Content Strategy
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As a business owner (or even someone who works for someone else's business), you have a content strategy (in all likelihood). You are probably also involved with content marketing to ensure that you get your story out there. Sometimes, the differences between the two are subtle.
The importance of both concepts for your business
Nowadays, you can't afford to ignore the critical nature of content marketing and how it figures into your overall content marketing strategy. If you don't recognize that as a fact, you may regret not viewing it as important enough for your business. The chances are very good that people are walking around discussing content marketing on a semi-regular or regular basis. However, have you noticed that they are also discussing content strategy on a regular basis?
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Understanding the difference and leveraging them together
Once you have wrapped your mind around the two concepts and have come to a point where you truly understand the merits (and value) of both, it is time for you to figure out how to use them in tandem for your business. It will achieve extremely positive results if you can manage to do that. It is a really good idea to start with a definition of each one.
Content strategy
The content strategy for your business is the plan that you have devised in which you will use content to bring your business to the next level. Your content strategy drives your business in many ways. The content that you use does not necessarily have to be written by you (or someone who works for you). Some of that content can be from some other source although it is recommended that you write a large portion of the content that you decide to use.
Content marketing
Content marketing, which is the second part of this discussion, is the way in which you communicate what you are trying to accomplish to your target audience members. Content marketing should be considered a marketing strategy. Of course, always remember that it should never be a hard sell (in any way, shape, or form). The content should be informational, educational, and compelling for the people who are reading it. Your ultimate goal (just like everyone's) is to sell your products and/or services to the other person; however, you don't necessarily have to communicate that to your target audience.
As always, you are building relationships, which means that you are establishing a level of trust, credibility, and visibility in the eyes of the other person. Content marketing can come in many different forms, such as blog posts, eBooks, white papers, etc.
It is important to remember here that your content marketing is an important part of your content strategy. The sooner you understand that, the sooner you can move toward making them work as one unit to benefit your business. You can consider the content strategy as the foundation on which you place the content marketing piece. You certainly will not be able to succeed with your effort if your foundation is not solid. It needs to support everything that comes after it has been built.