how to explain content strategy

How to Explain Content Strategy and Content Marketing to Practically Anyone (Infographic)

As of last year, 3.8 billion people used the internet globally.

To give you a frame of reference, that’s 50% of the total world’s population.

It’s over 11.6x more than the total US population (and over 132x more than the population of Texas). Every moment online, people scavenge the internet to search for, share and research content. With statistics like these, the demand for content marketing and content strategy are clear.

However, sometimes it’s the definitions of these terms that are more convoluted.

Not the demand.

Whether you’re convincing your next client, current boss or yourself of the need to develop an effective content marketing strategy, the first step is understanding what that means. Or, more likely, your family and friends may still have no clue on what you actually do.

Today’s blog is here to shed light with a simple analogy you can use the next time you’re trying to explain how content marketing and content strategy works.

Here's how to explain #contentstrategy and #contentmarketing to practically anyone, with a fun (and yummy!) analogy 🧁 @JuliaEMcCoy Click To Tweet

how to explain content strategy infographic

How to Explain Content Strategy and Content Marketing: Breaking it Down (& a Look at the Demand)

Content marketing and content strategy are related, yes, but they are not the same thing.

If you’ve been using the terms interchangeably, chances are you’re not the only one.

To begin implementing these marketing efforts, you must first fully comprehend them. If you’re one of the 9% of B2B marketers that has yet to adopt a content marketing strategy, then you are missing out on 3.8 billion opportunities to reach your targeted audience.

Every minute, people scavenge the internet to search for, share and research content. No matter what rung on the ladder to understanding you’re standing on, let’s break content marketing and strategy down into basic terms using something everyone can relate to. How about food?

(Proceed with caution if you haven’t taken your lunch break yet.)

How to Explain Content Strategy & Marketing: Infographic (A Behind-the-Scenes Restaurant Visual Representation)

how to explain content strategy and content marketing

Picture your favorite restaurant.

Now sneak around to the back until you find the kitchen. All of the inner workings of the kitchen – the food preparation, reservations, staff schedule – that’s the content strategy. It is the meetings between chefs, waiters, restaurant owners and staff to strategize and guide how they plan to successfully deliver food to their customers.

How many waiters need to cover the floor? What type of ingredients should we use? What will attract our customers to our restaurant? Just like in a restaurant, content strategy is the framework you put in place to deliver the content to readers. It is the planning, preparation and methods you have come up with to deliver the ultimate customer experience.

So, how do you implement? Cook the food!

Or in other terms, implement your strategy through content marketing.

Just like in a restaurant, content strategy is the framework you put in place to deliver the content to readers. 🍩🍭 @JuliaEMcCoy Click To Tweet

Content marketing is the execution of your strategy.

It’s the planning coming to life, encompassing each and every component. The food is the content that your audience consumes.

The approach to effective content marketing is to create valuable, consistent and relatable content for the purpose of building a relationship with a targeted audience, which in turn, increases your profits.

Some of the most popular forms of content are:

  • Blogs
  • Infographics
  • E-books
  • Case studies
  • Long-form content
  • Web pages
  • Newsletters
  • Webinars

The content speaks to your brand while also fulfilling the needs of your ideal customer. In the restaurant analogy, let’s say your target audience is 20-year-old yoga enthusiasts. During your planning stages, you found that natural and unprocessed ingredients were of the highest importance to your customers (content strategy). You put this plan into action by designing a customized menu that informs your customers of the origins of their food (content marketing). Then you served a vegetarian lentil soup made from locally sourced ingredients (content).

lentil soup infographic

Now, your customers feel a connection to your brand.

Due to your strategic planning, you knew how to build a relationship with your audience, the methods in which to reach them and the product that would best suit their needs. These customers are receiving valuable and useful information about a health conscious lifestyle directly through you. They will keep coming back. They will purchase more.

That is your content marketing strategy at work.

How to Explain Content Strategy & Marketing: Understanding the ROI with Statistics

Food analogy aside, clients, bosses and executives want you to answer one thing: how much profit will I make? In other words, what is the ROI of this type of marketing?

