Know your terms: content strategy and content marketing explained

By Rachel Kurzyp

You understand content strategy and content marketing. But maybe you’re embarrassed to admit that you don’t quite know how to explain the difference between them. Or how they work together.

Use the following simple definitions at your next brand strategy meeting. Your boss will thank you for it. 

Content strategy is the plan for what you want to achieve (business goals and customer experience), how you get there (process), how you know you’ve arrived (KPIs), and how you manage the investment made in content over time (governance).

A good content strategy has both content components and people components. Content strategy considers how the user will experience the content or the context in which it will be seen. Content has a life cycle: creation, use, re-purpose, refresh and retire. Strategists know this and don’t let content become outdated or invalid, which affects user experience.

Content strategy unifies stakeholders and teams around content objectives. Everyone, regardless of their role, needs to understand content purpose and requirements. Strategists must also consider budget and available resources. And create efficiencies to save time and effort.

Content marketing is all about conversations. Its purpose is to build relationships (attract and retain customers) with an audience through content that impacts behavior (revenue-related action).

Content marketing is the art of communicating with your customers without selling. The aim is to deliver consistent and valuable content to educate customers. In return, the brand will be rewarded with loyalty and brand awareness. Marketers create relationships by understanding their target audience. This means delivering content though the right channel at the specific time their audience needs it.

The easiest way to explain how content strategy and marketing work together is: content strategy is the ‘how,’ ‘where’ and ‘what.’ And content marketing is the ‘why.’ When used together, content strategy and content marketing will lead to higher levels of customer satisfaction and engagement, improved conversions and sales, and greater brand awareness and loyalty.

Remember: you can have a content strategy without doing any marketing. But you should never do content marketing without a strategy.


Bio: A writer and communications consultant helping businesses build their digital story.



6 Ways Podcasting Can Change Your Life

Podcaster, Tim Reid of the Small Business Big Marketing Show shares his story about getting started and how it’s created a new business model for him. Plus learn how you can start a podcast today & the one thing you shouldn’t do at the start.

Tim Reid is the founder and host of Australias #1 marketing podcast The Small Business Big Marketing Show in which he shares his own marketing wisdom as well as interviews other successful small business owners from around the world. In to its 5th year, his show has a global audience of motivated business owners numbering in the tens of thousands, and is downloaded in 110 countries! He is also a successful small business owner in his own right.  By practising what he preaches and creating valuable content, Tim ranks #1 on Google Australia for the key search phrase small business marketing. 

What Youll Learn In This Episode

  • Why you should consider a podcast as part of your marketing plan.
  • How to start a podcast.
  • Hear Tims story about podcasting and where he began.
  • Find out how a podcast can accelerate your career and your personal brand.
  • How to grow your podcast audience.
  • Why you shouldnt look at your podcast stats.

Key Take Aways

  1. 39 million Americans listen to podcasts.
  2. Podcasting can launch your speaking career.
  3. Focus on creating content. Outsource the job tasks: the technical side.
  4. You dont need a fancy radio studio: you can record anywhere.
  5. Podcast recording process & software: Macbook Pro, Blue Yeti.
  6. Treat each social media platform differently. Create content that is unique for each networking site.

 Mentioned In This Episode

Podcast Statistics


Small Business Big Marketing Show


Dior and I – The New Look in Brand Storytelling

By Andrew Hedge

In February 2012, legendary fashion house Christian Dior was in crisis. Long time artistic director John Galliano had been sacked a year earlier for publicly embarrassing the company in a drunken, racist rant captured on video, and Paris fashion week loomed with no replacement.

The choices Dior’s owner Bernard Arnault made at that time were not timid.

He surprised the industry by appointing Belgian menswear designer Raf Simons to mastermind an eight-week sprint to the Paris haute couture catwalk.

This is the basis for filmmaker Frederic Tcheng’s film, Dior and I (2014), where he combines compelling fly-on-the-wall storytelling with an interesting study in branded content.

Taken at face value, Tcheng’s film simply allows us to observe how Simons, who is a likeable and humble custodian of the Dior design legacy, helped the venerable French brand get its mojo back.  

The film focuses on how he relates to the talented craftspeople employed in Dior’s ateliers, some who have been bringing Dior designs to life for four decades or more. 

With a high-end visual aesthetic the film shows off dresses and suits that are lovingly created by large teams of friendly, passionate French folk and sold for six figures to multi-millionaires.

It’s plain to those who look closer that the film serves another objective, which is to reassure the public that Christian Dior, the brand, is alive and well.

In fact, the late Christian Dior ‘stars’ in the form of narrated sections of his memoir and file footage, and the company staff lovingly refer to him haunting their studios and overseeing their work.

At its emotional, colourful, triumphant conclusion, it’s hard to shake the feeling that you paid to enjoy a ninety minute (warts-and-all) cinematic advertisement for Christian Dior.

It’s no accident. Recently, the director Frederic Tcheng admitted to Fairfax Media that his film received support in raising its finance from LVMH, owners of Christian Dior.

