There is great hype and debate over content marketing, but there also is a great deal of confusion over it. Some marketers believe that using any kind of content to support any kind of marketing is content marketing. This statement is very broad, and there is a difference between content marketing and social media marketing. Although content marketing heavily involves social media, and social media marketing use content to get their messages across, there is a difference between the two elements.
Content marketing is generally campaign driven, and part of a concentrated effort to plan and track cause and effect. It is often tied to integrated marketing, and features sales lead generation as the main goal, or at least a component.
Social networks are vital to the success of content marketing efforts, but Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the website, not as containers of the content itself.
Content marketing has become a huge buzzword in marketing lately as people have mastered the mechanics of social media channels. Marketers are beginning to understand that the road to success in the social business world is paved with valuable content that customers want.
There already is mass migration to tablets, a greater need for personalisation, opening up of channels, cross-audience engagement; these elements show for a great deal of investment in content marketing.
It is predicted that brands will become better in providing valuable content to all of their audiences and measuring the impact and levels of engagement. Companies and their brands will need to focus on quality and relevance; measuring impact and hopefully showing real results, will help ensure funding for future marketing efforts.
The march of new tools and technologies will continue. Adaptive and smart content marketing will ensure that campaigns are optimised for every social media platform. There will be an increase in understanding in how to become a social business, how to execute content strategy and how to create a more mobile-optimized digital experience for our customers.
Content marketing and social media strategies will be forcing marketers to be more interesting, human and trustworthy. Customers are looking for what’s in it for them and they are highly skeptical of brands looking out only for themselves. Due to these trends, leading marketers will be creating an environment that allows their customers, employees and partner ecosystems to tell stories. They are not creating branded content they are enabling it to be personal such as thought leadership, personal stories, or points of view on the topics people are interested in and the products companies want to sell.