Content marketing vs. content strategy: what are the differences?
Posted: Tue Dec 10, 2024 4:56 am
Content marketing and content strategy are used daily by digital marketing experts. But do you really know how to define them? These two practices are not the same and their points of differentiation deserve to be addressed.
Discover in this article the definitions, issues and difference between Content marketing and Content Strategy .
In the illustration we see a conversion funnel with characters orbiting around it
What is a Content Strategy?
Content Strategy, or Inbound Marketing , encompasses a strategic and marketing approach. While outbound marketing is often perceived as intrusive due to its lack of relevance, inbound marketing builds useful relationships and solves problems encountered by the target audience.
Defining a content strategy
A content strategy is defined as the planning , development , and management of written and other content. According to Moz, it “concerns the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated.”
This methodology, let us recall, is based on 4 fundamental steps:
Attract qualified traffic to your site;
Convert your visitors into prospects;
Engage your prospects to remove purchasing barriers and transform them into customers;
Build customer loyalty so that they become loyal ambassadors.
Inbound Marketing Methodology Diagram: Attract, Convert, Engage and Retain
The objectives of a content strategy
A content strategy allows above all to establish the positioning of a company on specific themes. Indeed, editorial content is one of the greatest proofs of expertise, and even the reflection of a company's commitment to its sector of activity.
It also offers the possibility of being more visible on Google and generating qualified traffic on its site by attracting the Internet user via adapted content. Deploying a relevant content strategy finally ensures a certain consistency between all communication media.
Inbound marketing: a strategy of means
Unlike content marketing, Inbound marketing brings together the entire marketing-sales process , from the first contact with the visitor to the act of purchase. In other words, Inbound marketing mobilizes all of the following means:
Content production ,
Community management,
Natural referencing ( SEO ) or paid referencing (SEA),
Marketing automation ( lead nurturing ),
Digital press relations,
Email marketing,
Analytics tracking,
Etc.
This set of means forms the customer conversion funnel at moj database the heart of the inbound marketing methodology :
Inbound Marketing Conversion Funnel Diagram
EBOOK
Inbound Marketing, the 100% practical guide!
Download the e-book
What is content marketing?
Content marketing refers to practices aimed at providing prospects or customers with a certain amount of fun and valuable content. This marketing strategy is therefore an essential lever for inbound marketing and brings together a set of tactical and technical tools.
Definition of content marketing
According to The Content Marketing Institute , “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, ultimately driving profitable customer action.”
It’s essentially a combination of organic sales and marketing techniques , all rolled into one. With a content marketing strategy , you designate specific audiences to whom you want to deliver content. With the right content marketing tools , you help drive conversion through consistent content that you believe will influence their behavior.
The objectives of content marketing
The role of content marketing is to attract and retain customers by creating and sharing relevant content, with the aim of engaging in a relationship. In short, content marketing is the art of communicating with customers and prospects , without selling.
In order of importance, the objectives of content marketing are as follows:
Content Marketing Objectives in Figures
The elements of content marketing
Today, creating a qualitative, creative and relevant content marketing strategy is essential for any company looking to engage its customers and guide them to the act of purchase. In a B2B context, this content production can take different forms:
Diagram of content marketing tools such as: tutorials, product sheets, case studies, infographics, ebooks, videos, forums, reviews, influencers, etc.
The importance of a good content strategy
As you can see, a content strategy is a fundamental work to be carried out on your website, with the ultimate goal of making your brand shine and stimulating consumer action . These are obviously not the only benefits to expect. Let's take a closer look at the advantages of a content strategy .
#1 Achieve your marketing goals
Ideally, all of your marketing efforts should move you one step closer to your goals. However, ill-advised actions often result in wasted time, money, and energy.
A successful content strategy is supposed to help you define relevant marketing objectives and establish priorities . It allows you to plan your work and ensure that the actions implemented are relevant according to the expected results.
