This is a great thought piece. Thanks for putting it out there, Roland!
I agree that people and firms all too often consider their content marketing strategies to be static. And I agree that contemporary organizations need to protect a generous amount of leeway for agile experimentation when it comes to content marketing execution. But in my mind, these are principles that should inform a good strategy — not principles that render strategies useless.
There are too many benefits associated with formulating and documenting strategies. Among them:
- Forcing managers and team members to take a step back from the details and look at everything holistically
- Evaluating the relative ROI of many activities over larger chunks of time
- Getting team members and other stakeholders aligned on messaging, positioning, goals and priorities
- Canonizing processes that need to be replicated on the fly, when things get hectic
Drain the bathwater, but keep the baby.