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content marketing vs content strategy infographic

Content Marketing vs. Content Strategy: How to Cook Up Great Content (Your Recipe for Success) Infographic

This post was originally published in May, 2018 and updated in July, 2020.

Were you born knowing the difference between pasta and noodles? I bet you weren’t. In fact, I bet most of you reading that sentence didn’t even realize there is a difference.

(Pasta is created from durum wheat and water and is stronger and more elastic than noodles. It’s usually topped with sauces. Meanwhile, the more delicate noodle is made from eggs, flour, and salt and served in broths. 🍝 Now you know!)

This same confusion happens in the content world. Eager marketers often confuse content marketing vs. content strategy.

These two concepts are similar, but they’re absolutely not the same thing. And, as anyone who’s ever put spaghetti sauce over egg noodles in a pinch knows, when you don’t use quite the right ingredients things don’t turn out as well.

So, if you’ve been using the terms content marketing and content strategy interchangeably for a while, don’t panic. You’re not alone.

But the secret sauce to using these techniques effectively is to understand their differences, their nuances, and their applications.

To make it easy for you, we’ve put together a great lesson + infographic that will show you, step-by-step, the exact recipe for understanding how content marketing and content strategy can work for your business.

If you’re one of the diminishing group of B2B marketers that have yet to adopt a documented content marketing strategy, use our guide to get started on that (important) road.

CMI 2020 report

Via CMI’s Benchmark Report

Content marketing vs. content strategy: What's the difference? 🤔 They're similar, but not the same. Learn why on the Write Blog via @JuliaEMcCoy with a fun cooking analogy 👩‍🍳 Click To Tweet

content marketing vs content strategy infographic

Content Marketing vs. Content Strategy — How to Cook Up Great Content: Your Recipe for Success (Infographic)

content marketing vs content strategy infographic

content strategy vs content marketing infographic

Download the PDFs: How to Explain Content Strategy, and, How to Explain Content Marketing.

Cooking Up Great Content: Behind the Scenes at Our Content Marketing Restaurant

Content is like delicious morsels of goodness to your customers, and you – the brand or marketer behind the brand — are the one that has to cook it up.

That makes your favorite restaurant a great analogy for our explanation.

So, let’s sneak into the kitchen of your favorite restaurant. (For me, that’s a toss-up between Salt Traders or Greenhouse Craft, two amazing restaurants here in Austin.)

Step One: Start with Content Strategy

All of the inner workings of the kitchen – the food preparation, reservations, staff schedule – that’s the content strategy. The content strategy of the restaurant = meetings between chefs, waiters, restaurant owners and staff to strategize and guide how they plan to successfully deliver content — in this case, food — to their customers.

If your #contentmarketing is a restaurant, all the inner workings of the kitchen – the food preparation, reservations, staff schedule – that’s the #contentstrategy. 👩‍🍳🔪🍳 Click To Tweet

In developing their strategy, they may ask questions like:

  • How many waiters need to cover the floor?
  • What type of ingredients should we use?
  • What will attract new customers to our restaurant?

When you develop content strategy for your business, you may ask questions such as:

  • What is our Content Differentiation Factor?
  • What type of content does our target audience crave?
  • How many times per week should we post new content?

In other words, content strategy is the framework you put in place to deliver the content to readers.

It is the planning, preparation and methods you come up with to deliver the ultimate customer experience through content.

Simple, right? So, let’s move on.

Step Two: Add Content Marketing

In a restaurant, you cater to hungry customers by serving up delicious meals, prepared just the way they like them.

In the world of content, you implement your strategy to bring fresh, tasty content to your customers’ inboxes by using content marketing.

Content marketing is the execution of your content strategy. 

It’s the planning coming to life, encompassing each and every component. In this case, the “food” is the content your audience consumes.

Content marketing is the execution of your content strategy. It’s the planning coming to life. If your #contentmarketing is a restaurant, the 'food' is the content your audience consumes. 🍕🌮🥗 Click To Tweet

Your job is to cook up valuable, consistent and relatable content to build a relationship with a targeted audience, which in turn, increases your profits. Because you’re serving up exactly what they crave, this audience comes back to you again and again.

Download the PDFs: How to Explain Content Strategy, and, How to Explain Content Marketing.

