What is the difference between content and content marketing? Why do many confuse them? As Jack the Ripper would say … Let’s go in parts! Definitions Content marketing is about drawing an audience to an experience (or “destination”) that you own, build, and optimize to achieve your marketing goals. It is usually your site or your blog. NOT your Facebook. (Never build your house on rented land). Estonia Phone Number List The content is everywhere. There is product content, sales content, customer service content, event content, employee-generated content, marketing content, and campaigns. Even advertising is content. That is why confusion is brutal. But making content is NOT doing content marketing . Content marketing is very different from simple content development and posting. Content marketing is the creation of CONSTANT content, in CONSISTENT format and quality, to attract a SPECIFIC AUDIENCE, in order to convert them into a frequent visitor, a subscriber, a lead and finally, a recommender of your brand. As you will see, posting a video on Facebook is not content marketing; neither does making an infographic or writing one or two articles per month. While these actions can help, they by themselves are not.
Basically that’s the difference between content and content marketing… Ah! So you want examples …Content Marketing Examples The Red Bull Newsletter , developed for sports lovers is content marketing. American Express’s Open Forum , created to attract small and medium business entrepreneurs, is too. HubSpot is another prime example. They sell software for inbound marketing. Our friends at Doppler , focused on digital issues, and especially email marketing, still do content marketing. ExpokNews , developed to attract audiences interested in social responsibility (and our client), is also content marketing.And Casper’s Van Winkle, created to explain everything related to sleep, is also… What do they sell? Mattresses and pillows!
All these sites and even this one where you read now, are examples of content marketing; They are all owned by brands, but they look and act like publisher-supervised magazines… they even look like mainstream media… but they aren’t, as in different ways they boost the commercial value of the brands that own them. That is the big difference between content and content marketing. Few understand the difference between content and content marketing We talk to people every day about content marketing, Estonia Phone List and the truth is, the concept of having a content destination as a marketing tool, owned by a brand, is not understood or is lost too often. Most marketing teams are focused on creating content that supports the brand or its products … but they do not make content continuous or focused on the needs of their audience. Most marketers create content primarily to satisfy the brand. Not to satisfy a customer need.