They may understand the need to develop content marketing, but be unsure of what they are getting in return. Unlike other traditional forms of promotion, content strategy and marketing are investments. They require more initial time to plan, implement and see return.

However, once a profitable framework for content strategy is set in motion, you will see your business grow tremendously.

Today, content marketing has proven to be more than just another buzzword. The term is repeated so often that the importance is validated even to those who don’t understand it. Luckily, there are plenty of statistics to support it.

90% of All Organizations Use Content to Market Themselves (Demand Metric)

Content has officially been crowned king and queen of marketing strategy. However, the real effectiveness of this marketing is in custom content, which 78% of CMOs see as the way of the future.

According to CMI’s 2018 reports, 78% of these B2B marketers revealed that quality content creation increased their marketing success in the last year.

Custom content, while relating to your brand, is useful to consumers who prefer to seek it out rather than be bombarded with emails and television advertisements.

SEO Leads have a 14.6% Close Rate as Opposed to 1.7% for Other Marketing Methods

On the most basic level, the only real argument you need in favor of content marketing is this: it is less expensive and more effective.

Content strategy is all about increasing organic traffic to your site. Organic traffic is improved with SEO directly through content marketing.

Marketing Sherpa detailed one firm’s experience organizing their content marketing efforts where they reported a 2000% increase in blog traffic and 40% increase in revenue.

This type of marketing requires a lot of time, research and patience.

However, an effective strategy will NOT burn a hole in your pocket. Your company can invest in high quality content marketers as opposed to spending money on promotion, and see more success and ROI happen.

Marketers Outsource 18% Total Content (Curata)

One of the main reasons companies have led successful content marketing campaigns is attributed to outsourcing.

Content creation is much more than writing a blog here and there. For real results, content must be consistent, relevant and diverse. One of the many reasons for outsourcing is that most companies do not have the budget or resources to train an in-house team.

Outsourcing to professional agencies, like our own here at Express Writers, will grow your business through organic content marketing efforts.

What’s the best part?

This ends up being ten times cheaper than paid advertising.

Understanding ROI with Numbers

So, how does this compare with my business?

That question always comes next.

Even after reading through statistics, you need a valid method to document the ROI for your own company.

47% of B2B marketers do not measure the ROI of content marketing mostly because they don’t understand how to.

This is a large oversight for companies investing in a content marketing strategy. So we developed an easier method to determine the ROI of content marketing.

In one of our past blog posts, we created an infographic to explain the ROI of content strategy and tested our own numbers.

Our basic formula stated: Earned Traffic = High Quality Leads = Sales

For this formula to work, we used 16% as the average rate that targeted traffic turned into leads and 14% as the rate that those same leads converted into sales.

Our formula then looks something like:

  • Monthly visitors x 16% = amount of leads/month
  • Amt of leads/month x 14% = sales/month

With this formula in hand, your company can predict and actually see how content marketing directly converted into sales.

content marketing equation

We tested the formula in a case study with our monthly traffic for January 2018 and were off by only 57 orders, which made sense after accounting for changes in our business plan.

Put Content Strategy and Content Marketing into Action

The cook, the kitchen, the strategy, the marketing… Now it’s time to put the theory into action.

Starting with the fundamentals of your content strategy will set the pace for the rest of your marketing.

What makes you different? What’s your area of expertise? What’s your Content Differentiation Factor?

Answering these very first questions will help you develop and execute methods to connect to your audience and increase revenue. Are you ready to begin? There will undoubtedly be bumps along the road to successful content marketing. Don’t worry, we’re here to guide you through it.

Learn the tools to create and implement an effective content marketing strategy directly through my personal mentorship and teaching by signing up for my Content Strategy & Marketing Course. Or, get access to great content created just for your audience, with strategic content marketing in mind, by requesting a client account.


