Monday, May 6, 2013
Inbound marketing was a buzzword in the world of marketing few years ago. These years, it is content marketing. So what is the difference between the two? I would consider content marketing as the back bone of inbound marketing. Without content, more or less - there is no inbound marketing. Recently I attended a webcast by David Waterman on whether Content Marketing is a hype. The speaker argued that its not a hype unless you make it one. I tend to agree with him. We have been doing the content marketing for years now; just that we were not calling it that name (I used to hear similar one for cloud computing). Content comes in different channels - whether it is your blogs or tweets or your communities. With the advent of content sharing platforms like slideshare, vimeo and others, a marketer is bogged down with content channels to reach their audience. I would consider going back to the drawing board and consider only those channels which the target audience utilizes. For example, of you are targeting the hard core programmers - listening to stackoverflow or quora would be the likely right channels rather than linkedin groups. There is no point in being in every digital channel and finding it difficult to update each one with the limited resources we have. Here is an interesting read where professionals at Content Marketing Institute argues the differences between the two and why content marketing is beyond digital medium.
One channel that continues to be effective is the blog. While the speaker in the webcast opined that we need to provide the conversion paths in the content we create; I would consider the content marketing is still widely optimal to create the buzz, improve the credibility and help to enter the prospect's consideration set.
Providing valuable insights in the blog or slideshare are always considered fruitful both from inbound marketing perspective, the Google juice and search perspectives. When it comes to enterprise content marketing, the wider the employees utilize the social channels, the higher the possibility of reach and conversions. Nowadays, organizations have started building social enterprises with one of the objectives being these. For an employee, this also helps to create the personal brand.