Why smart creatives want strategy first
- Marc da Motta
- Apr 17, 2025
- 3 min read
Strategy is the thread that holds the story together
Look, I’m not going to pull any punches here. A lot of people think they understand content strategy, even if they’re only working adjacent to it. Folks tend to think content strategy means filling in a content calendar. Plug in some blog titles, call it a plan.
But that’s not the case. Strategy—when done right—is baked into every piece of content you create. From the first idea to final CTA.
I’m not here to bash creative flash. On the contrary, a good content strategy is worthless if not paired with attention-grabbing creative. But one leads the other. Strategy is the what; creative is the how.
The common trap:
“We have a content calendar. Isn’t that strategy?”
This is where I’ve seen marketing teams get tripped up.
They build out a quarterly content calendar, plug in blog titles, assign deadlines, and call it a day. And while it may feel like you’re following a plan and that everybody’s being productive, the truth is there’s something missing: the why behind the work.
A content calendar tells you what you’re publishing and when.
A content strategy tells you why it matters and what it’s meant to do.
Without that extra thought, all you’ve got is a schedule—not a strategy.
The result: You might end up publishing blog posts that sound fine on their own, but don’t ladder up to a shared narrative. Or you’ll create content that doesn’t actually help move your audience toward a decision—it just fills space.
Strategy means knowing:
Who you’re speaking to
What you want them to think, feel, or do
How this piece moves them (and the business) forward
Without strategy, content becomes disconnected. Each asset might look good, but together they say nothing. Content strategy isn’t a schedule. It’s the glue that holds your message, your audience, and your goals together.
Strategy—It’s in the details
Strategy doesn’t stop once the content plan is approved. It shapes every asset.
It tells you how much brand vs. product messaging to use. What tone will land. What CTA makes sense for where the reader is in the customer journey.
It’s not just “make a webinar.” It’s “make a webinar that solves this pain point, for this audience, with this follow-up in place.”
That’s where content starts to work as a system—not just a pile of assets.
When strategy isn’t “creative” enough
I once interviewed for a content strategy role where I was told the focus would be strategy, not production. So, I did exactly that—I built a clear, structured plan. Mapped the journey. Chose formats based on intent. Aligned messaging to business goals.
Afterward, I was told my work was “too formulaic.” Other candidates had brought “fresher ideas.”
My interpretation? They wanted flash over foundation. Or, at the very least, they wanted the flash built into the strategy at the offset. Maybe I should’ve showcased the shiny bits too. But I’d argue that bold creative is a given—and I was asked to deliver the strategy.
Either way, here’s my concern: creative work only lands when it’s backed by strategy. Without that, you’re just making noise.
What they saw as formulaic was a blueprint. Strategy isn’t the opposite of creativity—it’s what gives creativity direction and purpose. It’s what gives us the safeguards to create amazing stories that not only resonate with audiences but also drives them to action.
Content that doesn’t drive action is wasted dollars.
So, what does a Content Strategist really do?
A good content strategist isn’t just a planner—they’re a translator.
They connect business goals to audience needs. They align creative ideas with real buyer behavior. They make sure every asset, no matter how small, fits into a bigger picture.
And they don’t stop at the brief. They guide messaging, help prioritize formats, and make sure distribution isn’t an afterthought.
In short: they make content work harder.
If you're hiring for content strategy, don't just look for flashy ideas. Look for someone who knows how to make all the moving parts pull in the same direction.
Closing thoughts
Strategy isn’t there to limit creativity—it’s what unlocks it.
When your team has clarity on the audience, the message, and the goal, they’re free to focus on craft, not guesswork. The creative gets bolder. The ideas get sharper. And the content does what it’s meant to do.
The best content marketing doesn’t choose between strategy and creativity.
It blends both—seamlessly.
That’s how you stop publishing content… and start building momentum.
Great content starts with strategy. Reach out if you’re looking for a partner who can help you build both.
Great insight from someone who clearly understands marketing content.