Moving From Content Marketing to Content Strategy: Four Actions to Take

Content strategy is a vital tool to bring a company's value to customers, yet many companies don't utilize it correctly. To make the most of it, marketing teams should focus on how each content asset aligns to buyer value. Customer stories are an important way to build trust and shift from "me and you" to "we". Content should also be tailored for each stage of the buyer journey. Finally, content strategy should be a collaborative process with input from sales and customer success teams.

To get started, marketing teams need to prioritize customer stories and tag all content to one or more areas of buyer value. Content snippets should be used to quickly engage new buyers, while sales and customer success teams should use customer stories, sell sheets and slides to tailor conversations. Customer success and product teams should use case studies, capability maturity frameworks and whitepapers to create deeper value.

Content strategy should be a collaborative, cross go-to-market team process. Regular meetings between marketing, sales and customer success teams can help road-test content and get feedback on stories that engage buyers. With the right strategy, companies can unlock the value of their hidden gems and shift to a higher-impact approach.