{"id":12496,"date":"2022-01-13T19:00:15","date_gmt":"2022-01-13T19:00:15","guid":{"rendered":"https:\/\/jboitnott.com\/?p=12496"},"modified":"2022-01-17T19:17:27","modified_gmt":"2022-01-17T19:17:27","slug":"content-marketing-inbound-marketing-and-digital-marketing-whats-the-difference","status":"publish","type":"post","link":"https:\/\/jboitnott.com\/zh\/content-marketing-inbound-marketing-and-digital-marketing-whats-the-difference\/","title":{"rendered":"Content Marketing, Inbound Marketing, and Digital Marketing: What\u2019s the Difference?"},"content":{"rendered":"<p class=\"graf graf--p\">Content marketing, inbound marketing and digital marketing: These three phrases are often used interchangeably, but they don\u2019t refer to the same thing. This can create confusion when implementing your brand\u2019s marketing plan.<\/p>\n<p class=\"graf graf--p\">These strategies do share some things in common. They\u2019re all designed to grab user attention, <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/what-is-brand-awareness\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/what-is-brand-awareness\/\">build your brand<\/a>, increase traffic, attract qualified leads and ultimately convert casual <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/databox.com\/converting-trial-users-to-paid-customers\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/databox.com\/converting-trial-users-to-paid-customers\">users into paying customers<\/a>. However, they are individual concepts, each with its own sets of advantages and drawbacks. Here\u2019s how they work together to cover all your online marketing basics.<\/p>\n<h2 class=\"graf graf--h3\">Content marketing: It\u2019s all about the\u00a0content<\/h2>\n<p class=\"graf graf--p\">Content marketing is the strategic use of valuable information, conveyed in text, graphics, video, audio or a combination of these, designed to build brand awareness and attract a prequalified audience of users who are interested in your products and services. <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/more-words-more-money\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/more-words-more-money\/\">Longer text-based content<\/a> tends to rank well in organic search results but shorter, snack-sized content also works well.<\/p>\n<p class=\"graf graf--p\">Examples of content marketing include:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Blog posts<\/li>\n<li class=\"graf graf--li\">Articles on Medium<\/li>\n<li class=\"graf graf--li\">Videos shared on YouTube<\/li>\n<li class=\"graf graf--li\">A podcast<\/li>\n<li class=\"graf graf--li\">Infographics<\/li>\n<\/ul>\n<h3 class=\"graf graf--h3\">Advantages of content marketing<\/h3>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Requires you to focus on your audience and their perceived needs<\/li>\n<li class=\"graf graf--li\">Build trust with users by fulfilling those needs through the content you create<\/li>\n<li class=\"graf graf--li\">Targeted audiences demonstrate less resistance to valuable content that doesn\u2019t directly \u201csell\u201d<\/li>\n<li class=\"graf graf--li\">Well-crafted content is more likely to stand out in a crowded field and grab attention<\/li>\n<li class=\"graf graf--li\">Scalable as your brand grows<\/li>\n<\/ul>\n<h3 class=\"graf graf--h3\">Drawbacks of content marketing<\/h3>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Requires a substantial investment of either time or money<\/li>\n<li class=\"graf graf--li\">Creative content requires skilled and experienced content creators, no matter what medium you\u2019re exploring<\/li>\n<li class=\"graf graf--li\">Can take a long time to bear fruit<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">Digital marketing: A variety of\u00a0channels<\/h2>\n<p class=\"graf graf--p\">Digital marketing refers to <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.creatopy.com\/blog\/marketing-promotion-strategies\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.creatopy.com\/blog\/marketing-promotion-strategies\/\">tactics of promotional marketing<\/a> and advertising that use purely digital channels. In some contexts, certain aspects of content marketing also qualify as digital marketing. For example, performing SEO on a written blog post or <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/explainer-video-tips\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/explainer-video-tips\/\">creating an explainer video<\/a> could be categorized as either content marketing or digital marketing, or both.