You might want to take an extra sip of coffee before you read the next paragraph …
We’re going to start with a brief geometry lesson today, but I promise it will be gentle.
Squares are rectangles, but not all rectangles are squares. Similarly, content marketing is content, but not all content is content marketing.
In the past, I’ve referred to informative content as bland and boring, but those are just labels.
The crux of the matter is that creating strictly informative content will make you think content marketing doesn’t work.
I’m not splitting hairs
Both content and content marketing can aim to serve your target audience, but if you only create content, it’s not going to make an impact on your business.
Content may give someone the information they need, but it doesn’t form a bond between a visitor and your website.
It may attract traffic, but that traffic doesn’t build a community.
Content marketing gives someone what they need and a reason to stick around.
Maybe they add a comment. Maybe they subscribe to your site because they like your outlook. Maybe they share your content to show that your worldview aligns with theirs.
Content marketing has long-term effects. It attracts traffic — then leads, then prospects, then customers — as you grow an audience who supports your offer.
Content marketing is not only more effective, it’s actually easier to produce
If content marketing helps you more than content, then it must be more difficult to produce, right?
I’m going to say No.
Here’s why.
Many people who already have everything they need to produce potent…
