Content Marketing Strategy

02

The Three Pillars

Understanding the Fundamental Elements of a Successful Content Marketing Strategy

In most businesses content is everybody’s job, and no one’s strategy.

All happy marketers are alike. But every unhappy marketer is unhappy in their own way.

I stole that line from Tolstoy; it’s modeled after the first line of Anna Karenina. But it’s perfect for the state of today’s marketing strategy and a great place to begin our strategy-building journey. The idea—now often called the Anna Karenina principle—is that happy groups of people are happy because of a common set of attributes. But any variety of attributes can cause an unhappy group.

In my three decades of experience with the tension between marketing teams and the rest of the business, ...