We’ve been talking about blogging for years but now there’s a whole buzz around content marketing. But what is content marketing and how is it different from blogging?
While writing regular blogs helps to give your company personality, content marketing is a whole strategy using a range of online channels to establish you as a trusted brand with the goal of attracting more customers.
BLOGGING VS CONTENT MARKETING
So, let’s first take a look at the benefits of the blog.
As a business owner you might be wondering whether blogging is worth your time and effort. Well, it almost certainly is. Blogging is a very cheap and effective PR and marketing tool. If you’re frequently writing blogs that are written in an engaging way then you’re almost certainly helping your SEO and pushing your business higher up the rankings on Google.
Blogs help to give your company personality, showing potential customers that you’re much more than a faceless business. Interesting, well-written blogs will help to draw people to your website. Blogging is also a fantastic opportunity to establish you as a thought leader within your industry field. It doesn’t matter how large or small your business is, blogging provides opportunities for all to become the ‘go to’ site for useful and helpful information.
It’s a great way to create a buzz around your business and spread your message far and wide. Don’t forget, every time you post a blog the reader can share it with their own contacts via email or social media.
If you’re regularly writing blogs then it’s a really good idea to go a step further and create your content marketing strategy.
According to Demand Metric, content marketing generates a huge three times as many leads as outbound marketing – and even costs 62% less.
Content marketing is the umbrella that blogs sit under. Your content marketing strategy might also encompass video on platforms such as YouTube, social media posts on sites such as Facebook, LinkedIn, Instagram and Twitter, eBooks and newsletters.
Content marketing is a mature way of doing things. It’s not about shouting from the rooftops: “Buy my product! It’s the best!” rather it is centred on providing help and advice about a particular product or issue. It’s giving people the answers to the questions they type into Google or other search engines – “How do I make the perfect Yorkshire Puddings”, or, “When is the best time to plant daffodil bulbs?” for example.
Well-written, journalistic style articles and videos closely aligned with what your business does are used by the savvy content marketer. The tone should be presented in an independent manner rather than biased towards a particular product. It’s about educating people without ever resorting to the big, direct sell, so that people trust you and want to do business with you.
So, blogging vs content marketing – what’s the difference? Blogs are an important and effective tool for building the personality of your brand, which when used as part of an overarching content marketing strategy can be of huge benefit to your business and, ultimately, your profit.