Content marketing: From random content creation to content strategy
- Elin De Vits
- May 15
- 3 min read
Updated: Jul 5
Do you ever get asked what content marketing actually is?And do you sometimes struggle to explain it clearly—say, to your grandma?
Because content is everything. Every email, photo, presentation, podcast, social post, newsletter, blog article, video, card... it’s all content. Every message you share with your audience, through any channel or format, is content. And from that bottom-up perspective, all marketing roads quickly lead to the content marketer or content manager.
Ready to clearly define your field—and your role within it? Start reading.
What is content?
"Content" refers to all the information—online or offline—that a company or organisation shares with its target audiences through various channels and in various formats.Think: texts, newsletters, photos, videos, infographics, podcasts, webinars, social media updates, blogs, whitepapers, e-books…
What is content creation?
Content creation is the process of developing and producing content with a specific purpose—usually to inform, inspire, persuade, or activate a particular audience.That content can take many forms: blog posts, videos, social posts, infographics, podcasts, whitepapers…
In simple terms:
You're creating something valuable that people want to read, watch or listen to.Great content creators—like copywriters, storytellers, graphic designers and video marketers—are worth their weight in gold. They combine creativity with expertise to craft the right content packages that open doors.
Why you need a content strategy...
If you want to make a lasting impact, having content creators on board isn’t enough.You need a content strategy.
What is a content strategy?
A solid content strategy:
ensures your investments in content creation measurably support your business goals
helps you use your people and resources in a focused way, rather than scattering them across countless channels, messages and audiences
gives structure to how your company works with content—defining a clear playing field for content marketing, aligning all efforts and budgets
ensures you're not just creating new content, but also reusing and optimising existing content
prevents you from chasing every shiny new tool, trend or platform. Hopping from one quick win to the next rarely delivers real results
allows you to make data-driven decisions instead of relying on gut feeling. Your strategy is backed by research and insights that point the way forward
helps you build sustainably—starting with a solid foundation for your content marketing, then moving on to creative, targeted campaigns that truly stand out
positions you as a strategic advisor, not just an executor. Instead of being swayed by every well-meant but unfocused idea from colleagues, you guide them with a clear vision.What is content?
"A content strategy ensures that you, as a content marketeer, don't become someone who just executes all well-intentioned but often ineffective ideas and plans from people in your company, but that you become their advisor."
Time for an upgrade.
With the shift from old-school marketing to digital marketing, marketers gained powerful new levers to drive impact within their organisations. Yet many managers still draw the lines the old-fashioned way.
Do you want to have a real impact as a content manager? Then invest in a content strategy that fits into the bigger picture.
You'll soon find that this gives you the opportunity to grow from an execution-focused role to that of a valuable strategic advisor and expert.
Do you feel it's time to transition from random content creation to content marketing? Take action on that content strategy and content plan, showcase your expertise strongly in your company, and demonstrate your worth! Good luck!
Need some assistance in evolving from content creation to a content strategy? Get in touch.
