You can’t have a marketing strategy without content, and you can’t have a content strategy without a marketing plan.

That’s where many people go wrong.

I work on content strategies with many of my clients. Together, we create a plan of action outlining the areas that the content needs to touch on. Then, I create high-quality articles that are published on their website (and pushed out through their social media channels) to draw in traffic and increase their online visibility.

However, that greater visibility can only be cashed in on if there is a strong marketing strategy in place. 

Why do you need a content and marketing strategy?

Your marketing strategy is going to take into account your market – who they are, where they are, why they need your product or service.

It will also look at different ways to raise awareness of your products or services through printed and online literature. 

This could include fact sheets, case studies, white papers, brochures, and videos – in fact, anything that will bring your product or service to the attention of your potential clients.  

Then you have to think about how you can get this material in front of them. This could be through trade fairs and exhibitions, direct mail, email campaigns, social media campaigns, and other advertising channels. 

However, of course, you can’t have a marketing strategy without the content that drives it.

That’s why it’s important not to look at these two things in isolation – one feeds the other and visa versa. 

Plan your strategies to win

The chances are you’re not an expert marketer or content writer, so you’re going to need some help. 

You know you need a marketing expert, but you also need a professional writer. So do you opt for a marketer or copywriter? 

The answer is you go for both. You’re unlikely to find a marketer or a copywriter who is adept in both disciplines, which is why it makes better financial sense to find two experts who can work together. 

That way you get the best of both worlds; one person to drive your marketing plan and the other to create the professional content you need right across your business.

Together, they will take care of all your marketing needs. Moreover, that means you can get on with the stuff you do best – running your business.


What all this comes down to is delegating those tasks you know aren’t your strengths. 

Yes, it’s an additional cost, but wouldn’t you rather use the talents of professionals knowing they’re going to get it right? What’s the alternative – you guessing what should be done and hoping for the best? 

I know which option I prefer.

The future prosperity of your business depends on your marketing and content. Don’t take chances – call in the experts and let them help you take your business to a new level.  

Sally Ormond is a professional freelance copywriter whose content strategy and marketing knowledge will get your brand buzzing. Call her on +44(0)1449 779605.