You just received the performance report for the last content initiative. The results? Lackluster.
Sure, it drew a decent number of views and clicks. Some consumers even spent a few minutes engaging on the website. But most stopped there. You wonder what could have propelled the campaign to exceed its goals.
The answer reveals itself not in bigger budgets or flashier creative. What truly separates efforts that merely perform from those that transform the brand relationship is a thoughtfully crafted strategy to guide creative decisions and executions.
Building that strategy starts with answering three fundamental questions:
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Why? Detail the marketing and business goals and the reasons to pursue them through the chosen content types, formats, and platforms.
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Who? Identify the audience served: who they are, what they need, and what path they follow in their customer journey.
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How? Explain the unique brand perspective or story that will set your content apart from its competition.
Brands recognized as 2025 Content Marketing Award strategy category winners illustrate the benefits of that clarity. Each represents a distinct approach to solving business challenges through content. Yet, all demonstrate how a thoughtful strategy turns ordinary marketing initiatives into extraordinary business drivers.
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