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March 1, 2013

7: Content Marketing vs. Inbound Marketing: The Winner? CONTENT!

7: Content Marketing vs. Inbound Marketing: The Winner? CONTENT!

Move beyond the semantic differences of content marketing and inbound marketing and learn about the central role that content will play in your social media marketing.

 

Transcript

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take, take, take, take enjoyment. Welcome to social business Unplugged, Helping you understand in plain English how to best leverage social media for your business. And now here's the founder of Windmill networking, Neil Shaper. Greetings, everybody. This is Neil Schafer from Women Networking and welcome to another episode of Social business Unplugged. Today. I want to talk about the role of content in your social media marketing. You know, whenever I speak on social media, content, obviously plays a central role in how you engage in social media on whatever social network it might be, or whatever community you're trying to reach out to in recently within windmill networking. And this great cast of contributors and thought leaders that we have is bloggers. The never ending debate over the difference between content marketing and inbound marketing came up, and it's funny because when I present on social media, I used both terms, I believe, and just to set the record straight. And I think Bob Gellar, who is are contributing blogger on content marketing who help set me straight, and he acts as a great block post about content marketing trends in 12 4013 sort of clearing up the confusion that you should definitely check out, but basically thinking about content marketing, inbound marketing, first of all, before inbound marketing. And I should say that inbound marketing is the name of a book. The book is one of the classic sort of social media slash Internet marketing books that are out there. It was made by the founders of Hub Spot so you could consider inbound marketing a brand and content Marketing is a discipline that was founded by Joe Policy, otherwise known as Hunter Joe and his Content Marketing Institute. And if you just do a search for content marketing versus inbound marketing, you're just gonna find a ton of content about it. But Visa VI, social media, social media was made for people. So as brands, as companies, as institutions and organizations, you need to have conversations with people, don't you? And depending on what your objective is, or obviously what your target demographic is, who the stakeholders are out there in the public content is one way in which you engage, and I have a very, very broad definition of content when it comes to social media. I'm not just talking about block posts or videos or podcasts or posting links. Content could be in the form of a campaign in the form of an event in the form of a question in the form of a fill in the blank, in the form of just a status update in the form of a discussion like what you'd see it linked in groups. So the conversation itself is content. And while some of that content may be directly related to your products and service is in your company, sometimes that content is curated from third party sources. Sometimes that content is just for the sake of engagement, and through engagement we increased red drink. We deepen our relationship with the community, and our followers won't have you. So content is really used across a lot of different levels and social media and content marketing. And although it has the word marketing behind, it is really the use of content to help your customers and potential customers from you know every single way through the marketing funnel, from creating awareness for your company all the way to providing content as a service to your current customers to help support them. So if you compare that with inbound marketing in its raw form. If you read the book, you know what I think I actually have my copy of the book nearby, and I wanted to bring it out. But the idea of him about marketing and like I said, I wish I had the book in front of me right now was really about how to get found online. Social media, ASIO, blogging. What have you and they're forgetting found, is more of what we would call brand awareness. It doesn't really go as far into the fuller definition of content marketing from my perspective, you know, content to sort of one of the key drivers of what businesses do in social media. Because that's how you engage. That's how you share. That's how you communicate one way or another is through content. So, social media marketing, content marketing? Absolutely not, and I don't think it's worthy of debate. You know, whether you want to use content marketing whether you want to use inbound marketing, just knowing that the use of content is gonna be critical to your social media marketing, which is another reason why the best way to be effective in social media marketing is to be able to provide that content in house and last podcast. I talked a little bit about the insourcing of content. It's really all the stories that you have of the people in your company, of how you've helped clients, customer service in quarries, anecdotes that you hear from clients and what have you. There is just so much content that can be repurposed in shared as block posts or as any of these other types of content and social media that I mentioned. I should also point out that my view on content is very much shaped by my experience as a B to b sale slash visit of slash marketing executive where, you know, in a B to B perspective, when I was trying to sell, whether it be semiconductors, whether it be embedded software or IPTV middleware. And this up of these words air above a lot of your heads. If you're not an engineer, but really that from a B to B perspective that buyers perspective buyers based of decisions on information, and it's not like a business to consumer cell where you have reviews on Amazon or on yell pour on all of these different sites be to be a lot of these, especially the technology industry. These are very, very niche products markets, that there are a lot of companies that use the products for, and therefore there really is no review community out there. It's based on how much information you can get an analyze, and therefore, I always made it my objective when I met with a customer to always provide them a new piece of information. Now this is before the era of social media. It was really before the era of content marketing. You know, we're talking about the Internet at an earlier age where there just wasn't that much. Information available about products and service is as you have now, but by providing that content that, in essence, waas the engaging factor. So whenever I visited a client, I always wanted to make sure that I had something new, a new piece of information to provide that client and by making sure that I had that I knew that the client would always want to see me, would be expecting me in anticipation and that content, that resourceful information that I could provide them whether it was based on my own company's new product or service is how our clients were using them or industry information. That was the key to my engagement with that customer and building a deeper relationship, which at the end of the day lead to more trust and more business for me in my company and that my friends and listeners really is. What I see is the role of content in social media. Marketing is doing that exact same thing on a global scale now from one too many instead of a 1 to 1 closed environment of having physically go and meet someone like we had to do in the old days. So hopefully I didn't age myself with this podcast. But thank you again for listening, and I welcome and appreciate all comments he might have. Appreciate your ratings on iTunes. Feel free to engage with me on social media and make it a great rest your day. Neil Schaefer signing out. Bye bye, everybody. You've been listening to social business. Unplug with meal shaper, social media author, consultant, speaker and university professor. If you'd like any specific topics covered on future episodes or if you'd like to be interviewed for this podcast. Please connect with meal by email meal at windmill networking dot com on Lincoln at Lincoln dot com slash in slash meal Schaefer and on Twitter at Neil Shaper, please also visit windmill networking dot com for daily social media for business updates. Thanks for listening and make it a great day.