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What's exciting about this post is the inherent realization that content is hard. It takes time. When it's done well, there's a plan, an execution process, some thought put into delivery. There's creative excellence involved. A coherent workflow, too. And, of course, promotion. Not to mention ongoing content so that you're building a brand instead of just a series of articles or posts.
That's content strategy -- not just the content marketing process, but everything that happens before and after to make your content work for your customers or users as well as your brand. The content marketing piece is only a small part of that. I'm excited to see the industry moving in this direction.
How do you plan and execute your content?
Jonathon - Thank you for sharing your thoughts. The importance of planning and process still seem to go a bit unnoticed within most of the stuff that is coming out talking about <em>strategy</em> - as you pointed out it many of these pieces are really only talking about the marketing side of the equation; not seeing the full picture.
Furthermore, the role of the content owner, the person who manages (or as Kristina Halvorson might put it <em>governs</em>) a set of information is in the unique position to make sure it serves the needs of their audience, not just today but into the future. This level of planning and the action of actively managing content's usefulness is what separates the marketing from strategy.