Let's get this straight.
WHAT IS CONTENT MARKETING ANYWAYS?
Well, it's not copywriting for sure.
It's here to stay.
Content Marketing has been around for over a century, but it has only regained mainstream traction in the last decade. While all brands are talking about "storytelling" and "authenticity"; how many of them truly know what content marketing is?
According to Jacqueline Loch, executive vice president, customer innovation, SJC Content, said, "There's still a tendency for content marketing to be viewed as pretty pictures, snazzy videos, and storytelling."
So, what is content marketing, and what are the differences between a content strategy, content marketing, and a content marketing strategy?
Imagine the whole thing as a neighbourhood
This is your brand or your company.
Within your house, you have a distinct interior style (which is your tone and manner), your furniture (which are your content executions), and your house structure (which are your content pillars).
These are your distribution channels.
Roads allow people to get to your house, as well as to other houses.
This includes things like social media platforms, websites, podcasts, and more.
This is your funnel.
A map tells people how to get to your house instead of other houses. This includes your paid efforts such as advertisements and SERP, collaboration and influencer content, and organic methods such as SEO, hashtags, and more.
Content Marketing Strategy
The three of them together is what makes the magic...
The elements work hand in hand to bring in traffic. If they are not properly in place, whatever traffic comes by are likely to be bounced or are low-hanging fruits. That means they would have climbed a mountain to get to anyone’s house anyways because they are dying of thirst. There are only so many low-hanging fruits, and if your competitor is a block closer to them than you are, you don’t stand a chance in competing.
That's not it!
All of your traffic, or as my analogy states, your guests, who arrive at your house are different. It might be the first time for them to be here, or they might have become a regular visitor. To do content marketing right, these people should be fed different content to cater to their needs and drive their respective actions.
So, unless you have proper sets of content to greet your guests, which are created based on your content and content marketing strategy - content marketing on its own is just not enough.
Content Marketing is therefore an investment, not an expense.
Each piece of content you create is an asset that can continuously help you achieve business goals if they were executed with a comprehensive content strategy. This video here does an excellent job explaining the idea.
What is the difference between content, social media, and digital marketing?
To answer that, we must understand the difference between different types of marketing, including social media, digital, product marketing, and advertising.