corporate goal is to be achieved. Firstly, there must be a plan (intended strategy) which, secondly, is fully implemented (realized strategy). So no part of the strategy remains unrealized, no additional activities are necessary.
In addition, according to Mintzberg, a distinction is made between the following types of strategies:
entrepreneurial strategy
ideological strategy
umbrella strategy
process strategy
Disjointed Strategy
consensus strategy
Without going into the individual types of strategy, it can be said that strategies tend to follow long-term, value-creating goals or visions. These goals can only be partially expressed in clear numbers or are of a more abstract nature. Such goals could be:
positioning on the market
Brand building / Branding / Increasing brand popularity
new product development
expansion of market shares
development of new markets
Strategic goals also tend to have a holistic impact or are more like meta-goals.
campaign definition
According to Wikipedia, a campaign is defined as follows:
A campaign is a time-limited action with a defined goal that is attempted to be achieved through planned and coordinated cooperation between several people or actors.
Campaigns tend to pursue tactical/operational or short to medium-term goals, which are usually easier to capture in concrete figures than strategic goals.