It’s easy to get blogging and content marketing mixed up. They’re the same thing, aren’t they? Wrong. What they share is being valuable assets for your business, but they are different. Content marketing is a much broader brush-stroke with which to present your brand. They are often confused because they may both be seen as mere content for websites. This may be true for blogging, but content marketing goes much deeper and it is far more important to get it right. An irrelevant blog is far less damaging than an irrelevant content strategy. Understanding the differing levels of importance and how they both function is essential to making sure you get the most out of your marketing operation.
Blogging
Engaging, moving, opening a door to allow your customer in – these are all-important in marketing. And a blog can do all of these. Blogging is the act of regularly updating a web page or website with articles designed to inform and grab the reader’s attention. Sometimes, blogs are undervalued, viewed as casual and surplus material. There are of course all kinds of blogs – from political to private – that people use to display their personal interests and thoughts. For businesses a blog is so much more. It’s an accessible way of connecting with your target audience and learning more about them. How consumers share or comment on your blog means you can analyse their reaction and understand how you come across. HubSpot describe blogs as “more like a two-way conversation than the rest of your website.” The blog space is where you find out more about your customer and where they find out more about you. It’s a chance to show off your brand’s personality in a more informal medium.
Blogs are very useful – when used correctly. They can add real value to your website, but only if they fit into the bigger picture. Remember, blogging is just one piece of the content marketing puzzle. It’s important that you make it part of the whole. Blog content must be relevant and in sync with the rest of your output. If it does this effectively, then it’s a rich asset. If it doesn’t then it adds nothing and your marketing strategy can appear slightly haphazard.
Content Marketing
The major operation is content marketing. If blogging is a brief insight into how your business sees things, then content marketing drives this vision across all digital platforms. The Content Marketing Institute defines it as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.” One thing that distinguishes content marketing from blogging is the level of strategy and research that goes into it. Its role is to maximise all the tools in its box: blogs; podcasts; social media; video content and white papers. Making sure these all interlock and convey the same message is possible through an in-depth understanding of your customer’s personality. Do they meet the needs of the perfect buyer of your product? Content marketing is the art of tailoring all content for this ideal customer.
Right now, it’s the best way of getting your business out there. Consumers no longer appreciate in-your-face advertising, and would much rather be in control of how they see your brand. Content marketing is all about adding value, by putting the customer at the heart of the campaign. As with blogging, it’s a way of building relationships with the customer – not just getting them to buy something. Ellie Mirman from HubSpot makes a good point: ‘Buyers naturally distrust anyone trying to sell them something. They don’t want to be treated like just a potential sale, so don’t “market to” them, “communicate with” them.’ In terms of getting people to engage with your business, content marketing is the future.
Getting the Most out of Content Marketing
Mixing up content marketing and blogging happens. Hopefully this has cleared things up. Blogging is a great tool, but only if it fits in with everything else. Blog-heavy content detracts from the original purpose – to provide a succinct, engaging, regular and conversational insight. A blog is most effective when used alongside other types of content, and shouldn’t be the poster of your marketing campaign.
Content marketing paves the way for sales, without being intrusive. Instead, it should be inclusive and inviting, making the customer feel at ease with your business. In the current climate, content marketing will be more important than ever, as people want understanding, authentic and empathetic methods. If you need help changing your content marketing approach, or have any questions on the above points then contact us at Mint Content today!
