Content production is at the heart of digital marketing that aims to engage and guide visitors on their customer path. High-quality content is always valuable but it truly thrives when coupled with a thoroughly prepared content strategy.
A content strategy complements a broader marketing strategy and reflects a business's long term goals. It combines business objectives, strengths, target audiences and buyer personas into a comprehensive content roadmap. A content strategy is also a tool for communicating marketing goals and motivations internally.
A common mistake is to produce content that might be interesting to company employees but offers no additional value to customers. A blog post about the company's Christmas party might be well-liked by your staff but has no point of contact for the customer. At its worst uninteresting content might even be a repellant for potential customers.
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