The content strategy provides the necessary structures and processes in organizations. Therefore, helpful content can be created and published in the long term - content that is too company, brand, product, and stakeholders fit.  

It takes care of processes, structures, management, role allocation, responsibilities, coordination of time and content, and the appropriate infrastructure development. It is based on the knowledge gained from a content audit and a brand and content management analysis. 

How Do Content Strategy And Content Marketing Fit Together? 

This description makes it clear: without a content strategy. Content marketing cannot work. It is its base. Content strategy is the strategic, content marketing the tactical side. 

The interaction of the two could be dealt with in long explanations. We prefer to use a toy for this: the rainbow snail. 

The colorless snail stands for the company's content strategy: it is relatively sedate and comparatively uninspiring. In stark contrast to the colorful ball that sits on it and symbolizes content marketing in its entirety. 

It is a spectacular eye-catcher - especially when the snail is moving. Even if it is creeping up slowly (typical of the content strategy), its colors alternate quickly. 

The snail and the colorful ball are dependent on each other: If the ball (the types of content marketing) weren't sitting on the snail (content strategy), it would be pretty to look at - but completely directionless.  

It could not achieve a single goal - unless by accident. Therefore, no content marketing campaign should start without a well-founded content strategy.  

On the other hand, (the content strategy) would be bland without a sphere. Nobody would be interested in it. 

It's Not About Leadership, It's About Cooperation 

And where are the individual disciplines that are fighting for dominance in content marketing in this snail example? There are only single-colored stripes of the snail shell.  

Nobody has a dominant, determining role. The beauty lies in their composition, in the effect that they develop together. 

And that is the crux of the real problem: Content marketing cannot be about leadership claims - it is about cross-departmental cooperation, everyone is challenged. That alone will be an uphill battle because interdisciplinary processes must be implemented from brainstorming to controlling. 

But Who Then Has The Content Lead? 

If individual disciplines quarrel over the lead in content marketing, then the rules of interaction are not sufficiently clarified. Therefore, you should first take a look at the content strategy and improve it there. 

The content strategy has to meet a universal requirement: It has to ensure that all company content works across departments and permanently. Your job is to optimally supply all content formats in all departments with the right content. 

The responsibility for a company's communication success rests on the content strategy. Ideally, it arises based on some analyzes: 

• the content audit 

• the stakeholder analysis 

• the brand analysis and 

• the performance analysis of the company regarding the content. 

The content strategy is based on this analysis. With it, the decision as to which content task each department should fulfill. And: who is best to take the lead in content marketing. Because a power word has to be spoken for this, the content strategy and the necessary decisions belong to the top management. 

The top of the company determines which communication discipline is awarded the lead in content marketing. Or whether another, possibly external, a solution would be better. All those involved must adhere to this and cooperate as best as possible. 

When the basic questions are answered, all communicators can do their best for content marketing. Marketing can show off its talents, PR, HR, sales, and all other communicating departments.  

They are exploiting the skills typical of the discipline - that would be the ideal situation in content marketing. What everyone involved has to get used to, however, is the high level of exchange and cooperation; content marketing does not work without mutual inspiration and appreciation. Perhaps a marketer has a better PR idea? Or a sales rep an unbeatable marketing gimmick? No more going it alone and trench warfare. They hinder content success. 

It's almost like family psychology: parents have to provide a foundation. Otherwise, the offspring will be at odds. That means: It is not the individual disciplines that should fight out the type of interaction among themselves, but rather the top management in cooperation with content strategists.