Some of the most popular ways to feed your audience their favorite content include:

  • Blogs
  • Emails/newsletters
  • Infographics
  • E-books
  • Case studies
  • Long-form content
  • Web pages
  • Webinars

The content you serve strengthens your brand image while also whetting the appetite of your ideal customer. Win-win!

Step Three: Mix Well

So, let’s outline an example of how you combine content strategy with content marketing for outstanding results.

Going back to our restaurant analogy, let’s say your target audience is 20-year-old yoga enthusiasts. 

During planning, you found that natural and unprocessed ingredients were of the highest importance to your customers (planning = content strategy).

You put this plan (content strategy) into action by designing a menu that informs your customers of the origins of their food (how you deliver the content = content marketing). Then you serve a vegetarian lentil soup made from locally sourced ingredients (what you deliver = content).

Because you’ve pinpointed what they crave and delivered it, your customers feel a connection to your brand.

You planned your content strategy, so you knew how to build a relationship with your audience, the methods in which to reach them, and the product that would best suit their needs.

These customers are receiving valuable and useful information about a health-conscious lifestyle directly through the menu you’ve created to serve them the content they want. They will keep coming back. They will purchase more.

Download the Profitable Content Marketer Skills Cheat Sheet

That is your content strategy and content marketing at work. Together, they’re your content marketing strategy.

An Example of a Perfect Content Marketing “Meal”

Think of the content that your audience consumes as that perfect “meal.”

Did you know? Conductor performed the first-known scientific study investigating educational content impact with customers. The results showed incredible findings. First, survey takers were found 131% more likely to purchase from a brand immediately after reading content from that brand, while 78% of respondents found a brand more “helpful” and an entire 64% found it “trustworthy,” immediately after reading content from that brand. These numbers increased by 8-9% one week later.

The right approach to effective content marketing, and the right content (the food you serve), will build and establish a real relationship and connection with your audience. Not only that, but you have the opportunity to delight them, make it memorable each and every time, and keep them coming back for more. And, grow your bottom line and your business while you’re at it. Win, win!

Let’s say your target audience is 20-year-old yoga enthusiasts.

During your planning stages, you found that natural and unprocessed ingredients were of the highest importance to your customers (compare this to a baseline finding for a content strategy). You put this plan into action by designing a customized menu that informs your customers of the origins of their food (this is your content marketing in action). Then you served a vegetarian lentil soup made from locally sourced ingredients (this is your content).

Now, your customers feel a connection to your brand.

content marketing vs content strategy infographic

Because you were strategic about what your customers liked, and you created an experience just for them, the end result was a customized campaign (if content is our tasty meal) that they found delightful. Your customers are receiving valuable and useful information about a health-conscious lifestyle directly through you. They will keep coming back. They will purchase more.

That is your content marketing strategy at work.

How to Cook Up Your Own Content Strategy and Content Marketing

Now it’s time to put on your apron and take the first steps toward creating your own delectable profit-driving, audience-growing content.

And, any great chef knows you’ve got to start with the fundamentals before you can create a culinary masterpiece. The world of content is no different. Starting with the fundamentals of content strategy will set the pace for the rest of your marketing.

While there will undoubtedly be bumps along the road to successful content marketing, we’re here to guide you through it, step-by-step.

In fact, we’ve developed the precise recipe you need for guaranteed success.

That’s right. I’ll guide you in creating and implementing an effective content marketing strategy through my personal mentorship and teaching when you sign up for my Content Strategy & Marketing Course.

If you’ve got a strategy and marketing in place and want done-for-you content, we offer that option, too. You can get premium access to outstanding content created just for your audience by requesting a client account.

Whichever you choose, you’ll be setting your brand apart from the crowd, growing loyal customers, and increasing revenue by leaps and bounds.

Cheers to that!

content marketing vs content strategy infographic

How To Repurpose Your Content Correctly - Infographic

How to Repurpose Your Content Correctly (Infographic)

In our infographic below, we’re exploring why you should repurpose content, why Twitter should be a major focus, and six easy ways to repurpose content. Plus, four killer tools you can use.

Get started on awesome content re-purposing right away!

Don’t forget to share if you’ve found our infographic helpful!

How to Repurpose Content: An Infographic

How To Repurpose Your Content Correctly - Infographic
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Transcript

Why Should You Repurpose Content?

