STRATEGY CONTENT AND

PROCESS PERSPECTIVE &

MARKETING STRATEGY-
PERFORMANCE RELATIONSHIP
SUBMITTED TO : DR. SONALI BHANDARI JAIN
BY: KARTIK SAMAIYA
M.COM 2 ND SEMESTER
ROLL NO-901014
INTRODUCTION
1. Content Strategy provides a consistent plan that
increases the productivity of content creators and
producers.
2. Because it outlines just how content should be managed
from the beginning of a project to the end.
3. This is achieved through a process of creating goals,
analyzing and researching, determining how to create
and produce content, and testing the final products.
4. Content Strategy provides a road map for creators to
follow which helps them create more meaningful
content.
WHAT IS CONTENT STRATEGY?
Content Strategy is planning for the creation, delivery and governance or useful,
usable content.
 More simply put, content strategy is a plan that creates a structure for the
gathering, creating, producing, and editing of a message.

Content Strategy is not the actual process for creating content, but a focused
strategy that provides an outline for the creation of content.

This system streamlines the creation of messages by helping people establish a

routine that helps them focus more on creating the message rather than on how
they are going to create it.

The process all begins with the message. The message is conveyed through the
content that is produced, and it is very important to make sure those messages
are meaningful.

Content Strategy is not just for one-time messages. It is applied to
a project like a website or a business brand, which have
continuing content cycles.
 A basic content cycle consists of research, creation,
optimization, publication, promotion, and measurement.
Content Strategy is the plan created to manage this process. In
essence, it’s a plan that manages a plan.
 The structure of a Content Strategy helps to bring the focused
message to the forefront so creators and producers can always
have the end goal in mind during the creation and production
cycle.
IS CONTENT STRATEGY REALLY
IMPORTANT?
“Content must be expressly designed and developed so
as to address specific business objectives.”
Content Strategy is not just the creation of a robotic
plan that will spit out the required content with less
effort. A content strategy is created with the specific
goal of the content in mind.
Content Strategy provides the map to show how the
various forms of content produced will help achieve
the end objective or goal.
Content Strategy does require more time and resources
in the beginning, but it actually makes the content more
likely to succeed. The map that it provides ensures that the
message helps in getting to the end destination of the goal.

The more creators know about what they need to do and

where their content needs to go, the better they’re able to
execute that plan and achieve the end goal.
THE CONTENT STRATEGY MODEL
The following is a modified Content Strategy Model
that shows the basic steps that a content strategy
plans.
1. Goals
2. Analysis and Research
3. Media Tactics
4. Testing.
Goals : What do you want to say?

The first step in creating a content strategy is having a

specific goal in mind . What message do you want to
convey to your audience? The goals you define should
encompass the whole idea, brand, or company image
you want to convey.
They need to be specific and measurable. When
content is created and produced with those specific
goals in mind, the message of the content contributes
to achieving the overall goal.
Analysis and Research : Is your audience
listening?
 The second step in creating a content strategy is
assessing the current situation. What content already
exists and what does your audience know about it?
What strategies have been used in the past? You need
to be sure to understand where this past information
came from and how it was gathered.
For example, information could have come from
interviews with experts or research on how people
responded to the information they were presented
with.
Media tactics: How will you deliver your
message?
The main goal of Content Strategy is maintaining a focus for
the messages created by your business.
 The fourth step is determining how you will evaluate your
content. Once you have delivered your content to your
audience, how will you know that your audience is responding
to your messages? Will you analyze the daily views of a website
after you deliver your content? Or will you have direct user
feedback that tells you exactly what is and isn’t working in your
content?
 How is your audience responding? Is the response the result
you were looking for? If not , how can it be improved?
These are similar questions to the ones that should
be asked in the research portion of a content strategy.
Testing is an essential part of the model be cause it
provides research that can be used to edit and refine the
content you’ve already produced and the content you will
create in the future.
With a model in place as a guide, it is much easier to stay
focused when the creation of content is in full swing. That
model can also help determine how to manage the content
after it has been created.
The main goal of Content Strategy is maintaining a focus
for the messages created by your business
What is Strategic Perspective?

In business, your strategic perspective determines how

your company views and solves important issues.
Putting the word "strategic" before the word
"perspective" indicates a tactical, carefully formulated
approach.
But, if you discuss a market withdrawal from a
strategic perspective, you will consider the possibilities
in light of your predetermined business objectives. You
exercise an enlightened process, exploring how the
withdrawal affects your business's priorities.
Perspective Is Needed

Understanding the significance of a business's strategic

perspective invariably encourages business leaders to create a
stronger strategic perspective in hopes of making better decisions.
Carefully consider the past, present and future of your business
objectives. Once senior management clearly envisions its goals
and objectives, it makes better decisions in all area setter
decisions.
This can be applied to many aspects of decision making. But,
staying with the marketing example for now, establishing clear
goals allows effective, profitable marketing decisions -- for
developing a branding strategy, generating growth and other key
issues. All decisions are viewed within the perspective of your
most important goals.
The Strategic Thinking Process

A strategic perspective, formulated by strategic thinkers,

puts information into its proper context so it resonates with
insight that is relevant to the business's objectives. With the
proper perspectives, business analysis results in sometimes-
powerful conclusions.

Because a business often has many goals and objectives,

thinking from a strategic perspective takes all the goals into
account, meaning the strategic thinker must consider
multiple perspectives. He must juggle objectives of all sorts
-- not just a single, overriding objective.
Perspective

Visualize a square drawn on a piece of paper. If an artist

added a few more strokes to the page, the square becomes
a cube.
 Suddenly, it has depth, height and width as viewed from
a certain vantage point. As a business makes decisions, it
has to do more than crunch numbers.
Strategic perspectives view a challenge in such a way that
succeeds in reaching business goals. Viewing business
challenges from multiple perspectives allows the decision
maker choices in light of the way each optional solution
relates to the next when viewed side-by-side -- like two-
dimensional cubes.
Digital Intelligence Perspective

As the Business Centre website states, the way we

gather information about our business and its
competitors today has moved to digitally interactive,
customer-driven sources such as social media.
Business Centre predicts that with customer input
from social media, the business's customers will
increasingly drive business decision making. A wise
business today will not ignore customers with such a
public platform. Therefore, one strategic perspective
for many businesses is the digital intelligence
perspective.
MARKETING STRATEGY-PERFORMANCE
RELATIONSHIP
The relationship between marketing strategy and performance has
been well documented in the domestic marketing context.
However, empirical work in the context of export marketing has
been fragmented. The authors investigate the marketing strategy-
performance relationship in the context of export ventures.
The study differs from previous export marketing studies in that
(1) a comprehensive set of potential determinants of export market
performance is considered;
(2) The unit of analysis is the individual product-market export
venture, rather than the firm or a business division; and
(3) The analysis is based on in-depth personal interviews.
The authors propose a conceptual framework of export
marketing strategy and performance and test it by path
analysis.
The results support the contention that export marketing
strategy, firm's international competence, and managerial
commitment are the key determinants of export
performance.
 Export marketing strategy is influenced by internal (firm
and product characteristics) and external factors (industry
and export market characteristics).
 They then discuss implications for management and
further research.
THE END
THANK YOU