Content Creation & Content Marketing: Key Distinctions for B2B Marketers

on October 14, 2015

Content Creation & Content Marketing: Key Distinctions for B2B Marketers

B2B marketers understand the value of developing a content marketing strategy, but when it comes to the creation and the syndication of content, they may be divided on where to spend their time. 86% of B2B Marketers are using content marketing, and 55% plan to increase content marketing spend in the next year. When it comes to the budget and the time you’ll spend on your marketing strategy, are you focusing more on content creation or content marketing? Are you aware of the key distinctions between the two?

To put it simply, content creation is content that is valuable and engaging to your audience. Content marketing is the distribution of your content to increase visibility and audience engagement. Think of content creation as writing in a journal, whereas content marketing is getting that journal entry published in the New York Times.  Let’s discuss the differences below and how B2B marketers can use social media to enhance their content marketing strategy.

Content Creation

B2B marketers recognize that content is king in the field of marketing and many marketers make the mistake of thinking they need to produce the maximum volume of content with their available resources.  Seventy percent of content marketers are creating more content than they did a year ago, but that doesn’t mean a larger engagement level. It is not about the volume, but about how well the content is produced and how interesting it is for your audience.

While 87% of B2B marketers use social media for content marketing, fewer marketers understand its potential for helping you create engaging content. Instead of content creation being fueled by the whims and opinions of your content team, it should be driven by real insights into what your social media audience is interested in.

There are a number of factors to consider when trying to create content that increases engagement:

Content Marketing

You can have compelling content created, but if you are not leveraging it properly, it could disappear into the depths of the internet. It could get lost in the average 6,000 tweets per second that occur, or just completely miss your audience. You want to be maximizing your brand’s online visibility while also attracting potential customers.

Content Creation & Content Marketing Together: A Cohesive Marketing Strategy

69% percent of content marketing lacks quality; on the other hand, valuable, high-researched content can go unnoticed. Your marketing content strategy needs to include a realistic amount of useful content you can produce, and also a reasonable amount of sources to syndicate the content to.

You cannot have successful content marketing without first having targeted and focused content creation. Your article would not be published in the New York Times without first taking the time to study your subject and create something valuable and engaging. A successful marketing strategy does not simply grow overnight, but takes time and testing with content and platforms to determine how best to target your audience.

Does your social media strategy make use of content creation and content marketing? How do you manage them both? Let us know in the comments below!

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