The Difference Between Content and Content Marketing

Not a day goes by that some marketer somewhere around the world doesn’t try to figure this out. Here’s the answer. Some experts say that content is any word, image, or pixel that can be engaged with by another human being. In the context of this book, content is compelling content that informs, engages, or amuses.

What makes content marketing different from simple content is that content marketing must do something for the business. It must inform, engage, or amuse with the objective of driving profitable customer action.

Your content may engage or inform, but if it’s not accomplishing your business goals (for example, customer retention or lead generation), it’s not content marketing. The content you create must work directly to attract and/or retain customers in some way.

CONTENT MARKETING NEXT

According to the  Roper Public Affairs, 80 percent of buyers prefer to get company information in a series of articles versus an advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, and 60 percent say that company content helps them make better product decisions.

Think of this: What if your customers looked forward to receiving your marketing? What would it be like if, when they received it via print, e-mail, website, social media, or mobile device, they spent 15, 30, or 45 minutes with it? What if you actually sold more by marketing your products and services less? Yes, you really can create marketing that is anticipated and truly makes a connection! You can develop and execute “sales” messages that are needed, even requested, by your customers. Content marketing is a far cry from the interruption marketing we are bombarded with every minute of every day. Content marketing is about marketing for the present and the future