  • Approximately 15% of Americans listen to podcasts of repurposed content, and the number is growing each year.
  • Tweets with visual content get 18% more clicks, 89% more favorites, and 150% more re-tweets.
  • Repurposed content helps make your content more impactful as 67% of people are likely to be convinced by a presentation that includes visuals.
  • An infographic is 30 times more likely to help you get views than an article.
  • Kissmetric’s infographics received an average of 20,859 likes on Facebook.
  • An average of 62% of podcast listeners surveyed have said they are likely to buy something advertised on a podcast.
  • 70% of many major businesses say videos are a highly effective aspect of their content marketing.

Why Twitter Should Be A Focus For Your Repurposed Content

  • Studies show that you’ll get the most use out of Twitter if you tweet up to 30x a day, while small business owners do better around 5 tweets/day. (Kevan Lee)
  • A tweet usually has a “life” of 18 minutes. That’s why you want to tweet often: the more you tweet, the more you will see engagement. (Kevan Lee)
  • Link to your blogs and content, often: 50% of all re-tweeted tweets contain links. (Leo Widrich)
  • Re-sharing your content is vital on Twitter: you can get just as many if not more re-tweets on your second, third and fourth posts of the same blog. (Belle Beth Cooper)
  • Use different headlines as you tweet. Your unique second headline can get double the amount of clicks. (Leo Widrich)
  • Going viral is more possible on Twitter than Facebook because of the immediate traction tweets get. Facebook posts have a shelf life of 5 hours. (Leo Widrich)

6 EASY Ways to Repurpose Content

  1. Make a Presentation. Turn your blog post into a presentation on SlideShare. Make a few graphics and put them into the program, and you have new, repurposed content. (Kevan Lee)
  1. Turn Old Blog Posts Into Guides. Old blog posts provide a lot of excellent content to be repurposed. Assemble the multiple blogs you’ve written on a topic and turn them into an easy-to-access guide with multiple aspects. (Megan Marrs)
  1. Use Your Evergreen Content. One of the best types of content to repurpose is evergreen content. This gives you more topics to work with, and helps you create something that will still be worthwhile in the future. (Kevan Lee)
  1. Create Infographics from Written Content. Do you have a favorite blog that you want more people to read? Consider chopping it down into short points and putting them in infographic form. (Arnie Kuenn)
  1. Host a Podcast Based Off of a Blog Post. Podcasts are a hot commodity right now, and your written content provides some great resources for one (or several). Look at your popular posts and then host a podcast talking more in-depth on them. (Megan Marrs)
  1. Turn Your Content into Powerful Videos. Your existing written content can be used as visual in multiple ways, including video. Brand videos made from content you already have can reach more people and bring in new customers. (Salma Jafri)

4 Great Tools For Repurposing Content

  1. SlideShare. This is a great tool to add your visual content to, creating a presentation you can give out to your clients. Try it when repurposing your content for maximum audience reach. (Garrett Moon)
  2. YouTube. This is the best channel to share your videos on to reach out to a wide audience. When you repurpose written content into videos, always make sure you have a YouTube channel set up for them. (Garrett Moon)
  3. Social Media Channels. Every single social media channel offers you the chance to repurpose content whether it is on Twitter, Pinterest, or Instagram. Research different ones to find which will benefit your business the most. (Yael Kochman) 
  4. List.ly. Lists are amazing, aren’t they? People love lists, which makes this program excellent to use for your repurposed content. Simply break your content down into a list format, update this program, and share with your audience. (Yael Kochman)

Full Reference List
Kevan Lee, Buffer | http://buff.ly/1eEKhlQ

CityRoom | http://buff.ly/1eEKfdY

Wordstream | http://buff.ly/1dclaVS

Hubspot | http://buff.ly/1eEKjKv

Inc.com, Larry Kim | http://buff.ly/1eEKplj

Brafton | http://buff.ly/1eEKwxu

Salma Jafri, Search Engine Watch | http://buff.ly/1eEKzt8

Arnie Kuenn, CMI | http://buff.ly/1eEKGVy

Coschedule | http://buff.ly/1eEKJR9

Outbrain | http://buff.ly/1eEKKVc

 

The Ultimate State of Content Marketing In 2015

The Ultimate State of Content Marketing In 2015 – Infographic

Content is here to stay: no doubt about it. But how is content considered successful today, based on search engine ranking potential and real value-add to readers?

