A dear friend, a very smart cookie, has started a new venture in Digital Asset Risk Management for institutional clients. He is just starting out and asked me for the "best approach" to digital marketing. I told him that given that it is an information-intensive industry, he needs to publish content to engage his potential customers. That's it ... that's content marketing ... when you publish great-quality content that your prospects benefit from, engage with, and improve their relationship with you. Then he asked me how and what content should he be posting. That's the subject matter of content strategy.

What is content strategy? Your content strategy answers three questions in the context of the content you are putting out and what goals and objectives you have. First question is "why". Why do you want to put out content? Do you want to increase brand awareness, engagement etc. Basically, how do you want to nudge customers along the customer journey from awareness to consideration to decision. What exactly is your purpose for putting out content. Second key question is "where". Where do you want to put out content? Do you want to write articles, a blog, or produce a podcast, or a YouTube video series. This depends on how you want to meet your audience. Final question is "what". Exactly what sort of content do you want to put out.

If you answer these three questions, you will have a scheme of integrated and coordinated decisions, or basically your content strategy.

That's it.

Good Luck!!