June 2017
Intermediate to advanced
240 pages
5h 45m
English
Content preview from Content - The Atomic Particle of Marketing
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02Content marketing versus content strategy
As more and more marketers consider how content can work for them to rebalance the digital marketing, advertising and media mix, a certain degree of confusion is beginning to obfuscate discussions and debates. Two very distinct disciplines, content strategy and content marketing, are beginning to blur. And if they are not blurring, too many people carelessly use the terms interchangeably.
It is clear that content marketing and content strategy are not interchangeable concepts, nor do they refer to the same thing. There is, though, a huge degree of interdependence.
Let’s begin with their foundational definitions for consideration:1
Content strategy: the planning, development and management of informational ...
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