Originally at https://searchenginewatch.com/2016/06/06/warning-dont-fall-victim-to-content-strategys-biggest-mistake/

If you think content strategy and content marketing are independent of each other, your content doesn’t stand a chance. Here is why:

Content strategy vs. content marketing

Yes, the two concepts are drastically different from each other, but understanding that you can’t successfully do one without the other is a must.

content strategy mistake

Think of content strategy as a whole hamburger, with content marketing being the bun that holds that strategy together. A content strategy would fall apart if it didn’t have the support of content marketing, so why do we separate the two?

In its most basic form, content strategy provides answers to the Four W’s: Who? What? Where? Why? Content marketing answers how it will reach the target audience.

The problem many content strategists run into is that they think their job is done once they have provided answers to the Four W’s.

They wipe their hands clean and then rely on the content marketer—whether that’s an SEO expert, outreach specialist, or CRO professional—to take it from there.

This is a mistake.

Working with a content marketer throughout the entire process is the only way to take a good content piece and make it great.

Knowing what type of content to create

Content strategists who work in conjunction with content marketers will create content designed with the user in mind. They understand that a solid marketing strategy is all about delivering the right message, in the right format, to the right people, at the right time.

They also understand that a piece designed specifically for social media shouldn’t look the same as a piece that will be delivered via email campaigns.

Groupon has mastered the art of delivering the right content, in the right…

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