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What Vs. How – Content Strategy Vs. Content Marketing

People often interchangeably use the terms Content Strategy and Content Marketing. Some people even merge the two together and call it content marketing strategy.  So what’s the difference and why does it matter? Simply put, content strategy (the WHAT) should always define the goals and the content marketing tactics (the HOW) are used to achieve those goals. Depending on the size and structure of a company, content strategy should always support the overall sales and marketing strategy and/or be aligned with the overall business strategy.
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