What Is Content Strategy? Not What You Think ...
Use the Coupon Code (Hubhero or HubHeroes) for 10% off the SEO Content Masterclass
"Content strategy" is one of the most commonly used terms in the inbound world, and for good freakin' reason — much like America (and your pal, George!) runs on Dunkin', inbound runs on content. In fact, one might say there is no inbound without content at all.
Content is how you attract, engage, and delight customers.
Content is how you establish your company as the leading authority in what you do or sell.
Content is how you enable your sales team to close deals faster.
Content is how you communicate your brand's story to the world.
Content is everything.
Use the Coupon Code (Hubhero or HubHeroes) for 10% off the SEO Content Masterclass
"Content strategy" is one of the most commonly used terms in the inbound world, and for good freakin' reason — much like America (and your pal, George!) runs on Dunkin', inbound runs on content. In fact, one might say there is no inbound without content at all.
"Content strategy" is one of the most commonly used terms in the inbound world, and for good freakin' reason — much like America (and your pal, George!) runs on Dunkin', inbound runs on content. In fact, one might say there is no inbound without content at all.
Content is how you establish your company as the leading authority in what you do or sell.
Content is how you communicate your brand's story to the world.
Content is everything.
And yet, the question "What is content strategy?" is one that strikes fear into the hearts of many a content marketer, business leader, and sales pro.
🚨 Register now: 2023 SEO Content Strategy Masterclass (limited seats)
Why? Because the answer you get to that question depends largely on who you ask, and there's a ton of disagreement in the inbound and HubSpot communities about what a content strategy looks like.
For example, an experienced content marketer might think their robust editorial calendar is their content strategy ... until one day, after a few months of publishing what they thought was results-driving content, their boss leans into their office and says, "Hey, can you send over the content strategy for what we're publishing? Not the content calendar, we already have that."
🔎 Related HubSpot education:
- What is great content? (HubHeroes, Ep. 2)
- The last SEO content strategy guide you'll ever need
- What is a topic cluster? (definition + examples)
Some might even admit they're unclear on what a content strategy really is or what form it should take but, "I know it when I see it!" isn't an acceptable answer either.
Wait, actually DO get us started. That's the whole point of why we chose this week's episode topic. As we all look ahead to 2023, understand what a content strategy is today — as well as what it really takes to pull one together — Liz and I are here to set the record straight on what a content strategy is and isn't, and the most common mistakes you're making that are costing you big-time when it comes to content ROI.
Also, consider yourself warned ... Liz and I brought a lot of hot takes to the HubHeroes recording studio this week.
HERE'S WHAT WE COVER IN THIS EPISODE ...
- What isn't a content strategy? Because the amount of misinformation out there is astounding.
- How the answer to "what is a content strategy?" has changed in the past decade.
- What is the purpose of a content strategy? And what do most people get wrong about what content is supposed to do for their organizations?
- How Google and other search engines have radically changed how you should be developing your content strategies.
- Liz gets heated about "brand awareness" content.
- A brief primer on topic clusters and pillar pages, as well as why they exist.
And so, so, so much more. Seriously, this episode is straight fire, start to finish.
YOUR ONE THING FROM THIS EPISODE
If you're a growth-focused marketer or business leader who needs to get big results (and make big changes from a content strategy standpoint) in 2023, you need to sign up for the SEO Content Strategy Masterclass, which starts in January. Period.
Otherwise, get very clear on the purpose for your content strategy, as well as what goals you're looking to achieve with it. And if someone asks you for a content strategy document outside of what you provided, take a long hard look at your current documentation — and the process you used to get there — because you've got big gaps, my friend.
RESOURCES FOR THIS EPISODE
Creators and Guests
Host
George B. Thomas
George B. Thomas is the HubSpot Helper and owner at George B. Thomas, LLC and has been doing inbound and HubSpot since 2012. He's been training, doing onboarding, and implementing HubSpot, for over 10 years. George's office, mic, and on any given day, his clothing is orange. George is also a certified HubSpot trainer, Onboarding specialist, and student of business strategies. To say that George loves HubSpot and the people that use HubSpot is probably a massive understatement. A fun fact about George B. Thomas is that he loves peanut butter and pickle sandwiches.
Host
Liz Murphy
Liz Murphy is a business content strategist and brand messaging therapist for growth-oriented, purpose-driven companies, organizations, and industry visionaries. With close to a decade of experience across a wide range of industries – healthcare, government contracting, ad tech, RevOps, insurance, enterprise technology solutions, and others – Liz is who leaders call to address nuanced challenges in brand messaging, brand voice, content strategy, content operations, and brand storytelling that sells.
