Content Strategy Principles and Approaches

Chapter 4 of the Content Strategy Best Practice Guide

When developing a content strategy, marketers must understand and balance the needs of both the customer and the business. This chapter outlines key approaches and methods for success.

By Neil Perkin

14 minute read

For any content strategy to be successful, marketers must first understand the needs of the customer and the business. This chapter gives an overview of:

Omnichannel excellence: What a truly omnichannel experience looks like and how to achieve it.
Customer-centricity: Why taking a ‘customer-backwards’ approach is essential and how to successfully map customer journeys.
The role of data: How data can be used to help marketers communicate more effectively with customers at different stages of the journey.