Summary:
Content strategy and copywriting often get lumped together, but they’re not the same thing. Both are crucial to creating meaningful digital experiences, they serve very different purposes. Copywriting is about crafting compelling messages. Content strategy, however, is the plan that ensures those messages are hitting the right mark.
The Big Picture vs. The Message
Content strategy comes first—it’s the blueprint that guides everything else. It’s about understanding who your audience is, defining your goals, and mapping out the types of content you need to meet those goals. You analyze what works, what doesn’t, and how to drive business success with the right content at the right time.
Copywriting follows the strategy. Once the plan is in place, copywriting brings it to life. It’s about taking the blueprint and translating it into clear, engaging messages that move your audience to action. Copywriting is tactical and focused on delivering specific outcomes—whether that’s making a sale, generating a click, or simply getting a reader to engage.
Steps for building out a content strategy
Content strategy takes some strategizing—go figure. It’s not just about writing words or creating pretty designs. It’s a deliberate, methodical approach that requires understanding your audience, setting clear goals, and building a plan that drives results. Here’s how to get started with crafting a strategy that works.
Define Your Goals
Before anything else, know what you want to achieve. Whether it’s driving traffic, increasing conversions, or building brand awareness, your goals will shape every content decision you make.
Understand Your Audience
Who are you speaking to? Research your target audience—understand their needs, preferences, pain points, and behavior. The better you know your audience, the more effectively you can create content that resonates with them.
Audit Your Existing Content
Take stock of what you already have. What’s working? What isn’t? A content audit helps identify gaps, opportunities for improvement, and content you can repurpose.
Create a Content Plan
With your goals and audience insights in mind, decide what type of content you need. This could be blog posts, videos, social media content, case studies—whatever aligns with your objectives. Organize it into a content calendar to ensure consistency.
Determine Content Formats and Channels
Think about the formats that will work best for your audience. Do they prefer video over text? Are they active on Instagram or LinkedIn? Choose the right channels to reach your target audience where they already are.
Optimize for SEO
Your content strategy should include a plan for search engine optimization (SEO). Conduct keyword research, optimize headlines, and make sure your content is discoverable by search engines.
Develop a Distribution Strategy
Creating great content is only half the battle. Plan how you’ll distribute it—whether through email, social media, partnerships, or paid ads—to ensure it reaches the right people.
Measure and Adjust
Content strategy isn’t static. Track performance using analytics tools to understand what’s working and what’s not. Use this data to refine and improve your strategy over time.
A Solid Content Strategy Drives Business Results
Good content does more than fill a page—it drives action. A well-planned content strategy ensures that everything you create has a clear purpose and helps you meet your business goals. Here’s how a strong strategy can lead to real results:
1. Aligning Content with Your Audience and Goals
Great content speaks to the right people. A solid strategy ensures you’re creating content that matches your audience’s needs while supporting your business goals. For example, if you’re an outdoor gear company, instead of writing a generic post like “How to Camp,” you might focus on topics like “Best Tents for Winter Camping,” which speaks directly to your target audience’s interests and needs.
By crafting content that resonates, you attract the right audience, build trust, and position your brand as a helpful resource.
2. Building Brand Awareness
Content strategy helps your brand stand out. It’s not just about selling products—it’s about telling your brand’s story and connecting with your audience on a deeper level. Think of a brand like Patagonia, which uses content to promote sustainability, not just gear. This kind of content builds awareness and creates loyal customers who share the brand’s values.
With a solid strategy, your content isn’t just filling space—it’s helping your audience understand and connect with your brand.
3. Improving the User Experience
Content strategy also means improving how users interact with your brand. When content is well-organized and useful, it guides users through the experience. For example, an e-commerce site that includes product reviews or how-to videos alongside product pages improves the buying process and helps customers make confident decisions. This kind of content makes the experience easier and more enjoyable for users—and helps drive sales.
4. Measuring What Works
A good content strategy is measurable. By tracking key metrics like website traffic, engagement, and conversions, you can see what’s working and what’s not. For example, a B2B company may notice that their blog posts are leading to more webinar sign-ups or demo requests. The right content strategy helps you understand what’s driving results so you can double down on what works.
5. Creating Long-Term Value
Content isn’t just a one-time investment. A strong content strategy builds assets that keep working long after they’re published. Evergreen content like how-to guides or product reviews can continue attracting traffic and generating leads months or even years later. That’s the power of a good strategy—it keeps delivering value over time.
Why Do People Confuse Content Strategy and Copywriting?
Content strategy is still a relatively new field, and many people don’t fully understand what it involves. As a result, businesses often mix up content strategy and copywriting, using them interchangeably. The confusion comes because both focus on content, but they play different roles. Content strategy is about planning—figuring out what content to create and how it supports business goals. Copywriting is about creating the actual words that convey the message and engage the audience.
What Content Strategy Is Not:
- Content Marketing: Content strategy is the plan; content marketing is how you use that plan to reach your audience.
- UX Writing: UX writing helps guide users through a website or app, while content strategy is about deciding what content to create and why.
- Graphic Design: Content strategy focuses on the message and tone, not the visuals.
- SEO Marketing: SEO is part of content strategy, but strategy is about the bigger picture—what content you need, who it’s for, and how it fits into your goals.
- Social Media Management: Social media is just one place where content shows up. Content strategy decides where and how to use content across all channels.
