Content creation, content marketing, and content strategy are all related. Content creation requires a content strategy to be effective, and content marketing needs content creation. They are different steps in achieving the same goal.
Christina Perricone described content creation as “the process of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other formats.” Content creation is essential and crucial to any business because it keeps people engaged. If you aren’t continuously creating content, you are behind the curve.
Content creation involves a continuous, complex process of creating and editing. There needs to be a well-established process to make the best content because the content you create and publish attracts customers.
An example of the complexity of content creation is making a YouTube video. There needs to be a story, a shot list, a schedule, and even more before you even start filming. Once you start filming, it takes multiple takes before getting the words right; then, you edit it all together after all the footage. After that, you review the rough edit and make more edits until it is considered ready for publishing.
Marketing, in general terms, is promoting a brand. Content marketing is about marketing content. It’s “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.” According to the article What Is Content Marketing?. Instead of pitching products or services, you provide relevant and useful content to your customers. Content marketing benefits companies in three ways; increased sales, cost savings, and better customers who have more loyalty.
An example of content marketing is then marketing that one YouTube video. You would be marketing the video content, not a product or service, or anything that anyone can purchase. You are marketing to get an audience, not to create revenue.
According to the article What Is Content Strategy? content strategy is “the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals.” Content strategy isn’t as simple as creating a blog, then editing it, and posting it. Content strategy is all about behind-the-scenes work. It guides the creation process, the delivery, and the decision if it’s useful and usable content. If the content doesn’t enhance, abide, or encourage the business objective, it should not be published or released.
For example, the YouTube video you made could be apart of your content strategy if it pushes your business objective forward. Content strategy comes before content creation because, without the strategy, you wouldn’t know what kind of content to create.
Compare and Contrast
Content creation, content marketing, and content strategy are different in definition but are the same for content. They are all stepping stones, first comes content strategy, the blueprint, then comes content creation, the building, lastly comes content marketing, the realtor. One of the things they have in common is they all deal with digital marketing and accomplishing a goal.
Content marketing and content strategy are often used synonymously, but the main difference between the two is content strategy is the research put into content marketing. In comparison, content marketing is the campaign after the strategy has been put together.
Perricone, Christina. “The Ultimate Guide to Content Creation.” HubSpot Blog, blog.hubspot.com/marketing/content-creation.
Piedmont, Meg. “Knowing the Difference Between Content Strategy and Content Marketing.” Growth Marketing Insights from Fractl, blog.frac.tl/content-strategy-vs-content-marketing.
“What Is Content Creation? 3 Steps to Creating Web Content.” Conductor, http://www.conductor.com/learning-center/content-creation/.
“What Is Content Marketing?” Content Marketing Institute, 5 June 2017, contentmarketinginstitute.com/what-is-content-marketing/.
“What Is Content Strategy? (With Examples).” MarketMuse, 10 Sept. 2020, blog.marketmuse.com/what-is-content-strategy/.