Though people often use the terms interchangably, content marketing and content strategy are not the same thing. Like twins, they are manifestly related. But they are, indeed, separate things. We love to do things with a twist at Kess; so, we're going to use a shot of twin models Jörg and Jochen Peroutka to show how we see the difference between content marketing and content strategy.
Jörg is leaning forward, slightly more engaged. Jochen has his back.
The objective of content marketing, like any marketing, is to drive profitable customer engagement. Content Marketing Institute defines content marketing as a way of "creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience." Jörg's stance (on the left) certainly looks like he might be coming to get you. Jochen (on the right), on the other hand is standing solidy behind his brother much in the way that content strategy is the backbone of all content marketing efforts a company may undertake.
Jochen's face is soft, reflective and a bit interrogative. Jörg is ready for action.
The goal of a comprehensive content strategy is to organize and analyze content assets across a whole organization and to determine where there may be gaps or inefficiencies that can be corrected. It ensures that systems are in place to support the content goals of an organization. In this shot, Jochen looks as though he could be contemplating the mechanics of the photographer's camera or the placement of the key light. His brother Jörg's face is focused on nailing his look, the only thing his audience (i.e. any person looking at the photograph) will see. This is content marketing's focus as well: to create the specific story that will be most successful in developing a positive customer relationship.
Voilà! One picture worth a thousand marketing words. – Court Williams