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Content marketing is quickly becoming a primary focus on the Web. The expansion of blogs and websites that use content as a main format make it a hot topic for any marketer and content creator. But it is an adapting field like any other, and you might be worried that you’re not exploiting the method as much as you should be.
Content Strategy Versus Content Marketing
There has been a lot of talk lately about content marketing, especially since blogs have become so ingrained with other social media. There has also been a lot of talk about content strategy. The obvious question becomes: What is the difference between the two? Are content marketing and content strategy the same thing?
Not really. A better way to explain the way the two differ is to say that content strategy is the process of developing a plan for marketing a product, website or concept. Content marketing, on the other hand, is a tool that can be used to carry out that strategy.
Developing Your Content Strategy
The process of developing a content strategy begins by understanding the parameters of that strategy. You have to find what your target demographic is, keywords that are relevant and beneficial for use, what kind of content will rate highest with users and ways that you can push content and increase visibility.
It will include a rundown of popular platforms that you will utilize in the course of your strategy. These platforms might include Facebook, Pinterest, Twitter, LinkedIn, StumbleUpon, Flickr, YouTube, your blog and anything else you find useful. Each should have their own form of content production and distribution.
Another part of developing this strategy will be finding ways to engage your users. Which is where content marketing comes in.
Using Content Marketing
This is one of the tools that relates to your overall content strategy. There are many ways in which you can use it to your benefit, but the basics are:
- Creating high quality content for various sources.
- Using various forms of content, such as video, images, podcasts, blog posts, social media lists, ebooks, webinars and more.
- Utilizing social media to push this content.
- Making connections with others to share content, such as guest blogging or guesting on podcasts.
Remember that content marketing is all about how you package and present content for the user to enjoy.
Further Education: Content Marketing Books
The best thing you can do is get the advise of an expert on the topic. Below are some good content marketing books.
1. Content Strategy For The Web
Kristina Halvorson is not only an accomplished author of some very informative books on marketing, she is also the CEO and Founder of Brain Traffic.
Being well known for her content marketing strategies, which she has incorporated into her own successful company, Content Strategy For The Web brings all of that expertise into one place.
The second edition is now out, so check it out.
2. Managing Enterprise Content: A Unified Content Strategy (2nd Edition)
Another book that has been released in second edition, this fantastic guide on content strategy was written by two experts in the field.
Ann Rockley is the Founder and President of The Rockley Group, and Charles Cooper is an accomplished author with quite a few books under his name.
This book not only covers the importance of content, but also a unified strategy for exploiting new platforms for viewing it, such as mobile Web technology.
3. Clout: The Art and Science of Influential Web Content
When considering Web influence, there is a good chance your mind goes immediately to more modern social media, such as Facebook or Twitter.
As it should, since this is a primary means of both increasing and establishing influence around the Internet. But content is also an important factor and one that is often neglected.
Colleen Jones discusses the importance of content in the world of online clout.
4. Content Rules
Do you want to know how to make content of all kinds, no matter what the medium?
Ann Handley and C.C Chapman have you covered with this extensive guide. Learn the ‘rules’ for creating great blog posts, podcasts, videos, ebooks, webinars, conferences and much more than have a focus of engaging customers for business growth.
5. Managing Enterprise Content: A Unified Content Strategy
Another great book by Ann Rockley, this book looks at the way that social media and other Web platforms have changed the way users search for and view content. Then it presents simple guidelines to improving your own content to match this demand.
To the point, thorough and well written, this is a must for any content marketer’s reading list.
6. Get Content Get Customers: Turn Prospects into Buyers with Content Marketing
This unique partnership created a very unique book. Joe Pulizzi is obsessed with all things content marketing and he swears by its effectiveness.
Newt Barret is a marketing veteran. Everything here is less about visibility and more about using content marketing for direct sales.
It is great for ecommerce use of content marketing.
7. The Elements of Content Strategy
You can get this book cheap in ebook form, which is one of many of its benefits. Written by Erin Kissane, it breaks content marketing down into more manageable explanations, looking at the overall strategy of its use.
You will get a true understanding of what content marketing is, how it became popular, why it should be used today and how to do it properly.
Do you know of any good content marketing books out there?
Content Photo via Shutterstock
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Great list. I think I’ll buy all that I don’t own or haven’t read.
But I must encourage you to consider Andy Crestodina’s Content Chemistry: An Illustrated Handbook for Content Marketing.
Great ideas for creating and promoting your content!
Thanks! Definitely going to read that one next!
I read “Content Rules” and was disappointed.
Instead, I would recommend “Managing Content Marketing” by Robert Rose and Joe Pulizzi — because it’s more of a practitioner’s guide to the topic.
Thanks for the feedback! I’ll surely take a look at “Managing Content Marketing” now!
Awesome list Ann! I’d recommend Arnie Kuenn’s book for consideration – “Accelerate!: Move Your Business Forward Through the Convergence of Search, Social & Content Marketing”. If you’re interested in reading it let me know, we’ll send you a copy!
Sounds great, Kaila! Let’s do that!
Trevor
I like your distinction between content strategy and content marketing. As a newbie blogger, it’s nice to see some of these things defined. All these terms that are constantly thrown about by those in the know can be pretty damn confusing for those of us who are new to the scene.
Thanks for clearing up a bit of the fog.
Cheers!
Thanks for stopping by and reading it, Trevor!
might I somewhat immodestly suggest my own book, “Content Marketing”?
http://www.amazon.com/gp/product/0789748371/
Aira Bongco
Content marketing is a must these days. It is not enough to have a website with a product. There should be some content that supports that.