Content Strategy vs. Content Marketing

Content strategy and content marketing. You no doubt have heard of them and know that each is essential to helping you reach your audience and achieve your business goals. But what’s the difference — and why does it matter? By understanding each term, you can effectively level up and get the most out of your content efforts. 

The Difference Between Content Strategy and Content Marketing

The first step to getting the most out of your content is understanding the difference between content strategy and content marketing. 

If your content strategy is the blueprint for your house, then your content marketing is the furnishings you put in that house.

“I like to describe content strategy as the plan, while content marketing is the execution of that plan,” says Joe Stella, CEO of BackPocket Agency. “If your brand experience were a house, then content strategy would be the architectural blueprint. Beyond providing a solid foundation, the strategy outlines distinct areas for different purposes, ensures critical systems are mapped out, and includes the necessary controls to monitor and adjust. It defines entry points — and indicates whether they should be doors or windows.”

He continues: “Content marketing makes the house a home. While shaped by the home’s layout and framework, it’s what makes the space warm, functional, and inviting. The furnishings and décor are what create an emotional connection, making visitors feel welcomed and engaged. It’s what people see, feel, and experience when they step inside.”

Content marketing brings your strategy to life by producing and distributing content that resonates with the audience. A well-executed content marketing strategy ensures that every piece of content your team creates serves a purpose, aligns with your larger goals, and engages potential customers or members in meaningful ways.

Want a little inspiration? Check out a few sample content marketing strategy examples.

Where Content Strategy and Content Marketing Intersect

Content marketing strategy and content marketing can’t work without the other. Strategy lays the groundwork; marketing brings it to life. Their intersection? That moment when ideas turn into action and content starts working in the real world.

Content strategy lays the groundwork, while content marketing puts the plan into action.

“They work together, because a strategy without execution is just a blueprint with no builder,” Stella says. “And content marketing without strategy is like building without a plan — you might end up with a structure, but it will lack direction, stability, and purpose.” 

Content marketing brings your strategy to life by producing and distributing it in ways that resonate with the audience. A well-executed content marketing plan ensures that every piece of content serves a purpose, aligns with organizational goals, and engages potential customers and members. 

What Is the Difference Between a Content Marketer and Content Strategist?

Just as there are differences between a content strategy and content marketing, there are clear distinctions between the roles of a content marketer and a content strategist. 

“If the content strategist is the architect, they define the framework to map the flow, optimize the space, and anticipate obstacles — using data, insights, and experience to overcome challenges,” Stella says. “The content marketer is the builder, transforming the vision into reality with creativity and craftsmanship. They ensure that every element — from the first impression at the doorstep to the details inside — invites visitors to explore, engage, and ultimately feel at home with the brand.”

So does a content strategist write content? While there is no across-the-board answer (we see you, smaller organizations), a content strategist typically works with a team of writers who take over content creation. A content strategist is focused on audience research, keyword strategy, content mapping, and analytics to ensure content efforts are aligned with established goals.

To break it down further, here are some typical responsibilities of content strategists and content marketers: 

Content Strategist Role

• Developing a comprehensive content strategy aligned with business objectives
• Conducting audience research to understand pain points, needs, interests, and preferred channels
• Establishing mission statement and tone/voice guidelines
• Identifying the best channels for content distribution
• Measuring content performance and adjusting strategy accordingly

Content Marketer Role

• Creating and publishing content, such as blog and social media posts, videos, webinars, emails, and how-to guides
• Optimizing content for SEO
• Engaging with audiences on social media and blogs 
• Collaborating with designers, web teams, and videographers to produce content

Together, these roles — and the content marketing and content strategy functions  — create a well-rounded and successful program that will help you reach all your goals. 

Ready to Get to Work?

At BackPocket Agency, we’re more than just content creators — we’re strategic partners committed to helping you achieve your marketing goals. With our comprehensive content strategy services, we’ll guide you through every step of the process, ensuring that your content doesn’t just exist but thrives. Let’s work together to create a content strategy that not only tells your story but drives your success. Reach out to BackPocket to start strategizing today.