Why Travel Brands Need To Go Deeper On Content Strategy
Photo Caption: Marriott associates work together in the live studio. Mariott
Skift Take
While the term “content strategy” means different things to different organizations one thing is certain: brands need to be thinking beyond surface level content creation and marketing and dive deeper into the overarching strategy guiding these efforts.
No matter the organization, there is a rising focus on content strategy as a key building block in marketing and business development.
Still in its early days, the emerging practice exists in a suspended gray area, with no singularly agreed upon definition.
For some, content strategy refers to purely creation or distribution of things like articles, video, and email communications. Developers may view it as the hierarchy for site builds. Agencies sees it as content creation. And marketing teams see it as the distribution and measurements of campaigns. For media brands with content studios, it may be a catchall for all the above.
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