A01 chaf6542 06 se fm indd

  Content  marketing 

strategy 

  Selecting,  sourcing, 

scheduling and 

encouraging sharing of 

the most relevant types 

of content to meet your 

business goals. 

 Halvorson  (2010) 

describes how these 

content marketing 

activities can be 

managed. It can be 

seen that managing the 

creation of quality content 

is part of a broader 

customer  engagement.   

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Part 3  Implementation

Box 12.3

Logitech appoint a content strategist

Computer peripheral provider Logitech advertised for a content strategist. This job 

description for a content strategist in a large company helps show us the key aspects 

of content strategy. These requirements summarise the essence of a sound content 

strategy:

● 

Senior management must understand the importance of content strategy to invest 

in   good-  quality  resources  with   high-  profile  roles.

● 

Content must be of exceptional quality to be most effective – the job description 

says: ‘useful, compelling and meaningful’.

● 

Involves a strategy for syndication – not limited to company’s own site.

● 

Blends improving customer experience, customer engagement and SEO.

● 

Requires an editorial calendar to manage creation of content.

● 

Content quality improved through a continuous process applying analytics and 

customer satisfaction.

● 

Integrates copywriting, web platform design and implementation, marketing com-

munications, PR and SEO resources or teams.

● 

Supports goals and essence of company brand.