ABSTRACT
Although the adage “content is king” has been used for a while, it hasn’t been until the last ten years that content marketing strategy has become a distinct specialty. However, it may be difficult to define content marketing strategy since some practitioners place greater emphasis on the part it plays in information architecture while others think it should be considered for each campaign separately. “Content” shapes any brand's destiny. The aim is to acquire the desired position in the minds of consumers. The content strategy creates brand equity. Brand equity is the most important asset since it embodies business. Customers’ perceptions of any business are directly influenced by how it looks, sounds, and acts. Quality, relevance, and consistency of content are among the many elements that influence a brand's success, but they may be among the most important. Brand has to maintain a consistent voice, tone, and style across all platforms, from social networking and blogging to responding to customer reviews and answering emails. This chapter aims to shed light on a model that explains content strategy, strategic building blocks, translating brand essence, market research, consumer personas, developing content themes, mapping formats of content to organizational goals, content planning, and models.