<\/p>\n<p class=\"graf graf--p\">Examples of digital marketing include:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">SEM<\/li>\n<li class=\"graf graf--li\">PPC<\/li>\n<li class=\"graf graf--li\">Social media marketing<\/li>\n<li class=\"graf graf--li\">Email marketing<\/li>\n<li class=\"graf graf--li\">Guest blogging outreach<\/li>\n<li class=\"graf graf--li\">SEO of existing content<\/li>\n<\/ul>\n<h3 class=\"graf graf--h3\">Advantages of digital marketing<\/h3>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">A broader digital marketing strategy lets you pivot your focus where you need it and add channels fairly easily.<\/li>\n<li class=\"graf graf--li\">Digital marketing does not require much skill or experience. However, for optimized campaigns, skilled copywriters and graphic designers help paid ad consultants create the best results.<\/li>\n<li class=\"graf graf--li\">It\u2019s possible to see results fairly quickly.<\/li>\n<\/ul>\n<h3 class=\"graf graf--h3\">Drawbacks of digital marketing<\/h3>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">There\u2019s a fine line between permission-based tactics and intrusive ones, with many individuals resistant to intrusive variations like pop-up ads, even though they\u2019re often effective.<\/li>\n<li class=\"graf graf--li\">Technological updates and policy changes can render prior iterations ineffective (ad-blocking software, cookieless targeting and tracking, etc.)<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">Inbound marketing: Based on user\u00a0opt-in<\/h2>\n<p class=\"graf graf--p\">Inbound marketing comprises those methods and tactics that require the prospect\u2019s permission before landing in their sphere of awareness. As a phrase, it\u2019s used to distinguish permission-based marketing techniques from more advertising efforts.<\/p>\n<p class=\"graf graf--p\">Outbound marketing demands attention and is intrusive. Think of brochures hung from your doorknob or tucked under your windshield wipers, for example, or billboards that hug the side of the highway as you drive by. The user didn\u2019t ask for any of those experiences. Rather, the brand pushed the message out to a wide audience.<\/p>\n<p class=\"graf graf--p\">By contrast, <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/what-is-inbound-marketing\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/what-is-inbound-marketing\/\">inbound marketing<\/a> is inviting and nonintrusive. It puts the user in control by opting in to receive content from your brand.<\/p>\n<h3 class=\"graf graf--h3\">Advantages of inbound marketing<\/h3>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Inviting<\/li>\n<li class=\"graf graf--li\">Puts the power in the hands of the user<\/li>\n<li class=\"graf graf--li\">Results in more qualified leads and more efficient campaigns<\/li>\n<\/ul>\n<h3 class=\"graf graf--h3\">Drawbacks of inbound marketing<\/h3>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Requires more thought and customization<\/li>\n<li class=\"graf graf--li\">Segmentation is key but adds technical complexity<\/li>\n<li class=\"graf graf--li\">Outbound is simpler and easier<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">What\u2019s the right choice for your\u00a0brand?<\/h2>\n<p class=\"graf graf--p\">The short answer is that most brands can benefit from all three strategies, plus a few outbound methods\u200a\u2014\u200athey\u2019re not necessarily a bad thing, and they definitely can be effective.<\/p>\n<p class=\"graf graf--p\">Take radio for example. Loud, catchy radio ads may feel at first like an intrusive bit of outbound marketing. But, as many people who enjoy radio will tell you, they know they\u2019re getting the music, sports, news, or other programming for free. Ads are just an accepted part of the experience, and almost become a form of inbound marketing. That\u2019s because people give their permission to receive the ads just by listening.<\/p>\n<p class=\"graf graf--p\">Overall, when properly implemented, the combination of digital marketing with content marketing tactics is greater than the sum of those valuable parts. When you frame that approach with an inbound strategy, you appeal to a varied assortment of user personas. Round out that plan with a few targeted outbound techniques, and you\u2019ll make the biggest, deepest impact possible on your prospects.<\/p>\n<h2 class=\"graf graf--h3\">Putting it all\u00a0together<\/h2>\n<p class=\"graf graf--p\">Now that we have a fuller understanding of how these three strategies differ, as well as what they share in common, we can begin to sketch out how they work together in support of a single brand.