Before reading the next paragraph about content versus content marketing, you may want to take an extra drink of coffee.
We will begin with a brief geometry lesson, but I assure you that it will be gentle.
Squares are rectangles, but not all rectangles are squares. Similar to how content marketing is content, but not all content is content marketing, content marketing is content.
In the past, I have described informative content as dull and uninteresting, but these are merely labels.
Creating content that is purely informative will lead you to believe that content marketing is ineffective.
I am not Splitting Hairs
Both content and content marketing can serve your target audience, but content creation alone will have no direct effect on your business.
Content may provide someone with the necessary information, but it does not aid in forming a connection between a visitor and your website.
It may attract traffic, but traffic alone does not create a community.
Content marketing provides someone with what they require and a reason to stay.
Perhaps they’ll add a comment. Perhaps they subscribe to your website because they appreciate your perspective. Perhaps they share your content to demonstrate that your worldview is compatible with theirs.
The effects of content marketing are long-lasting. As you grow an audience that supports your offer, it attracts traffic, then leads, then prospects, and then customers.
Content Marketing is Better and Easier to Create.
If content marketing is more beneficial than content, it must be more challenging to produce, right?
I’m going to say No.
This is why.
Many individuals who already possess all of the necessary tools to write effective content for their enterprises are unable to do so because they are preoccupied with becoming a “expert.”
- Their obsession with covering a topic from every angle results in an irregular publication schedule.
- To avoid criticism, they aim for a tone that will appeal to everyone.
- They only compose lengthy, convoluted articles out of fear that shorter blog posts with concentrated points will appear insufficient and undermine their authority.
These three practises complicate the creation process and result in rigorously informative content.
If the objective is content marketing, the writer’s focus shifts to serving the intended audience.
- They wish to assist by publishing on a regular basis.
- They choose the prospects they wish to attract and accept that inconsequential criticism from the incorrect prospects is inevitable.
- They understand that their perspective is more significant than attempting to contend with an encyclopaedia entry.
You don’t need to know everything about your topic to get started with content marketing.
The audience you wish to consistently cultivate desires to hear your voice, not the same information they can find in content.
Let’s examine a composition example.
Bob Dylan composed “Everything Is Broken”
“Seem like every time you stop and turn around
Something else just hit the ground.
Broken cutters, broken saws,
Broken buckles, broken laws,
Broken bodies, broken bones,
Broken voices on broken phones,
Take a deep breath, feel like you’re chokin’,
Everything is broken.”
He did not continue by saying, “Well, I suppose not everything is broken. It is imperative that I emphasise this. Some favourable events are occurring for me. You likely have some positive developments as well. We’re probably all fine.”
This does not convey a firm position. It would be incapable of empathizing and connecting with a person who feels as though everything is shattered. Consequently, this melody would be easily forgotten.
5 Elements that Transform Content into Content Marketing
Now, content is an excellent starting point.
You must have something of value to share with your audience, so it is prudent to create a clear and comprehensive presentation.
And once you’ve woven memorable elements into your content, you’ve activated its marketing potential.
Whether you’re comparing content vs. content marketing because you’re just getting started or you’re reevaluating your editorial strategy, consider whether these five characteristics are part of your content marketing strategy:
- Perspective. Why are you interested in your topic?
- Values. Are your beliefs apparent?
- Significance. What is at risk?
- Community. How can one join your group?
- Offer. What is the concept, item, or service that you sell?
The art of content marketing transforms information that is readily available into a unique platform that enriches the lives of people over time.