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Destination Is The Difference Between Content and Content Marketing

April 18, 2016 7:22 am

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Destination Is The Difference Between Content and Content Marketing

What Is the Difference Between Content and Content Marketing?

destinationWhat Is the Difference Between Content and Content Marketing?What Is the Difference Between Content and Content Marketing?For purposes of content marketing, destination refers to the point  at which potential clients decide to choose us instead of the competition.

By way of clarification, content marketing is about distributing helpful, client friendly content  to encourage potentially ideal clients to hire us to help in them with specific issues or challenges.  Thus, the ultimate goal–or destination–of content marketing is the decision to hire us..not some one else.

The issue of destination important because it is the distinguishing feature between content and content marketing.

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 content, sales content, customer-service content, event content, employee-generated content, marketing 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.

The problem with content

Most marketing teams are focused on creating content that supports the brand or its products. We create this content mainly because someone asked us to. Not because it meets a customer need.

The problem with content is the same as the problem with campaigns. The average half-life of content on Twitter is less than three hours. On Facebook, five hours will give you 75% of all the views you will get. An average article reaches just about everyone it’s going to reach in 37 days.

Thanks to social media, our attention spans are now around 8 seconds. That’s 4 seconds less than a goldfish.

Like content, campaigns run for a short period and then they die. And if you’re like most organizations, 60 to 70% of the content your company creates goes unused.

The problem with most content is that it is created for the boss. It isn’t created for the audience you are trying to reach, engage, and convert. So stop creating content that sells. Stop creating content no one will ever see. Stop creating campaigns that have a short shelf life.

Stop creating content. Create a content brand.

Promise of a content brand

Many people easily confuse content with content marketing. Content marketing is a strategic solution to a strategic problem. To reach, engage, and convert new customers for your business, you have to create content people actually want.

Many people easily confuse content with content marketing. Content marketing is a strategic solution to a strategic problem. To reach, engage, and convert new customers for your business, you have to create content people actually want.

And you need to attract them to a content marketing destination. According to author and speaker Andrew Davis, “developing a content brand takes an audience-first approach to business storytelling that builds a loyal audience.”

The difference is the destination