By Mike Stiles on Jan 14, 2014
Social Marketing used to be the buzz phrase. Now the buzz phrase is Content Marketing. But is it fair to call something a “buzz” that’s been around forever and is the foundation of human communication?
It’s kind of odd that it wasn’t until social media came along that marketers got serious about connecting socially with customers. Likewise, now we’re talking in a surge about content marketing. Really? We didn’t know until recently our customers would appreciate quality relevant content, or that it’d make them feel good about us?
We’ve been a social species since we were hassling wooly mammoth. We’ve been storytellers since we figured out we could make a mark on a cave wall. Yet marketers seem to just now be evolving into what we learned back in the Ice Age.
Here’s the difference between content marketing and social marketing.
Content marketing is the story you etch on the cave wall. You know viewers will relate to it, want it, and will like it.
Social marketing is the wall. It’s the distribution channel, the stage you put your story on. Your audience might already be sitting in the cave, or you might have to go tell people to come look at it.
Don’t Do This
The biggest mistake you can make on social is to have a blank wall. It might be the finest wall around, but if there are no stories on it, why would I look at it? I come to expect nothing from that wall.
Do This Instead
We seem to be in a place right now where we’re getting pieces right, but not the whole puzzle. The puzzle consists of:
- Resourced, consistent quality content
- Served up or promoted on social
- Supported by paid efforts to expand reach and exposure
- A way to listen for boos or applause
- Using what you hear to tweak future content
- Tapping into the loyal, trusting audience you’ve built to offer a solution from your brand that will make their life better.
There. You’ve just been given enough content and social strategy to hassle a mammoth.
Are Brands Serious About Content?
A Content Marketing Institute/MarketingProfs study shows 23% of B2C marketers don’t even know how much of their budget is allocated to content. Of those that did know, 17% said it was getting 1-4% of it. The walls are blank.
Well, that’s not fair. They aren’t blank. They’re full of ads.
That might be because marketers are finding content creation intimidating. After decades of commoditizing creative skills, turns out finding people who are truly great at it isn’t easy. The long held belief of “geez, anybody can write” turns out to be far from true. You can’t fake it, because the content has to compete. You need entertainers.
Content & Social Need Each Other
Can there be social marketing without content marketing? And if so, what is that social marketing comprised of in the absence of content? The two are increasingly moving toward a healthy codependency.
Photo: picaland, stock.xchng