What is the difference between content marketing and social media marketing?
Working with technology is always being close to the main innovations in communication and marketing. Therefore, the dynamism in day-to-day tasks ends up bringing a little difficulty when you need to explain to someone exactly what your professional activities are.
Let's imagine the simple exercise of explaining to a layperson that you work in content marketing or offer services for digital media. It's like speaking Greek.
And even when this conversation comes up in a wheel with other marketers who are not yet familiar with content marketing, there is soon a need to explain that this activity is different from social media marketing – although content production is also targeted to social networks.
While social media marketing is carried out with media campaigns aimed at the social media environment, content marketing creates authority and works primarily organically to educate and engage the public.
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Social Media Marketing vs. Content Marketing
The confusion exists until page two. If we look carefully at the description of each strategy, we will understand the big differences between each.
The first point to be made about social media marketing is that social media is different from social media. Social media are advertisements served in campaigns to disseminate advertisements about products and services in the social media environment.
Thus, social media are ads operated on the main social networks, such as Facebook, Instagram, YouTube, LinkedIn and others that appear with greater or lesser prominence over time.
It is worth saying that we can broadcast different types of formats on social media. From ads for direct sales to more extensive content that aims to create authority for the brand. That's how content marketing is also present in social media.
As the main point of content marketing, we must understand the dissemination of information relevant to a particular brand. And on social networks, this can be found through posts or advertisements
Why content marketing is relevant
The main way for companies to reach their audience in digital environments is with the use of content - whether distributed on paid social media or in the creation of content disseminated on websites, blogs and also on social networks, contributing with a valuable organic strategy for the brands.
Although the use of social media is interesting to generate specific business goals, this strategy requires a continuous effort with investments. Content marketing, on the other hand, is a form of free dissemination, where texts, presentations or videos have the main objective of educating the public on issues related to your company's segment.
In addition to helping build brand authority, content marketing can achieve excellent organic results on search engines, ensuring that topics covered are found by people with genuine interests, which, as a result, generates spontaneous and timeless engagement, already that good content with optimization never die.
How to use content marketing to generate great results
Content marketing is incredibly more cost-effective than investing in media. According to the Content Trends survey, the savings reach 62% and generate triple the number of leads. In addition, 82% of marketers report achieving positive ROI with Inbound Marketing strategies, which primarily use content marketing.
For this and other interesting numbers for your business, knowing how to correctly use content marketing is essential.
Professionalize your team
In general, it is necessary to combine content that has as its main objective to teach something to the public, and not just sell. Therefore, finding good sources of information and hiring skilled copywriters with good knowledge of web text structure, as well as optimization techniques, is fundamental.
In addition, the use of intelligent tools is very important to correctly monitor the results achieved with the triggering of content offered to the public. This will allow us to understand when and which main approaches bring the expected results.
Understand the sales funnel
Another important point is to understand the sales funnel, which includes the phases of knowledge, consideration and conversion, where customers go through different phases of interest on the subject covered by your brand. Each of these phases must generate specific content that feeds the public with information and generates interest in the purchase.
These contents can be offered in different formats, such as blogposts, infographics, videos, e-books, whitepapers and others. The closer the customer is to the purchase, the richer and more specific the materials should be. For this, it is very important to have a good content agency, which will use intelligent tools to analyze the right time to approach customers.
Integrate the strategies
As we said, content marketing is amazing to generate results over a long period of time, but much more cost-effectively than investing in digital media. Therefore, it can and should be considered by your company to generate greater reach among the public and, above all, strengthen the authority of your brand against competitors.
However, there is no need to invest effort in one strategy and abandon the other. It is possible to define great hybrid solutions, where the most valuable content, such as e-books, whitepapers and infographics, can more effectively reach the public through social media.
For this, it is important to design a good strategic plan with well-defined objectives and constant monitoring of results. In this way, your company will achieve excellent impacts with the public.
So, did you understand the difference between content marketing and social media marketing? Do you have any questions about how to use each of these strategies? Leave your comment below or get in touch!