<\/p>\n<p class=\"graf graf--p\">As an example, let\u2019s use a hypothetical B2C company that sells skincare to women with sensitive skin. The company\u2019s goals include raising brand awareness and ultimately increasing sales of its core three-product starter kit. To accomplish these goals, the company has embraced an inbound strategy, including both content marketing and other forms of paid and organic digital marketing. It\u2019s created a basic marketing funnel that includes a free two-week trial of its products.<\/p>\n<p class=\"graf graf--p\">How can our hypothetical business put all the pieces together in a cogent, practical way that moves it closer to its goals?<\/p>\n<h3>1. Start with content<\/h3>\n<p>The company\u2019s marketing team commissions an experienced content marketing writer to draft a useful how-to piece of over 2,000 words long about 11 things that aggravate sensitive skin. When the piece is polished and proofed, the company publishes it on the brand blog.<\/p>\n<h3>2. Promote the content<\/h3>\n<p>The brand\u2019s marketing team works to promote the piece using social media and targeting skincare influencers through outreach emails. The piece begins to attract attention.<\/p>\n<h3>3. Refine the article<\/h3>\n<p>As the article gains traction, the marketing team makes sure the piece is refined and perfected, using the conversations it\u2019s monitored on social media (especially on influencers\u2019 accounts) to augment and update the piece accordingly. It also ensures the piece is optimized for search using primary and secondary keywords identified through <a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/backlinko.com\/keyword-research\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/backlinko.com\/keyword-research\">keyword research<\/a> and social media listening.<\/p>\n<h3>4. Boost the article<\/h3>\n<p>Using paid digital marketing tactics, the company boosts the article\u2019s reach through paid social media advertisements (particularly on Twitter and Instagram, where it\u2019s seen the most active engagement), boosted posts through its Facebook page, and paid search ads (search engine marketing, or SEM).<\/p>\n<h3>5. Capture leads<\/h3>\n<p>When users arrive at the newly optimized page, as they\u2019re preparing to exit out, a pop-up invites them to join the company\u2019s email list to receive a free ebook that discusses how women can respond to and treat those 11 triggers for sensitive skin. The subscribers are added to the email list and given a download link for the ebook.<\/p>\n<h3>6. Start delivering an email sequence<\/h3>\n<p>All new subscribers are emailed a sequence of messages that build interest in the company\u2019s products, culminating in an offer for a free trial of the core regimen. Those samples are delivered to the prospects through a shipping company or the USPS. Two weeks later, the recipients of the trial receive an email message with a promo code offering a discount on the full-size products.<\/p>\n<p class=\"graf graf--p\">This sequence helps fill the marketing funnel and move prospects along the path towards a purchase. It uses an inbound methodology and incorporates content marketing that\u2019s then promoted and built upon by digital marketing strategies. While it\u2019s a simplified path, you can borrow it as a template. Build on it by expanding the tactics to reach your brand\u2019s specific audience.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"graf graf--p\"><strong><em>Thanks for reading! Do you want to create thought leadership articles like the one above? If you struggle to translate your ideas into content that will help build credibility and influence others, sign up to get John\u2019s latest online course \u201c<a href=\"https:\/\/jboitnott.com\/zh\/writing-from-your-voice-course\/\">Writing From Your Voice<\/a>\u201d here.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Content marketing, inbound marketing and digital marketing: These three phrases are often used interchangeably, but they don\u2019t refer to the same thing. This can create confusion when implementing your brand\u2019s marketing plan. These strategies do share some things in common. They\u2019re all designed to grab user attention, build your brand, increase traffic, attract qualified leads [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[258],"tags":[316,708,995,171,288],"class_list":["post-12496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-content-marketing","tag-digital-marketing","tag-inbound-marketing","tag-marketing","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content Marketing, Inbound Marketing, and Digital Marketing: What\u2019s the Difference? - John Boitnott<\/title>\n<meta name=\"description\" content=\"Marketing teams often use the terms &quot;content marketing,&quot; &quot;inbound marketing&quot; and &quot;digital marketing&quot; interchangeably. 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