“Content marketing” is not a strategy because it doesn’t have an objective.

“We need to create content because everyone else is creating content” is not a sufficient motivational statement to help you make the real tactical decisions that will come when you begin to think about what kind of content you actually want to make.

Before you can create any kind of worthwhile content, you have to figure out why creating content is the best approach for your business in to begin with.

And here’s the key:

The best content strategy doesn’t start with why you should create content.
(Usually that just comes down to: “because I want more customers.”)

Rather, the best content strategy starts with why your customer should want to consume your content in the first place.

If you can figure that out, you’ll be more motivated to make the content, and customers will be more excited to engage with it.