Yes or no for content strategy?

You are not alone. I empathize with your confusion, as have many others.

The best way to judge a piece of content to establish whether it falls under Content Strategy or Content Marketing is to consider Prof. Lavine’s “golden rules”:

1. Content Strategy tells people what they want and need to know in ways that are credible, trustworthy and transparent.


2. Content strategy is crafted to help a target audience be better informed and smarter.


3. In contrast, Content Marketing is explicitly crafted to drive specific, profitable customer action.

Based on these rules,

• the MLUI site certainly meets requirement #1 — MLUI is a non-profit collaborating with all stakeholders to improve life for residents


• there is a wealth of information provided to help residents become better informed and smarter


• it is not crafted to drive specific, profitable customer action

So, there you have it. Excellent example Michelle (IMHO).