What is Content?

From Rock Stars to Storytelling: the Relationship Between Social Media & Content Marketing

Are you confused about the difference between content marketing and social media? You’re not alone! Although these terms are often used interchangeably, they actually have distinct characteristics and serve different purposes. In this blog post, we will first talk about what content as a whole is, then unravel the essence of content marketing, and finally switch gears to understand the power of social media. By understanding these differences, you will be equipped to harness the strengths of both strategies and effectively promote your brand and service. So let’s dive in and decode the conundrum of content marketing and social media!

What is Content?

Content is anything written, images, or audio/video that serves a business purpose. That is content marketing in a nutshell. Some will specifically call this content marketing, and some will assume that content is just what you put on social media. That’s not only an incomplete answer, it borders on wrong.

Understanding The Difference: Content Marketing and Social Media

Let’s dive into the marketing world, specifically address two of the most prevalent forms of marketing today–Content Marketing and Social Media. Many people use these terms interchangeably, but in reality, there’s a world of difference between them. They both have unique characteristics and serve different yet complementary purposes. To unravel this conundrum, let’s dissect these two terms and differentiate their features.

Decoding Content Marketing

Think of content marketing as a solid foundational structure, like a sturdy tree that supports its fruits. It’s the art of storytelling, wrapped in relatable narratives that tug at your heartstrings and keep you engaged. Content marketing is not limited to just words–it involves blog posts, videos, infographics, and anything that offers value to the audience.

To draw a comparison from a real-life narrative, consider the case of my client who is a grant writer. She needed a content piece that explained why her expertise is preferred over that of an engineering firm for crafting applications for flood mitigation grants. We needed a story that broke down these complex concepts and made them relatable to her audience, which isn’t made up of technical engineers. We explained it’s like a house builder trying also to perform the inspection, a very relatable story.

This is the essence of content marketing–creating content that is more than just informative, it’s engaging and valuable. It’s why adding in storytelling elements to your content marketing is so key.

Content marketing is all about building loyalty and trust. Remember the golden rule here, “People don’t trust companies, they trust people”.

Switching Gears to Social Media

Imagine you’re at a concert with a rock star belting out your favorite tunes on stage–that, in essence, is social media–it’s all about the spectacle, the engagement, and the immediate reaction from the audience.

While content marketing is about value and trust, social media is about visibility and creating a buzz, and then converting that buzz into a long relationship by bringing them over to your trust-building long-form content. Social media platforms serve as megaphones, magnifying your brand’s voice and spreading your messages far and wide. It’s not so much about deep storytelling, but more about short, catchy snippets that capture your audience’s attention and feedback almost instantaneously.

Complementary Not Interchangeable

Content marketing and social media, while distinctive, are two sides of the same coin. A successful marketing strategy involves using them in tandem. The compelling stories of your content marketing serve as great fodder for your social media platform, attracting the audience’s attention and directing them to your original content. 

In short, content marketing is the substance behind the sizzle of social media. Using social media to generate same-day traffic for a new content marketing endeavor aids the overall marketing efforts. As a marketer, understanding this difference can help you tap into the strength of both strategies and maximize their potential in promoting your brand, service, or product. 

This blog post clarified the often misconstrued concept of content marketing and social media. Armed with this knowledge, venture forth and create engaging narratives through content marketing and echo them loudly on social media!

Frequently Asked Questions

What is content?

Content is anything you put out that your audience might see or notice–whether you post it for business reasons or not. Content marketing is anything written, audio or video, or imagery that serves a business function.

How could content marketing and social media can work together to create a comprehensive marketing strategy?

Content marketing and social media can work together by using social platforms to amplify and distribute content, driving traffic back to owned platforms where more comprehensive content can be found. Social media enhances the reach and visibility of content marketing efforts, sparking conversations and building relationships with the audience.

How can you improve engagement and trust in content marketing?

There is a need for an approachable story in content marketing because it helps the audience connect on a personal level. Relatable stories make the content more engaging, memorable, and trustworthy, fostering a sense of connection and building long-term relationships with the audience.

Music by Michael De La Torre. Thanks, Mikey!