How To Repurpose Your Content Correctly - Infographic

How to Repurpose Your Content Correctly (Infographic)

In our infographic below, we’re exploring why you should repurpose content, why Twitter should be a major focus, and six easy ways to repurpose content. Plus, four killer tools you can use.

Get started on awesome content re-purposing right away!

Don’t forget to share if you’ve found our infographic helpful!

How to Repurpose Content: An Infographic

How To Repurpose Your Content Correctly - Infographic
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Why Should You Repurpose Content?

  • Approximately 15% of Americans listen to podcasts of repurposed content, and the number is growing each year.
  • Tweets with visual content get 18% more clicks, 89% more favorites, and 150% more re-tweets.
  • Repurposed content helps make your content more impactful as 67% of people are likely to be convinced by a presentation that includes visuals.
  • An infographic is 30 times more likely to help you get views than an article.
  • Kissmetric’s infographics received an average of 20,859 likes on Facebook.
  • An average of 62% of podcast listeners surveyed have said they are likely to buy something advertised on a podcast.
  • 70% of many major businesses say videos are a highly effective aspect of their content marketing.

Why Twitter Should Be A Focus For Your Repurposed Content

  • Studies show that you’ll get the most use out of Twitter if you tweet up to 30x a day, while small business owners do better around 5 tweets/day. (Kevan Lee)
  • A tweet usually has a “life” of 18 minutes. That’s why you want to tweet often: the more you tweet, the more you will see engagement. (Kevan Lee)
  • Link to your blogs and content, often: 50% of all re-tweeted tweets contain links. (Leo Widrich)
  • Re-sharing your content is vital on Twitter: you can get just as many if not more re-tweets on your second, third and fourth posts of the same blog. (Belle Beth Cooper)
  • Use different headlines as you tweet. Your unique second headline can get double the amount of clicks. (Leo Widrich)
  • Going viral is more possible on Twitter than Facebook because of the immediate traction tweets get. Facebook posts have a shelf life of 5 hours. (Leo Widrich)

6 EASY Ways to Repurpose Content

  1. Make a Presentation. Turn your blog post into a presentation on SlideShare. Make a few graphics and put them into the program, and you have new, repurposed content. (Kevan Lee)
  1. Turn Old Blog Posts Into Guides. Old blog posts provide a lot of excellent content to be repurposed. Assemble the multiple blogs you’ve written on a topic and turn them into an easy-to-access guide with multiple aspects. (Megan Marrs)
  1. Use Your Evergreen Content. One of the best types of content to repurpose is evergreen content. This gives you more topics to work with, and helps you create something that will still be worthwhile in the future. (Kevan Lee)
  1. Create Infographics from Written Content. Do you have a favorite blog that you want more people to read? Consider chopping it down into short points and putting them in infographic form. (Arnie Kuenn)
  1. Host a Podcast Based Off of a Blog Post. Podcasts are a hot commodity right now, and your written content provides some great resources for one (or several). Look at your popular posts and then host a podcast talking more in-depth on them. (Megan Marrs)
  1. Turn Your Content into Powerful Videos. Your existing written content can be used as visual in multiple ways, including video. Brand videos made from content you already have can reach more people and bring in new customers. (Salma Jafri)

4 Great Tools For Repurposing Content

  1. SlideShare. This is a great tool to add your visual content to, creating a presentation you can give out to your clients. Try it when repurposing your content for maximum audience reach. (Garrett Moon)
  2. YouTube. This is the best channel to share your videos on to reach out to a wide audience. When you repurpose written content into videos, always make sure you have a YouTube channel set up for them. (Garrett Moon)
  3. Social Media Channels. Every single social media channel offers you the chance to repurpose content whether it is on Twitter, Pinterest, or Instagram. Research different ones to find which will benefit your business the most. (Yael Kochman) 
  4. Lists are amazing, aren’t they? People love lists, which makes this program excellent to use for your repurposed content. Simply break your content down into a list format, update this program, and share with your audience. (Yael Kochman)

Full Reference List
Kevan Lee, Buffer |

CityRoom |

Wordstream |

Hubspot |, Larry Kim |

Brafton |

Salma Jafri, Search Engine Watch |

Arnie Kuenn, CMI |

Coschedule |

Outbrain |


The Ultimate State of Content Marketing In 2015

The Ultimate State of Content Marketing In 2015 – Infographic

Content is here to stay: no doubt about it. But how is content considered successful today, based on search engine ranking potential and real value-add to readers?

