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"Content strategy" is one of the most commonly used terms in the inbound world, and for good freakin' reason — much like America (and your pal, George!) runs on Dunkin', inbound runs on content. In fact, one might say there is no inbound without content at all. 

Content is how you attract, engage, and delight customers.

Content is how you establish your company as the leading authority in what you do or sell.

Content is how you enable your sales team to close deals faster.

Content is how you communicate your brand's story to the world.

Content is everything. 

And yet, the question "What is content strategy?" is one that strikes fear into the hearts of many a content marketer, business leader, and sales pro.

🚨 Register now: 2023 SEO Content Strategy Masterclass (limited seats)

Why? Because the answer you get to that question depends largely on who you ask, and there's a ton of disagreement in the inbound and HubSpot communities about what a content strategy looks like. 

For example, an experienced content marketer might think their robust editorial calendar is their content strategy ... until one day, after a few months of publishing what they thought was results-driving content, their boss leans into their office and says, "Hey, can you send over the content strategy for what we're publishing? Not the content calendar, we already have that."

🔎 Related HubSpot education:

• What is great content? (HubHeroes, Ep. 2)
• The last SEO content strategy guide you'll ever need
• What is a topic cluster? (definition + examples)

Some might even admit they're unclear on what a content strategy really is or what form it should take but, "I know it when I see it!" isn't an acceptable answer either.

And don't get us started on the confusion around topic clusters and pillar pages ...

Wait, actually DO get us started. That's the whole point of why we chose this week's episode topic. As we all look ahead to 2023, understand what a content strategy is today — as well as what it really takes to pull one together — Liz and I are here to set the record straight on what a content strategy is and isn't, and the most common mistakes you're making that are costing you big-time when it comes to content ROI.

Also, consider yourself warned ... Liz and I brought a lot of hot takes to the HubHeroes recording studio this week. 

HERE'S WHAT WE COVER IN THIS EPISODE ...

• What isn't a content strategy? Because the amount of misinformation out there is astounding.
• How the answer to "what is a content strategy?" has changed in the past decade.
• What is the purpose of a content strategy? And what do most people get wrong about what content is supposed to do for their organizations?
• How Google and other search engines have radically changed how you should be developing your content strategies.
• Liz gets heated about "brand awareness" content.
• A brief primer on topic clusters and pillar pages, as well as why they exist.

And so, so, so much more. Seriously, this episode is straight fire, start to finish.

YOUR ONE THING FROM THIS EPISODE

If you're a growth-focused marketer or business leader who needs to get big results (and make big changes from a content strategy standpoint) in 2023, you need to sign up for the SEO Content Strategy Masterclass, which starts in January. Period.

Otherwise, get very clear on the purpose for your content strategy, as well as what goals you're looking to achieve with it. And if someone asks you for a content strategy document outside of what you provided, take a long hard look at your current documentation — and the process you used to get there — because you've got big gaps, my friend. 

RESOURCES FOR THIS EPISODE

• Content strategy scoping questions list (47-ish total)
• Pillar page strategy mistakes that are costing you (+ examples)
• What does great content actually look like? (HubHeroes, Ep. 2)