Lexicon has come across several conversations discussing the difference between content marketing and content strategy—two important things that often are confused. In a blog post from the Content Marketing Institute, Robert Rose uses this analogy to distinguish between the two: “Content marketers draw on the wall with magic markers, while content strategists use fine pens.” In the same post Rose references Rachel Lovinger’s comparison: “Content strategy is to copywriting as information architecture is to design.”
Here’s how Lexicon defines the two job titles.
What is a content marketer?
Content marketers are big-picture people. A content marketer pinpoints and develops the story an organization should tell consumers, and then determines what platforms will be most effective for sharing it in a way that ultimately influences their behavior.
When do you need a content marketer?
Organizations need content marketers when they’re looking to establish themselves as an industry leader and cultivate the respect and trust of their consumers—all with the end-goal of generating leads and driving ROI. A content marketer can help determine what valuable information you should provide to consumers and ways to do it.
What is a content strategist?
Content strategy can help content marketing succeed. Content strategists focus on the best ways to execute content in order to achieve business goals. They develop an efficient content-creation process and manage all stages of content development, including distribution. While guiding content through this funnel, content strategists ensure all content on all platforms maintains a consistent message, tone, etc.
When do you need a content strategist?
Enlist the services of a content strategist when you want to manage all of your new and existing content more efficiently and effectively over its entire lifespan. Also be aware that content strategists can work on more than content marketing projects. Content strategy is important for many aspects of your business.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.