The Ultimate State of Content Marketing In 2015

We’ve gathered the top factors of successful content for 2015, based on over 15 top sources (including major content marketing studies) in one comprehensive infographic. Enjoy, and don’t forget to share and comment! (Transcript below the infographic of the content and resource links.)

The Ultimate State of Content Marketing In 2015
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Did You Know? Crucial Content Stats For 2015

  • 95% (9 out of 10) B2B marketers in North America use content marketing.
  • 60% of marketers use content marketing WEEKLY.
  • 41% of marketers confirm content marketing has a positive ROI (Stateofinboundmarketing)
  • 82% of prospects find relevant industry content most valuable (Marketo)
  • Engagement is the most frequently cited objective for content marketing by US B2B marketers. (Curata)
  • Content marketing is now defined as using/creating content that is not promotional but interesting or valuable in itself. (Emarketer)
  • Buyers are most likely to share blog posts more than any other content form. Next most likely shared content form: infographics. (DemandGenReport)
  • Whitepapers used to be one of the most popular content forms (in 2013); now, 95% of buyers prefer shorter content formats. (DemandGenReport)
  • In social media, buyers are more likely to be on LinkedIn & Twitter. (DemandGenReport)
  • Length matters: Blogs that are at least 2,500 words on a 10+ year old domain rank the best in Google. (serpIQ) Content at least 3,000 words gets 2x the amount of shares shorter posts do.

Six Key Factors of Content Success In 2015

What makes successful content tick? Let’s take a look.

1. Quality is the number one ranking factor.

Although authority and relevance win the rankings (Redevolution), quality is the number one ranking factor for web content (Neilpatel).

2. Useful content posted consistently will succeed.

The keyword is useful; if your readers gain something from reading, they will share and engage. Correct SEO copywriting is essential for websites.

3. A lot of time will be spent crafting perfect headlines.

Five times as many people read the headline as read the actual body copy. (David Ogilvy) (represent in a statistic?). This means when you write a headline, you spend 80c out of a dollar (also represent in a statistic possibly?)

Headline copy is one of the top 5 MOST impactful elements for lead generation. (MarketingSherpa)

4. Content auditing is the best way to monitor content quality.

Say goodbye to bad content: embarrassing content and outdated links won’t happen again if you maintain content auditing (Copyblogger).

Content auditing tools: a content expert’s human eye, time, SEMRush

5. Content curation is becoming mainstream.

Most marketers are now utilizing content curation as a key component of their content marketing strategy. 56% of marketers say that quality content is their greatest content marketing challenge. Curation is a top solution for this challenge. (Forbes/Curata)

Curation tools:, Quora, Curata, Storify,

6. Creativity will be in demand as content marketers strive to rise above.

Today, SEO copywriting isn’t finished when the content is well-written or even useful: the content must also excite the reader. The more creative the content, the more the engagement.

Storytelling will be in demand as a top engagement tool to connect audience to content. (BruceClay) Just remember: not everyone is a storyteller. (Wordstream)

Examples of awesome creativity in content: Basecamp’s, Redbull’s

Liked this infographic? Buy one, custom-made to your marketing needs, from us in our Content Shop today!


Statistics – Full Reference List

Marketing Sherpa l

Neil Patel l

Kapost l

Dev-Edge Internet Marketing l

Copyblogger l l

Redevolution l

Emarketer l

Content Marketing Institute l

Demand Gen Report l

Forbes l

State of Inbound 2014 Hubspot l

Curata l

serpIQ l

Bruce Clay, INC l

Wordstream l