Think of your favorite lifetime memories. Now think of your favorite movies. Now your favorite songs. Last, your favorite television commercials.
What do they all have in common? They elicit a strong emotion. That emotion sticks in your memory and helps you recall, sometimes in vivid detail, what you felt when you experienced that the first time.
Treasure maps get all the glory. After all, without a treasure map, how else is the young adventurer supposed to find where that chest of doubloons is buried. X marks the spots, you know the drill. But what about the lowly shovel. Though never taking center stage in any story, the shovel is still a necessary part of the treasure gaining process. Without a shovel, how are you supposed to dig up the buried treasure? Without a shovel, a treasure map is essentially worthless.
Sure you know where the gold is buried, but without a shovel you have no way of getting to it.
Coincidentally, your content strategy is a lot like a treasure map. Obviously you aren’t going to find your content strategy stuffed inside an empty rum bottle; but like a treasure map, your content strategy does outline the steps you need to take to find true content success.
However, a content strategy will only take you so far. I’ve seen too many people create a content strategy and then assume that success is already theirs, “We’ve got our content strategy right here! The gold is ours!” A strategy is only part of the success equation, at some point you’re going to need to put down the map and start digging.