Content Marketing and marketing content, it’s the same thing, right?
Wrong. First off, think of Content Marketing as a two-word title to an activity, like Bungee Jumping. You wouldn’t say “let’s go Bungee”, right? Content Marketing is a specific type of Marketing. Whereas Marketing Content uses the word Marketing as an adjective to describe a type of Content or Communication – it could also be Promotional Content or Accounting Content; and the word Content is just another word for communication or materials, such as print ads, data, print materials, posters, pens, yo-yo’s, etc.
So Advertising is…
Advertising is a great example of something that falls under Marketing Content, with things like print, radio, tv, billboards, etc. Anything that you pay for, and schedule to be placed and hosted by someone else. The job of advertising is to convince people that a product, service, or idea will solve their problems or satisfy their wants.
- purchase 6 weeks of ad space in the local paper
- purchase Google Adwords and develop an ad campaign
- put up billboards for 4 months around town where a new branch is opening
- purchase radio spots to announce a launch party for your new office or product
Then Content Marketing is…
Content Marketing, however, is information that you own. It is developed internally or curated, and you host and control the message yourself. Content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell. In other words, you’re educating people so that they know, like, and trust you enough to do business with you.
Content Marketing Examples:
- social media
- white papers
- research reports
- and more.
Like advertising, the goal of content marketing is to convince people that your product, service, or idea will solve their problems or satisfy their wants.
So how do you tackle Content Marketing?
Like anything else, you need a strategy. Think about what your goals are, what you already have on hand, and what you need to fill the gaps. You will use things like content calendars to help you organize the distribution of your content an yo will track your results so that you can measure the effectiveness.
Most often used by big brands with deep pockets for national exposure. Even on a local level, long term advertising campaigns can consume a vast portion of your marketing budget very quickly.
Typically you only focus on one aspect of your business at a time. Customers know right away that it’s all about the sale. But you are so much more than just one thing!
There is a limited window of exposure, once the campaign is over, the content is gone. Your audience won’t see those ads or billboards again or hear those radio spots. You can’t send them out again later.
While ads can create an image of your product or service – how great this lifestyle is using this product – it doesn’t allow for a direct conversation with your customers. You never hear their thoughts or feedback.
Since you focus on solving their problems, clients keep coming back for more information. You become a resource of trusted information, an authority. Only by publishing consistent, quality content can you keep consumers engaged.
You spend 90% of your time and resources developing educational content for your client base that establishes your expertise on your products and services; and only 10% on selling to them. This builds trust, relationships and authority – which does the selling for you!
You own it!
You create your own message, and publish to your audience. You can reuse and repurpose as often as you like.
As a consumer, you want to be heard. So do your clients. By opening this line of communication you can provide better service, quickly respond to concerns, and make faster adjustments to your products to meet the needs of your customers. Customers are more likely to provide positive reviews to businesses that make them feel heard.