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Content Marketing and Inbound Marketing are two terms that are at times used conversely or can be confused for the other, quite easily. Those whose lives don’t necessarily require them to understand marketing concepts won’t even be able to tell the two apart, let alone define one correctly.
Marketing as an area in business uses a myriad of jargons that for non-marketers would only sound gibberish, besides that, every few years, with the advent of new technology and development of new strategies, there are also new terms that spring up within the industry. So if you cannot distinguish content marketing from inbound Marketing, we would totally understand that.
Then again it always pays to learn new things, especially topics that are vital in one’s industry, and so today, we shall help you tell these two apart and learn where they overlap.
Let’s begin.
Content Marketing vs. Inbound Marketing
What makes Content Marketing Different from Inbound Marketing?
A quick search on google leads us to the top definition of content marketing which is provided to us by the Content Marketing Institute, a leading online resource for topics involving– yes, your guess is right: content marketing. CMI defines the term as: “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience– with the objective of driving profitable customer action.
Meanwhile, HubSpot defines inbound marketing as: “a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.”
One look at how lead resources define these two will give any discerning individual an idea where they overlap. Nevertheless we’ll make it clearer.
Inbound Marketing utilizes an entire methodology, referred to as the Inbound Methodology that is broken down in three stages namely: Attract, Engage, Delight. In each of these stages, marketers might employ content marketing in various forms like blogs and articles, among a number of possible options. After all, inbound marketing derives great results as a marketing strategy precisely by attracting prospects with helpful content.
Content marketing, on the other hand, serves as an aid to this process. While inbound marketing pertains to an entire process of attracting, engaging, and eventually nurturing customers, content marketing plays a key role mostly in attracting curious visitors.
It is also worth mentioning that the term inbound marketing was formed as an opposing concept to traditional marketing, also known as outbound marketing.
Put simply, what makes content marketing different from inbound marketing is the apparent limitations of the former. After attracting prospects, it is the strategies that are characteristic of inbound marketing that truly allows businesses and brands to interact, engage, and eventually convert random page visitors to first time buyers and loyal patrons.
Some businesses might resort to content marketing without fully implementing an Inbound Marketing strategy, because perhaps their goal is simply just to promote awareness, redefine their brand, or make a noise in relation to an upcoming event or shed light into a phenomenon that currently trends in their industry– for this, content marketing might be sufficient. It does not have the holistic approach that defines Inbound Marketing but it does not automatically shove Content Marketing to a lower tier.
Does this mean that one is better than the other? Absolutely not. In a way, it really depends on the goal of the brand. Mere content writing alone can be enough, but inbound marketing helps a brand in every stage by gently and subtly encouraging prospects to buy the products or services offered.
How Does Content Marketing Aid Inbound Marketing
Essentially, what makes content marketing different from inbound marketing is really just their focus.
Content Marketing relies on the creation of compelling content that attracts internet users to whatever product or services are discussed in content pieces. Content marketing goes no further than that.
While Inbound Marketing also utilizes powerful and attractive content to attract visitors and convert them to customers, it also has to come up with other strategies to keep providing value to prospects until the time that they are converted into customers.
This means that in the “Attract” stage, content marketing is employed in the process of implementing inbound marketing. But beyond that inbound marketing takes customer experience of the brand to a whole new level. Inbound marketing means that you are there to assist as random page visitors get a feel of the brand. That you are there as they make the decision to avail of your services or purchase your product, and you are there when they publish feedback or ask questions to better understand the product/service. Inbound marketing makes you omnipresent throughout their journey towards purchasing.
Dynamic as a Duo
Are Content Marketing and Inbound Marketing the same? No. Do they overlap at some point? Yes. Is one truly better than the other? No.
We have been clear on this from the start. Content Marketing aids Inbound Marketing. It may even make sense to consider content marketing as the lifeblood of Inbound Marketing.
Furthermore, Inbound Marketing works best because it utilizes a structured and yet truly helpful Inbound Methodology which defines what is needed in every stage to successfully convert prospects. It is the key ingredient that is missing in all other types of marketing.
Content Marketing allows you to create compelling content pieces that attract visitors, but it is the methods that Inbound Marketing is known for, that ultimately guide people to take action.
It is futile to compare the two, as they are neither the same nor completely different. But employing both Content Marketing and Inbound Marketing in talking up your brand is the more rewarding strategy in the end.
Learn more about these concepts through our eBook. Download it today and get helpful tips to talk up your brand!
