Placing authored columns on media resources can be part of a content strategy, but your content strategy should not consist only of columns on third-party sites. To attract an audience, you need your own source of information: a blog, a separate website, a YouTube channel. You don’t live in a hotel all the time if you have a house, do you?

Exactly in the middle between what your company offers and what your audience wants.
Diverse and useful content acts like a navigator, leading the audience from all over the Internet to your site. But content alone will not turn a random visitor into a loyal customer.
Before a person decides whether to buy from you or not, they will try to find answers to their questions. They will not call you on your personal number to have you tell them why they should cooperate with you. They will look for the necessary information in the content that you, we hope, are already creating.
That’s why between what the customer wants and what your brand offers, there should not be a ringing silence, but a singing field of interesting and diverse content (videos, expert advice, explanatory infographics). Content is the link between you and your numerous customers, whom you will never see face to face.

It’s worth starting with the fact that a content marketing strategy is not the same as a content strategy. Robert Rose of the Content Marketing Institute explains in his post that when creating a content marketing strategy, we use a marker and broad strokes, while a content strategy is already fine pens and small print. Michael Brenner explains that to create a content marketing strategy, it is necessary to think and act like a publisher, provide content that the audience wants, and manage content as a company asset.