#2 Track the results of your marketing actions
According to Rebecca Lieb , a content strategy consultant and speaker, “There is no content strategy without a measurement strategy. Before embarking on any content initiative, regardless of the medium or platform, it is important to know what you want to achieve.
Discover in this article the definitions, issues and difference between Content marketing and Content Strategy .
In the illustration we see a conversion funnel with characters orbiting around it
What is a Content Strategy?
Content Strategy, or Inbound Marketing , encompasses a strategic and marketing approach. While outbound marketing is often perceived as intrusive due to its lack of relevance, inbound marketing builds useful relationships and solves problems encountered by the target audience.
Defining a content strategy
A content strategy is defined as the planning , development , and management of written and other content. According to Moz, it “concerns the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated.”
This methodology, let us recall, is based on 4 fundamental steps:
Attract qualified traffic to your site;
Convert your visitors into prospects;
Engage your prospects to remove purchasing barriers and transform them into customers;
Build customer loyalty so that they become loyal ambassadors.
Inbound Marketing Methodology Diagram: Attract, Convert, Engage and Retain
The objectives of a content strategy
A content strategy allows above all to establish the positioning of a company on specific themes. Indeed, editorial content is one of the greatest proofs of expertise, and even the reflection of a company's commitment to its sector of activity.
It also offers the possibility of being more visible on Google and generating qualified traffic on its site by attracting the Internet user via adapted content. Deploying a relevant content strategy finally ensures a certain consistency between all communication media.
Inbound marketing: a strategy of means
Unlike content marketing, Inbound marketing brings together the entire marketing-sales process , from the first contact with the visitor to the act of purchase. In other words, Inbound marketing mobilizes all of the following means:
Content production ,
Community management,
Natural referencing ( SEO ) or paid referencing (SEA),
Marketing automation ( lead nurturing ),
Digital press relations,
Email marketing,
Analytics tracking,
Etc.
This set of means forms the customer conversion funnel at moj database the heart of the inbound marketing methodology :
Inbound Marketing Conversion Funnel Diagram
EBOOK
Inbound Marketing, the 100% practical guide!
Download the e-book
What is content marketing?
Content marketing refers to practices aimed at providing prospects or customers with a certain amount of fun and valuable content. This marketing strategy is therefore an essential lever for inbound marketing and brings together a set of tactical and technical tools.
Definition of content marketing
According to The Content Marketing Institute , “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, ultimately driving profitable customer action.”
It’s essentially a combination of organic sales and marketing techniques , all rolled into one. With a content marketing strategy , you designate specific audiences to whom you want to deliver content. With the right content marketing tools , you help drive conversion through consistent content that you believe will influence their behavior.
The objectives of content marketing
The role of content marketing is to attract and retain customers by creating and sharing relevant content, with the aim of engaging in a relationship. In short, content marketing is the art of communicating with customers and prospects , without selling.
In order of importance, the objectives of content marketing are as follows:
Content Marketing Objectives in Figures
The elements of content marketing
Today, creating a qualitative, creative and relevant content marketing strategy is essential for any company looking to engage its customers and guide them to the act of purchase. In a B2B context, this content production can take different forms:
Diagram of content marketing tools such as: tutorials, product sheets, case studies, infographics, ebooks, videos, forums, reviews, influencers, etc.
The importance of a good content strategy
As you can see, a content strategy is a fundamental work to be carried out on your website, with the ultimate goal of making your brand shine and stimulating consumer action . These are obviously not the only benefits to expect. Let's take a closer look at the advantages of a content strategy .
#1 Achieve your marketing goals
Ideally, all of your marketing efforts should move you one step closer to your goals. However, ill-advised actions often result in wasted time, money, and energy.
A successful content strategy is supposed to help you define relevant marketing objectives and establish priorities . It allows you to plan your work and ensure that the actions implemented are relevant according to the expected results.
#2 Track the results of your marketing actions
According to Rebecca Lieb , a content strategy consultant and speaker, “There is no content strategy without a measurement strategy. Before embarking on any content initiative, regardless of the medium or platform, it is important to know what you want to achieve.