Hi Pete, It’s not really intended as an overall strategy – but as a ‘how to do content marketing’. Whether or not to attach the word ‘strategy’ is perhaps debatable; I think it works with the word ‘content’ – I wouldn’t have called it ‘marketing strategy’; but I did call it ‘content strategy’.

Three of the principles within it are:

1. Getting the most out of pillar content (e.g. 20–50 pieces relating to each pillar)

2. Getting the most out of social networks (e.g. tailoring pieces across different social networks with paths to the pillar)

3. Listening to reactions and accounting for those reactions in further content that is produced