Content production vs Content Marketing

Content Production vs Content Marketing – You Can’t Have One Without the Other

In Blog by A. Lee Judge

Content Marketing versus Content Production. You can’t have one without the other, however it’s worth a discussion to distinguish these two very different things.  Companies that work with content as a marketing tool need to decide how and where they should invest their funds in order to be the most efficient and effective to generate desired results. 

Defining Content Marketing

Content marketing is the distribution of informative or entertaining media as a means of increasing visibility, reach, and audience engagement for a brand, product, or service. 

Content production is the hands-on creation of consumable marketing media such as graphic, text, video, audio, and social media. It is the first and most crucial phase of content marketing.

As a traditional example: content production is the equivalent of you writing a well-researched article on a piece of paper, while content marketing is having that article printed in a newspaper.

Marketing Content Types

You’ve heard the saying that “Content is King.” While this saying may be somewhat dated, its meaning is still solid. Content is the foundation for every type of digital form of marketing.

For business, there primarily 5 Digital Marketing Content Types That Drive Business:

Merely creating content and hoping for the best, will not do. Several factors need to be taken into consideration when producing content. 

Identify the Purpose of Your Content

The first thing that you need to do when producing content is to identify its purpose. Content can have multiple uses such as being entertaining, informative, or educational, among others. Now, regardless of its meaning, your content also needs to be easily digestible for your audience and needs to be in the proper format that’s in accordance with the channel that it is being used in.

In addition to the purpose for your audience, you must define the purpose of the content for your business. Is it Lead Generation, Website Traffic, or Brand Recognition? These all require different approaches when creating content.

Know Your Audience

In addition to the point above, you will also need to know who your target audience is before you start producing content. The whole point behind content marketing is to create an ongoing relationship with customers and prospects, which means that you need to tailor your content in accordance with your audience, and not the other way around. 

Consider these important factors when choosing the right marketing content for your audience:

  • How do they consume content? Do they prefer video, text, or audio?
  • Where do they consume content? Desktop, mobile, while traveling, while at home, while working out?
  • What topics will resonate with them the most, even if it isn’t a direct reference to your product or service?

Provide Value Through Your Content

You will have to provide value through your content so that it will have maximum impact. It means that you will have to, first, identify what your audience pain points are, as well as their wants and needs, and produce content that’s able to address these.  How-to content is a good example here, as it provides your audience with the necessary information to quickly pick up a new skill or use your products and services.

With each piece of content that you produce and market, you have to consider the “what’s in it for me” from the consumers’ viewpoint. When they consume your content they are trading their time and attention for what you are offering, so you better make it good. When placing content behind a form [gated content], the stakes are even higher. You must make sure that the value that you are giving is perceived as greater than the time it takes the person to consume the content.

Content Production and Content Marketing

As shown above, content production is not only the beginning, but an integral part of content marketing, and neither can be viewed in a silo nor considered without the other.

Content marketing cannot work with no content, nor can it work effectively with poorly or uninspired and uninformed material. Likewise, good content production cannot be achieved without understanding your audience and without the proper market research – both of which being aspects of content marketing. 

In conclusion, content production and content marketing are two separate sciences and skillsets. People who produce content don’t necessarily know how to market it. Those that know how to market it, in many cases don’t possess the skills to produce it.  Together, they create a constantly-improving feedback cycle in which you create content, market it, gain new insights from and about your audience, and start the cycle again with improved data and more impactful content. 

Want to learn more? Talk to a professional Content Monsta