Several small organisations have asked via the HELP page to clarify the difference between a blog and content marketing. They are confused about the apparent overlap.
Well I can start by saying that while all blogs can be said to be content marketing, content marketing is in fact a whole lot more than blogging.
Blogging is just one element; people may think “Great, my blogs written all I need do now is share it and that’s it!”
The Content Marketing Institute defines it as
“A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action
In practical terms that means that content marketing needs to include the following amongst others, factsheets, how-to advice, video, slideshow, Pinterest and Instagram, audio, eBooks, reports, project information etc. in addition to Facebook, Tweets and your Blog.
So remember that Content Marketing is about content and one way you can share that content is via blogging.
Next time I’ll talk about what that content should be.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.