Thursday, 1 May 2014

Content VS social media

... And the Winner is ...

The newest buzz word in the marketing industry is Content Marketing, the question it is posing is - will it replace social media? What do you think? Let a seasoned and talented Calgary Online Marketing agency explain ...

To answer this question we need to understand what content marketing and social media is, how it works, what it does and how it can be used as leverage.

So What is Content Marketing?

Content marketing is the use of words to educate, inform or entertain to create the attention that leads to buying. So it may be an article, video advert or internet event that creates a lead, a sale or people to advocate for your business. It is aimed at clients, customers and potential clients. The strength of content marketing is that it is structured. Content marketing is sleek, informative and well produced. Often the result of a planned and directed campaign, content marketing has many faces but always has the intent to persuade and inform.

How is Content Marketing different from Social media?

Social media is a great network for testimonials. Twitter, Pinterest, LinkedIn etc are all a vehicle for customers and potential customers to discuss your product and services and do your promotion for you. As a Calgary online marketing agency we use the right media for the right channel, for the right purpose, for the right customer - because it works. As a bi-product of active and effective social media you can reach out to your chosen demographic directly, tap into their thoughts and produce what they want, when they want it. This communication can result in leads, sales or advocacy, but is often less structured and conversational, and can be reactive too, as social media is increasingly used as a customer support channel.

The goals of content marketing are consumption, then behavior. The goals of social media are participation, then behavior. Knowing this will help you successfully use each individually, or for an explosive marketing campaign, combine them.

Social media is the new telephone. Content marketing is the new brochure.

Michael Brenner said, "Content marketing and storytelling are as old as human beings. We have always needed to find ways to convey important information in useful and entertaining ways. Social media is just the latest evolution in the way we can tell the stories. I think soon we will drop the “social” and go back to calling it plain old “media.”"

Will marketing budgets towards content-focused marketing initiatives potentially exceed those for social media marketing? It could well do. But with all media - you need to know HOW to use it. Would you buy a $6million thoroughbred to pull your plow? No, just as you wouldn't buy a tandem to use as a wedding car.

Content marketing uses words intelligently to persuade, inform and educate. Social media gives people an opportunity to network. Someone with a need to buy will use both to make an informed decision, so both have a use. What it boils down to is - what is the final deciding factor in making a buying choice? Information in your brochure or web site, or something they read on Facebook? Sometimes it's a toss up ....

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