It feels right to say that content marketing is a strategy because it seems to have all of the right answers for organization-wide challenges.
For example, questions like:
- How do we attract the right prospects?
- How do we establish ourselves as an authority that can command premium pricing and fees?
- How do we explain our value proposition in a relevant way to our target market?
The answer? Content marketing.
We run into problems however when we interrogate content marketing directly:
- How does content marketing build trust?
- How does content marketing stay relevant to our target audience?
- How should we prioritize our content marketing investment?
- What is the “guiding policy” (remember this phrase. We’ll talk more about it later) for deciding which content to develop and where to distribute it?
At this point, content marketing begins to stutter a bit. The answers to these questions point to a more fundamental strategy. At this point, it feels like content marketing, while robust, still lacks the versatility of a true strategic level choice.
