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Let's get this straight.

WHAT IS CONTENT MARKETING ANYWAYS?

It's so much more than content creation.

Learn more

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? 

Also, how many of them understand the difference between a content strategy, content marketing, and a content marketing strategy?

Content Strategy

Content Marketing

Imagine the whole thing as a neighbourhood

Your house

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).

Roads

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. 

Map

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

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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.

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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.

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What is the difference between content, social media, and digital marketing strategy?

A content strategy is a guiding principle for the content you create. It identifies the common grounds between what your brand can offer and what your target audience actually wants. It is an overarching strategy that identifies your content pillars (open-ended topics), content formats (word, video, graphics, etc), and most importantly, your content's objective (what are these content trying to achieve and how do we measure their success). A content strategy is not focused or restricted by a single or a collection of distribution channels. The content it illustrates can be posted online, printed offline, or further built into webinars and events. In short, a content strategy tells you what content your brand should create.

 

A social media strategy is the guiding principle for how content should appear on the selected social media platform with regards to competitors' performance and the platform's best practices. It covers the tools (Live on Facebook or Reels on Instagram), the details in execution (hashtags, visual selection, etc), and anything that can help propel the performance of your content specific to the platform. A social media strategy can suggest the types of content to produce, but are based predominantly on what is already out in the market, not what your unique branding indicates.

 

A digital marketing strategy is a guiding principle on how content should be distributed across different channels in the online world. It should entail the customer journey across various stages in the marketing funnel. The strategy outlines the platforms and the route the audience may take and implement tactics for that to happen. Tactics may include different CTAs (downloads, subscriptions, clicks, etc), paid efforts (retargeting or social media ads), and owned channel creations (landing pages, websites, etc). In short, a digital marketing strategy should outline the route of which the audience takes and what content points they will reach as per the stages in the marketing funnel.

Here's a handy tool to see if that's the case:

Think your content is already cutting through the noise?