The concepts of content and marketing strategy under the realm of brand planning are not given enough importance.

Specialists within the field have poor knowledge and therefore lack the ability to implement them in their truest sense.

Content is anything and everything an organization stands for. It defines one’s products and services and how they will be marketed. Content renders to be the most important asset. If understood, identified, documented, and distributed effectively it drives revenue, lowers costs, and better targets customers. Having described what content is, isn’t enough on its own. As an entrepreneur, one needs to clearly identify why and how it’s being posted.

Content Marketing Strategy

Content strategy refers to planning, developing and managing content whereas content marketing refers to attracting the target audience to an experience that you own, build, and optimize to achieve your marketing objectives. Most companies combine these two concepts and refer to it as content marketing strategy, the aim of which is to build an emotional bridge between business and customers. The biggest challenge companies face is the lack of importance given to a brand document. If they take time to develop a strategy (components listed below), it is likely to increase the bottom line in addition to improving brand recognition and recall.

The major components of a content marketing strategy highlight its importance:

Audience Content-Stratgey-Bulb

Defining and understanding target audience is a key to developing a strategy.  Communicating branded messages is effective once we know what our audience likes, where they are found spending time on the net, what channels they use to communicate, and what they listen to, etc.


Branding entails physical elements but the underlying intention is to resonate an emotional and psychological association with the audience. A consistent marketing strategy will incorporate aspects of branding across all communication channels. This is likely to result in a stronger set of associations with the brand, an increase in brand recall and recognition.

Content Audit

This refers to evaluating all the content a company has produced. This can include blogs, tutorials, branding messages, or how-to guides for the product. Once the content has been accounted for, innovative ways to disseminate it to the audience should be identified. In order to keep the customer engaged, the topic, length, tone, and features should be varied to meet the interests of the customer. Additionally, success metrics should be added to this as well so that data gathered eventually can be analyzed for gaps in messaging.

Content Management System

There are a number of programs and tools that can be used to manage content. Scheduling, sharing, and evaluating metrics can all be done through one system. This renders companies a centralized place to control and monitor content they’re sharing with the target audience.

In a day and age of extreme competition and an overload of content looming over customers, companies need to take time to identify their own business and respective goals. So many clients treat creating content like a “thing to do” without a deeper understanding of the impact it has on purchasing decisions of a consumer. Therefore, it’s safe to urge companies to prioritize developing a thorough guide to creating and sharing content in order to engage with customers.

About IGM Creative Group

IGM Creative Group provides advertising solutionsmarketing strategy, and web development for Fortune 500, mid-market, and small businesses.

166 Main Street
Suite 202
Lincoln Park, NJ 07035

Contact by phone at 973-709-1126 or send an email to