He says they were ‘pretty fair’ when it came to creative decisions, but concedes he did not fight when owner Arnault asked to have his own role in the film diminished by cutting a scene.

This situation would make many documentarians deeply uncomfortable, and perhaps it should, but from a branding perspective it is also interesting to see what was left in the film.

While ultimately the audience are not left with much room to consider the brand in a negative light, there are certainly scenes that Simons and his staff would possibly have felt uncomfortable watching again and could have pushed to cut.

John Galliano’s embarrassing exit is entirely ignored and Tcheng escapes scrutiny by making his frame of reference tight: the film only covers the eight weeks from Simons’ first day until his first haute couture show, and it’s arguably a less flabby product as a result of ignoring why he’s there.

So what lessons are there for brands in Dior and I? I took away two:

  1. Even a confirmed fashion ignoramus can enjoy paying ten dollars to sit and watch your feature-length, heavily branded ad if you make it interesting enough
  2. Brands should be willing to relax some of the protective measures that so often make their content stale and boring, and be willing to let some real, human stories of how their products are made or used get out to their audiences.

Perhaps few brands will be convinced to fund feature documentaries (Newsmodo are happy to take the call from those who will!), but nevertheless the success of this unique approach for Dior might embolden some to test the waters with a new strategy. 

The Golden Lions are a fine recognition for marketing professionals, but there’s an even greater prize in the Palmes D’Or or an Academy Award!

Content Marketing Is The Great Equaliser For Brands – Arnie Kuenn

Learn how to create successful content marketing campaigns and the most important things you should do to optimize your posts to get organic reach. 

Arnie Kuenn is CEO of Vertical Measures is an award winning search, social and content marketing company helping organizations get more traffic, more leads and more business. Vertical Measures provides complete Internet marketing services, designed to help businesses improve their online presence resulting in higher levels of qualified site visitors, as well as greater sales conversion rates.

Case Study

Hear how a hockey company changed the life of a young boy and how a single video impacted the company.

In this show you’ll learn:

  • How content marketing has become the great equalizer for all brands.
  • How to create a content marketing strategy.
  • Hear a case study that boosted an appliance stores sales.
  • Youll learn when most brands stop producing content marketing and find out, if a brand sticks with content marketing, how long it takes to pay off.

Takeaway Tips

1.    Your customers can be powerful sales people for your brand.

2.    Create content that answers your customers questions using blog posts, videos, audio segments.

3.    Use Google Trends to do your content marketing research.

4.    Check for Google suggested titles to see how popular your topic is before you create it.

5.    Create free guides to help solve your customers problems.

6.    Make sure your post is optimized: h1, meta and alt tags are must be filled in.

7.    Optimize your Web images: change file name to be relevant to the photo.


Mentioned in this Episode:

Accelerate by Arnie Kuenn

Content Marketing Works by Arnie Kuenn


Vertical Measures

Twitter @ArnieK

How to use video storytelling to bring your brand personality to life

By Rachel Kurzyp @RachelKurzyp

Did you know 74 per cent of all internet traffic in 2017 will be video? Yet, many brands still have not embraced the power of the online video. The effectiveness of the video is its ability to simplify the complex, create emotional connections and support calls-to-action.

It is also great for its capacity to animate abstract ideas, like your ‘brand’s personality’. So, how does video storytelling bring your brand’s personality to life and what do you need to consider to make it work? 


Set your tone and voice

A company’s tone of voice should be distinctive, recognisable and unique. It’s not what the company does, but ‘who it is’ that makes the brand’s personality.

Video is a great tool to share with your customers what you love to talk about and how you talk about it. It also gives you a chance to speak in your customer’s language and show you know their needs.

Video gives brands the opportunity to develop personality, style and characteristics of their own. People want to buy from other people they can relate to.


Build trust and loyalty

Customers want a quick way to vet a company, research product information, and see what other people are saying. More often, customers are using social channels to do this.

Use video to identify the problem your customers face. Communicate how your product can help and the type of service you offer. By illustrating how you work, you educate customers on your company’s values and mission.

Use this opportunity to make your customers feel good and walk away with a brand experience they will tell their friends about.


Tell your brand’s story

Forget about your product for a moment and think back to why your company was created. Why do you do what you do? What human value does your company offer?

Now ask yourself why your stakeholders want to partner with you? Why do your customers take part? Use your answers to tell every side of your brand’s story in an inspiring video.

Remember, your brand personality should be in the spotlight not your sales pitch. If you design and tell your story you will engage people to take action.


Put a face to your organisation

Smart companies know customers want to interact with genuine and authentic people. Video allows your staff to step out from behind the computer and say ‘Hi, I’m a person, and how can I help?’ 

Customers form an emotional connection with your brand through your staff. Create videos that allow your staff (or actors playing them) to share their knowledge, work ethic and why they believe in your brand.

Use your brand personality to give your customers a deeper understanding of why they should interact with you.


Rachel Kurzyp is a writer and communications consultant helping businesses build their digital story.


