A process strategy is also required to carry out a campaign. The key differences between a campaign and a strategy are the duration and the goals to be achieved.
Campaigns tend to be short to medium term and follow tactical or operational measurable goals. These short to medium term goals of a campaign should be seen as intermediate goals towards achieving the long term strategic goals.
A strategy is designed for the longer term and follows holistic, rather abstract goals
From this we can derive the following definitions for the world of content marketing.
What are the goals of content marketing?
As explained, in order to differentiate between a content marketing denmark phone number data campaign and a content marketing strategy, one must pay attention to the time component as well as the goals to be achieved.
When considering the goals of content marketing, it makes sense to differentiate between short-term goals and long-term goals. Content marketing campaigns primarily pursue short-term goals. A content strategy pursues long-term goals.
Short-term / operational content marketing goals are:
Generating reach through the distribution of content via social media / word-of-mouth
generating social buzz
Generation of co-occurrences, co-citations and backlinks
New visitors
Medium-term tactical content marketing goals include:
community building
Creation of trust / reputation
improving completion rates
findability in search engines
returning visitors
Regular readers or visitors
improving completion rates
retention of influencers
A content marketing strategy has long-term strategic goals as its main objective:
Setting up your own communication system (e.g. according to “Welcome to the System” by Karl)
Building a Brand / Authority
Development of Owned Media / Own Communication Channels
Long-term loyal customer relationships
positioning as an expert
The long-term goals should always be the focus, according to the motto "a constant dripping wears away the stone". And here we are talking about periods of three to eight years, not months. This is where the wonderful word "sustainability" comes into play again. This means that you have to make an upfront investment and sometimes wait a long time until the branches bear fruit. (More on the topic of content marketing in general: Content marketing: definition, overview, information ).