Blogging and content marketing – when compared many people will think they’re one and the same because aren’t they both just about creating content for a website? While in a sense that may be true, blogging only scratches the surface of content creation. Content marketing goes much deeper than this and should drive all of your digital marketing efforts so that you’re delivering content that is not only well-thought-out, but valuable to your audience.
In this blog, we delve into the differences between blogging and content marketing so you can get an understanding of how they work with each other, and how they fit into your marketing strategy.
Originating in the mid-90s, the first blog to be created is widely considered to be links.net – a website created by college student Justin Hall where he could share web links and photos he found interesting.¹ Fun fact; if you google links.net you’ll find that the site is still active!
From then on many other blogs started to appear and as websites like WordPress and TypePad were created, the popularity of blogging grew. Nowadays blogging is still a popular medium for many people to publish their content, whether it be personal or professional – but what exactly is blogging?
HubSpot defines a blog as:
A section of your business's website but, unlike the rest of your website, you need to update the blog section frequently by adding new posts. Additionally, your blog is a tool that allows you to engage more with an audience, either by analysing how many readers share your blog posts on social or by allowing readers to comment on your individual posts. In this way, a blog is more like a two-way conversation than the rest of your website. However, a blog can also be an entire website, and often is, if the blog is for personal use alone – for instance, a travel blog.²
A blog or ‘blogging’ is a great way to connect more with your target audience and provide them with the information they’re searching for whether that be in answer to a question they have, or additional information on their topic of interest.
sticky_notesContent marketing has been around since the mid-80s with the launch of John Deere’s agricultural specific magazine ‘The Furrow’ – you can read more about this here. Since then many brands and businesses alike have gotten on board with content marketing and see the value that it delivers to their marketing strategies.
What is content marketing?
Content marketing is the creation and sharing of images, videos, blogs that are informational in nature and garner interest in a product or service without being salesy.
The Content Marketing Institute defines content marketing as:
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.³
Content marketing is all about a focussed approach to marketing and centres on creating content that will attract the right type of audience for your business or brand, and ultimately drive them to take the desired action. Content marketing consists of many different forms of marketing and can include blogging. Other types of content marketing include:
What does this mean for your marketing strategy?
Now that we know the difference between blogging and content marketing denver, how does this affect your marketing strategy and the activities you choose to do? Blogging is a great way of getting your message across however it shouldn’t be your sole method of marketing – it should fit into your overall content marketing strategy.
Understand your buyer’s journey
When you start looking at a content strategy for your business it’s important to first consider your buyer’s journey.
The buyer’s journey consists of a three-step process:
Awareness Stage: The buyer realises they have a problem.
Consideration Stage: The buyer defines their problem and researches options to solve it.
Decision Stage: The buyer chooses a solution.⁴