How To Grow Your Brand Using Social Media – Greg Savage

Building a brand via social media is hard work. Learn the top strategies from Greg Savage. Find out drives traffic to your Website and creates success for your brand in this episode.

Greg is a global recruiter with 35 years experience owning, managing and growing staffing businesses across the world. Founder of four highly successful businesses; Recruitment Solutions (taken to IPO). Firebrand Talent Search (trade sale), Eloquent Staffing (trade sale), and People2People (currently Director and Owner). Greg is an advisor, consultant, mentor, investor and trainer to the Recruitment, Staffing, Professional Services and Social Media sectors. 

In this show you’ll learn:

How to build a social audience.

How Greg used Twitter to grow his brand Firebrand Talent.

What a blog did for brand awareness and the human resource industry.

Why you cant make social media about your brand.

Takeaway Tips

1.     Your customers are interested in what they do. Make your content relevant to them and the overall industry.

2.     Get your audience to share their interests and stories to create a digital footprint.

3.     This social audience can build a community and be more valuable than anything else.

4.     Social media is not cheap or free: “it’s a massive cost in time and intellectual property”.

5.     Understand your audience in order to compete. Target your content.

6.     Respond to your social audience. Answer their questions in a timely fashion.

7.     Generosity builds your brand: give out quality content and provide engagement.



Greg Savage, YouTube

Firebrand Talent Website

Twitter @SavageTruthBlog

Twitter @Greg_Savage

Five kickarse awesome acts to save our planet (and make your blog a disaster)

By Kath Walters @kathwalters

Are you guilty of over-promising? I am. And I realised the full extent of my descent into this murky, desperate habit when I dropped into my favourite bookshop, Readings in Carlton, yesterday.

The shelves were replete with headlines making big promises – and I mean big. Entire planets saved, personal problems evaporated, business profits tripled, 5 steps to personal enlightenment. Admittedly, I was in the philosophy, business and personal development sections.

The point it this: in our effort to be seen among the daily blog deluge, it’s really tempting to start promising our readers way too much.

The old media trick

There’s nothing new in over-promising – it’s a staple of newspapers and magazines. Predicting trends is a classic example. ‘Most popular products in 2015’. ‘The five most important changes to customer behaviour this year’.

As a rooky journalist, I used to quake in the face of writing such stories: how could we know? Of course, we could not. We would make an educated guess, get lots of experts to put themselves on the line by making predictions, and then publish. Everyone reads (it’s just like the lure of the fortune teller) and everyone forgets.

The new media trick

Over-promising online, however, is getting to epic proportions.

Numerous “ultimate” guides have appeared in my inbox recently: ‘the ultimate SEO checklists’. And don’t get me started on lists – ‘the 8 super-simple tools’, ‘the 7 killer strategies’, and ‘five absolutely brilliant innovations’ … (There’s nothing wrong with lists, by the way. It’s just time to give the poor little buggers a rest).

What’s makes us read

Guess what I clicked on this week. It was a Copyblogger post: Why Copyblogger is killing its blog. I mean, I went into a major panic (I love Copyblogger) and I almost read the whole thing before I realised it was an April Fool’s day joke!

It’s a good headline, nevertheless. It is contrarian, intriguing and, let’s face it, bad news. We always read bad news, things like gossip thrive on it.

Stop whinging, Gladys

Ok, you ask, what makes a good headline? In “old media”, we journos didn’t even try to write headlines. We knew it needed skills and experience, and was really important and the folks who did it were sub-editors. These are the same folks who checked our stories for errors, and corrected our spelling and grammar (oh, my heavens, those were the days!)

Copyblogger has a fantastic guide to writing headlines for the modern blogger, but I would add a word of caution. This guide is more from the marketing world than the media world. I like the messages in this little snippet from the University of Kansas. The website design is truly awful, but the message is good: keep it simple and direct. 

Amplification Strategies To Get Content Seen By Your Target Audience With Ayal Steiner

Brand Storytelling Podcast Episode 10

Ayal Steiner is the General Manager of Outbrain Australia-New Zealand. He shares what amplification strategies can do to help get your content seen by your target audience.


In this show youll learn:

  • Amplification and how it can help your brand.
  • How to build your social audience.
  • What makes the audience engage with your brand.
  • Which amplification platform is right for you?


Takeaway Tips:

  1. Even content that looks like it is organically viral is often heavily distributed through paid platforms.
  2. Research shows people spend 20% on email; 20% searching the Web; 20-25% on social platforms
  3. Search is very intent-based. This can be a channel that already publishes content.
  4. Find your audience when theyre already engaging with content.
  5. Amplification through Outbrain distributes content where visitors are already engaging with content which creates a native experience.
  6. Visitors from this type of platform are more qualified as the people who click the links are truly looking for your content.
  7. Use engagement data to further develop digital strategy to fine-tune your digital conversion rate.

Follow Ayal Steiner on Twitter 

To learn more about their service visit Outbrain’s Website