Having heard a new term is becoming a daily routine. It’s even more complex for marketers!
Among all, Content Marketing & Inbound Marketing have been here for a long time. But are we really aware of their meaning and influence?
I thought my answer would be yes, but I was wrong 🙂
Content Marketing & Inbound Marketing have their fair share of similarities and differences. They are also in some ways complementary but they are not the same!
What is Content Marketing?
To begin, Content Marketing Institute defines Content Marketing as such:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”
In simple words, content marketing is the act of using content – any kind and in any form of distribution- with the aim to reach your marketing objectives. The most important point to consider here is that your content should be valuable, consistent and relevant to your target audience.
And how about Inbound Marketing?
Inbound marketing can be expressed as the approach to get found online through search engines and on sites like Facebook, YouTube, Twitter, and others according to David Meerman Scott, as published in the book Inbound Marketing.
In other words, Inbound Marketing is a form of Content Marketing customized for new digital marketing era, but it will not be sufficient alone. In order to perform successful inbound marketing, we would need content in the first place.
With the recent rush of digitization, it’s no surprise that we tend to forget the traditional marketing. Although it would not be as effective as it was before, we should remember there is a real world out there. Sometimes offering a tangible piece of content such as a print would go a long way.