What is content marketing about
- Publish content your audiences want
- Publish on a regular basis
- Publish content from a combination of named authors
- Cover a unique variety of topics that you have the authority to be an expert in
- Consider whether your content marketing will be more or less branded and “on domain” (the same as your company url) or off domain (a website you have to buy).
- Optimize your efforts on building subscribers
- Measure Content Marketing ROI based on your ability to reach, engage and convert new audiences for as little investment as possible and change your content marketing guidelines if needed
Content Marketing vs PR: 5 Differences
PR and content marketing are different, but they work hand-in-hand. Both create relevant content that will generate a positive image for the company, attract new customers, and create a strong brand image.
Content marketing
- the Content Marketing Institute defines content marketing as “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
- Content marketing is a digital tactic that is used to develop and distribute content.
- Content marketing does focus on building customer loyalty, but it’s also attempting to create an entirely new audience. By creating helpful content that ranks well in search engines, content marketing draws in a new audience that may not be familiar with the company.
- Content marketing does focus on building customer loyalty, but it’s also attempting to create an entirely new audience. By creating helpful content that ranks well in search engines, content marketing draws in a new audience that may not be familiar with the company.
PR
- According to the Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
- PR is about creating a positive image for an organization.
- PR is usually trying to reach the media and an organization’s existing customer base. They’re trying to build credibility with the organization’s existing audience.
Content Marketing vs Advertising
Content marketing
- about the conversation we have with our customers
Advertising
- about selling
- occasionally interrupting the content your audience actually wants
- is not something we typically want to read and share
- Advertising is how publishers monetize their traffic.