Content Is NOT the Same as Content Marketing

By MICHAEL BRENNER

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An e-book, a webinar, and a white paper are not content marketing. Ads are not content marketing. Social media posts are not content marketing. Marketing with content is not the same thing as content marketing.

But what is the difference between content and content marketing? The answer is the publisher-like destination and the regular frequency of quality content that you use to attract and build an audience. You don’t own the audience on social platforms. And one e-book is not consistent enough to build the trust that audiences today are expecting.

Content marketing is about attracting an audience to an experience (or “destination”) that you own, build, and optimize to achieve your marketing objectives.

Content is everywhere. There’s product contentsales contentcustomer service contentevent contentemployee-generated contentmarketing and campaign content. Even advertising is content.

With content marketing you are attracting an audience to a brand-owned destination versus interrupting or buying an audience on someone else’s platform.