You can't get more than a sentence or two into a post or article on marketing without colliding into one of these terms: Content Strategy, Content Marketing, Content Management. Within a paragraph or so, you'll likely encounter them all. Those of us in the content creation world are familiar with all three, but that might not be the case for everyone. So today I thought I'd go to the experts and provide some basic definitions of these three critical concepts that make up your overall Content Game Plan.
Michael Brenner (@brennermichael), Senior Director of #Marketing and Content Strategy for SAP defines it as "the mindset, culture and approach to delivering your customers' information needs in all places they are searching for it, across each stage of the buying process."
Mark O'Brien (@newfangledmark), CEO of Newfangled Web Developers, defines it as "a plan for regularly adding unique, expert, and indexable content to your site."
Kristina Halvorson (@halvorson), Content Strategist, Founder and President of Brain Traffic says that "Content Strategy plans for the creation, publication, and governance of useful, usable content. " She says the Content Strategist must define why we're publishing it in the first place.
In a word: Content Strategy is the why of content.
Joe Pulizzi (@juntajoe), Founder of the Content Marketing Institute says that the formal definition of Content Marketing is "creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action."
Robert Rose (@robert_rose), Strategist @CMI/Analyst at Digital Clarity Group says that "traditional marketing and adverting is telling the world you're a rockstar. Content Marketing is showing the world that you are one."
Jason Falls (@jasonfalls), founder of Social Media Explorer defines it as "using any type of content (newsletters, blog posts, white papers, video, tweets, podcasts, wall posts) to attract an audience you wish to market to."
In a word: Content Marketing is the what of content.
Kevin P. Nichols (@kpnichols), Director and Practice Lead for Content Strategy, Sapient Nitro, says it "designs the processes and structures as well as implements technologies to manage content from acquisition and publication to storage."
Laurence Hart (@piewords), Information Professional, CIO for AIIM (Association for Information and Image Management) calls it "the coordinated management of all content throughout an organization, allowing for people and systems to find and use content from within any business context."
Bernard Kohan, Co-Founder and Chief Business Development Officer at Comentum Corporation defines it as "an application that provides capabilities for multiple users with different permission levels to manage content, data, or information of a website project or internet/intranet application."
In a word, Content Management is the how of content.
There you have it. The Why, What and How of Content.
How does your Content Game Plan shape up? Is it a winner?