The Ultimate State of Content Marketing In 2015

We’ve gathered the top factors of successful content for 2015, based on over 15 top sources (including major content marketing studies) in one comprehensive infographic. Enjoy, and don’t forget to share and comment! (Transcript below the infographic of the content and resource links.)

The Ultimate State of Content Marketing In 2015
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Did You Know? Crucial Content Stats For 2015

  • 95% (9 out of 10) B2B marketers in North America use content marketing.
  • 60% of marketers use content marketing WEEKLY.
  • 41% of marketers confirm content marketing has a positive ROI (Stateofinboundmarketing)
  • 82% of prospects find relevant industry content most valuable (Marketo)
  • Engagement is the most frequently cited objective for content marketing by US B2B marketers. (Curata)
  • Content marketing is now defined as using/creating content that is not promotional but interesting or valuable in itself. (Emarketer)
  • Buyers are most likely to share blog posts more than any other content form. Next most likely shared content form: infographics. (DemandGenReport)
  • Whitepapers used to be one of the most popular content forms (in 2013); now, 95% of buyers prefer shorter content formats. (DemandGenReport)
  • In social media, buyers are more likely to be on LinkedIn & Twitter. (DemandGenReport)
  • Length matters: Blogs that are at least 2,500 words on a 10+ year old domain rank the best in Google. (serpIQ) Content at least 3,000 words gets 2x the amount of shares shorter posts do.

Six Key Factors of Content Success In 2015

What makes successful content tick? Let’s take a look.

1. Quality is the number one ranking factor.

Although authority and relevance win the rankings (Redevolution), quality is the number one ranking factor for web content (Neilpatel).

2. Useful content posted consistently will succeed.

The keyword is useful; if your readers gain something from reading, they will share and engage. Correct SEO copywriting is essential for websites.

3. A lot of time will be spent crafting perfect headlines.

Five times as many people read the headline as read the actual body copy. (David Ogilvy) (represent in a statistic?). This means when you write a headline, you spend 80c out of a dollar (also represent in a statistic possibly?)

Headline copy is one of the top 5 MOST impactful elements for lead generation. (MarketingSherpa)

4. Content auditing is the best way to monitor content quality.

Say goodbye to bad content: embarrassing content and outdated links won’t happen again if you maintain content auditing (Copyblogger).

Content auditing tools: a content expert’s human eye, time, SEMRush

5. Content curation is becoming mainstream.

Most marketers are now utilizing content curation as a key component of their content marketing strategy. 56% of marketers say that quality content is their greatest content marketing challenge. Curation is a top solution for this challenge. (Forbes/Curata)

Curation tools: Scoop.it, Quora, Curata, Storify, Paper.li

6. Creativity will be in demand as content marketers strive to rise above.

Today, SEO copywriting isn’t finished when the content is well-written or even useful: the content must also excite the reader. The more creative the content, the more the engagement.

Storytelling will be in demand as a top engagement tool to connect audience to content. (BruceClay) Just remember: not everyone is a storyteller. (Wordstream)

Examples of awesome creativity in content: Basecamp’s TheDistance.com, Redbull’s Redbulletin.com.

Liked this infographic? Buy one, custom-made to your marketing needs, from us in our Content Shop today!

 

Statistics – Full Reference List

Marketing Sherpa l http://buff.ly/1EO55AY

Neil Patel l http://buff.ly/1yzbM9g

Kapost l http://buff.ly/1OlbN2g

Dev-Edge Internet Marketing l http://buff.ly/1aBTQPx

Copyblogger l http://buff.ly/1cAzSX7

Scoop.it l http://buff.ly/1b2k1zB

Redevolution l http://buff.ly/1J8NJ0X

Emarketer l http://buff.ly/1Hd7VQw

Content Marketing Institute l http://buff.ly/1Hd8qK9

Demand Gen Report l http://buff.ly/1G2a7f0

Forbes l http://buff.ly/1yzB7Qj

State of Inbound 2014 Hubspot l http://buff.ly/1G2aLsP

Curata l http://buff.ly/1Hdj2Jc

serpIQ l http://buff.ly/1b2M9T7

Bruce Clay, INC l http://buff.ly/1b2N6uz

Wordstream l http://buff.ly/1G2DKN7