(it might be a trick question)
What is the most important task of a blogger? How about the most important task of a content marketer?
Would you say “blogging” and “creating content” respectively? What if I told you it was actually neither? Sure, blogging is an important part of being a blogger and creating content is an important part of being a content marketer, but neither one is the most important task. The most important task of a blogger or a content marketer is… drum roll please… marketing! See, I told you it might be a trick question.
Even though deep down we know that marketing is the most important part of being a marketer (it is built right into the name) we often get so caught up creating content that we forget our primary job is to market a business. It doesn’t matter if you are creating content for a multi-million dollar enterprise or for your own homespun blog, if your are looking to turn a profit than your primary job is to market that business.
So is blogging a type of content marketing? Yes, but it’s not just a type of content marketing, it can be the most important pillar of your content marketing strategy. But blogging and content marketing are not the same thing and each offer audiences something totally unique. Blogging helps tell your story and provides valuable content that shows customers you care. Content marketing, on the other hand, provides useful content that speaks to customers at different stages with the end goal of acquiring loyal customers. Let’s take a look at each individually.
Blogging allows brands and business to create engaging content that connects with their audience on a personal level. It’s a type of inbound marketing that brings customers to the brand’s website, earns their attention and gains their trust through valuable and useful content.
Blogging gives brands and businesses control over the story being told. It gives them the opportunity to resonate with people beyond the tangible – the features and functionality of a product or service – to create a deep and emotional connection with their audience. It also allows brands to control the story their customers are telling through customer reviews, client interviews or consumer profiles.
From a digital standpoint, blogging allows you to create fresh content on a regular schedule that gives people a reason to come back to your site again and again. Writing about relevant topics gives you control over your linking strategies (affiliates, partnerships, etc.) which, when combined with ever changing content can be a tremendous boost to your SEO standings.
On the other hand, content marketing is not a singular strategy, but the culmination of all your strategies. Content marketing happens on a large scale, across multiple channels in a very integrated way.
Content marketing can take many forms. An eBook, an inforgraph, a printable, a video, a newsletter, a blog post, even an app are all forms of content marketing. These resources offer your audience something they can use, while simultaneously reinforcing your brand, building trust and turning consumers into customers. Typically, this type of content doesn’t directly promote the product or services being sold, but seeks to support what’s being sold through entertainment or education.
It is an ongoing process of creating and distributing valuable, consistent content that influences your audience and ultimately drives them to action. And it does this through communication without selling.
While blogging may be a form of content marketing, they aren’t the same thing. Blogging is about telling your story and showcasing your brand’s unique personality and position. Content marketing is about creating demand through useful information that focuses on the audience.
So are you a blogger or a content marketer?
If you want to run a successful marketing campaign, you should be neither and you should be both. I know that sounds a bit confusing, but hang with me a moment. First and foremost, be a marketer.Be a blogger. Be a content creator. Be the awesome marketer that you really are! Click To Tweet
Then put on your content marketing hat to create a strategic and comprehensive content strategy that will help you build a success business. Connect with customers at various touch points, such as social networks and media channels. By increasing your reach beyond your own blog, you’ll have more opportunities to build trust among your audience and establish credibility for your brand.
Finally, when it comes time to create that stellar content, be a blogger. Put pen to paper (or fingers to keyboard) and produce meaningful content that adds value to your customer’s world. By blogging regularly, you can create new leads, amp up your SEO, have instant content to market with and connect with your customers.
Have a question or looking for some ways to make your content work for you? Send me a message and let’s chat about it!