Mastering Content Strategy: The Three Pillars You Need to Know

Robert Rose Shares How To Redefine Your Approach to Content Creation.

In Case You Missed It:   The Three Pillars Of Content Marketing Strategy by Contributor, Robert Rose Unlock success with core content marketing pillars: communication, experiences, and operations. Read on to learn how these pillars drive an effective strategy. We just had to share this one with you again! But, we couldn't get the entire article in here (it's a 15 min read). To experience the whole article, including even more details, check it out here. - SEJ Editorial Just as we have the 4 Ps to describe the overall marketing mix, we require a new model to describe the strategy of content marketing. The content marketing strategy begins with three core pillars: Communication, Experiences, and Operations (which bridges the other two). These pillars overlap slightly and thus frame five specific categories of activities that managers in the business will perform. Following are descriptions of the pillars and their associated activities. 1. Coordinated Communication As we established at the beginning of this book, business content is communication. So, the business must perform certain activities to better coordinate the use of content in order to acquire, keep, and grow customers and other audiences. A successful business communicates clearly and with a consistent voice. It is also able to communicate in creative and uniquely relevant ways that reflect the diversity of its people and audiences. To achieve that delicate balance of consistency and diversity, coordination is critical. This means that the first core category of activities in the communication pillar is Purpose. This is content-as-a-capability. Many businesses fall into a trap because they believe that content marketing can simply be created as a "skill position" within the business. They hire a few journalists, editors, creative copywriters, and subject matter experts, and set them off to be "good" at creating and managing valuable content. But, as I said in the previous chapter, businesses that are managing successful content marketing strategies realize that the primary purpose of a capable content team is not to be good at creating content. It is, rather, to enable the business to be good at the operation of content. Those journalists, creative copywriters, or subject matter experts are usually thrown into a business with only the task to "create great stuff." It's getting a little long, so we're going to wrap it up here. But you can get even more detail on the core content marketing pillars that Robert shared here. So we don't leave you in suspense, here are the other 2 pillars you can look forward to learning about in the article. 2. A Portfolio Of Experiences 3. Strategic Operations Read the Full Article Author Spotlight Robert is the founder and chief strategy officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton. Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called "a rich and much-needed understanding of content marketing" by Professor Philip Kotler. Robert is also the co-host of the popular marketing podcast This Old Marketing.  Additionally, as a keynote speaker, workshop facilitator, and an early-stage investor and advisor, Robert works with companies of all sizes to help direct their go-to-market strategies.  He serves on the advisory boards of several startup companies, such as DivvyHQ, and BrandLens. You are receiving this as part of our SEJ Today Newsletter subscription: Search Engine Journal. Want to receive more relevant info? Update your preferences. Know someone who would want to read this article? Send them this email. © 2023 Search Engine Journal 160 W Camino Real Unit #606 · Boca Raton, FL 33432 You can also unsubscribe from this list.