If you’ve ever considered marketing, you may have come across the terms ‘inbound marketing’ and ‘content marketing’. Many marketers use these terms interchangeably. But they’re not really synonyms. Sure, they’re similar and work together, but they mean different things. Here’s a quick look at inbound marketing vs content marketing.
What is inbound marketing?
Inbound marketing is still relatively new. It was created because consumers became good at avoiding sales messages, which meant businesses needed to find new ways to reach and convert their target customers.
What inbound marketing does, is it helps businesses adjust their marketing to better match the way customers are shopping online. Being interrupted while you’re shopping can be annoying. Inbound marketing recognises this, so instead of pushing your message, you are pulling your customers towards you.
It’s a systemic means of converting those anonymous visitors into leads. Typically, an inbound marketing strategy would involve creating and distributing content through social media, blogs and marketing. That’s where the content marketing comes in.
What is content marketing?
Basically, content marketing refers to creating content to market products and services. This content can be used for social media posts, blog posts, infographics and slides. Along with offline medium such as brochures and flyers.
A lot of the time when people say content marketing, they’re talking about marketing content that’s been made to drive website traffic. It can also go a little further to include downloadable content like summaries, whitepapers and eBooks.
How do they work?
Inbound marketing can’t happen without content. This means that inbound marketing and content marketing must work together. You need blog posts, longform content, social media content and webpage content – just to name a few.
Of course, there’s more to it than this. The inbound marketing methodology is all about metrics and results. You’ll want content to drive results. Your content marketing needs to be closely tied to your customer conversion strategy. Inbound marketing gets you results by using the content to convert visitors into leads – so focus on optimising your content and improving that conversion experience.
Want to learn about how you can use inbound and content marketing? Read our previous blog, How to Use Inbound Marketing.