Content marketing. Brand marketing. Words we know. But do we understand them?

Even with seemingly simple terminology, it’s easy to get lost.

Today, we’re I’m tackling two big (fundamental) marketing terms: content marketing and brand marketing.

For many marketers, the line between these two strategies blur. But a good marketer knows the difference. And how to leverage both to create a winning marketing campaign.

Let’s start with the basics of content marketing vs. brand marketing.

What’s the difference between content marketing and brand marketing?

Content marketing builds relationships through valuable information. Brand marketing shapes perceptions by building your company’s identity.

I’m dying to use a dad joke (clear as mud) here.

Let’s get into more basics on each of these marketing ideas.

Content marketing 101

Content marketing focuses on producing and distributing content that solves problems. 

For example, a blog on “The Top 10 Ways to Make Money Online” answers a reader’s question about how to make money online. 

Similarly a podcast on “Mastering the Art of Self Promotion” aims to solve a listener’s problem of selling themselves. I’m listening to this one now – great podcast for my freelancing friends.

In summary, content marketing is the process of making and promoting content to build awareness and attract clients. It’s usually part of a larger strategy (like brand). 

Now onto the difference between content marketing vs. brand marketing.

Brand marketing 101

Brand marketing is your plan to build recognition of your company and shape an emotional connection with your audience.

For example, Patagonia’s commitment to the environment is an example of brand marketing. The company showcases this by donating its profits (and using marketing channels to talk about it). If you’re familiar with the brand, you remember that they launched a campaign called “Don’t Buy This Jacket.” This unconventional marketing approach encouraged consumers to think twice before buying new clothes. Patagonia’s brilliant campaign supported sustainability over mindless consumerism.

And it worked. Sales increased by approximately 30% in the nine months following the ad.

Patagonia’s brand marketing touting its commitment to the environment checks all of the boxes. It clearly demonstrates what the company values (the planet) and draws in people with similar values (their audience).

Patagonia uses its channels (website, social media, and emails) to talk about its sustainability values as a company. Content like this helps prospective customers understand and trust their brand.

And this is where content marketing comes into play. It’s one of the tactical ways you market your brand to an audience. So, content marketing is part of a brand marketing strategy.

And now that we’ve gone over content marketing vs. brand marketing, let’s look closer at the content piece. Specifically, one of the major pitfalls of content marketing.

Where most marketers go wrong with content marketing

One major part of content marketing that many marketers get wrong is making it overly salesy.

Content marketing is not about selling. It’s about creating informative, engaging content that positions your company as a thought leader. Your content should provide value. Period. 

Nothing turns a prospective client off sooner than a LinkedIn post that sells. 

For example, one that says “Are you or anyone you know currently looking for a new and engaging way to impact their teams outside of traditional Learning and Development? I’d love to chat more about how we are able to support those L&D initiatives for 2024.”

Gross. Boring. Skip to the next post.

Think of it like this: You meet someone awesome at a conference. You don’t jump straight into selling them your product, right? You chat, learn their background, buy them Starbucks, and potentially offer helpful advice. Eventually, maybe they’d be interested in buying your product after developing that relationship and getting to know you. But only after building a relationship. 

Content marketing is equivalent to that initial chat. It lets people know who you are without jumping down their throats with a sales pitch.

4 ways content marketing supports your brand

By creating valuable content, you can build a strong, recognizable brand that people trust and connect with. 

Here are four ways that content marketing supports your brand.

1. Shows you know your stuff: Create blog posts, social content, or infographics that showcase your expertise. People see you as a reliable source, not just another sales team.
2. Connects you with the right people: The right content attracts the right audience. When you create content that addresses your ideal customer’s pain points, they’re more likely to find you and see you as a solution.
3. Builds trust and credibility: Consistent, valuable content positions you as a thought leader. People start to trust your advice and see you as an authority in your industry.
4. Makes your brand more human: Content marketing lets you tell your company’s story, share your values, and showcase your culture. This humanizes your brand and creates a connection with potential customers.

Steps to build a content marketing plan

1. Know your audience (who you’re talking to)

Before creating content, identify your ideal customers. Develop buyer personas. Profiles like this outline their demographics, job titles, challenges, and goals. What do they struggle with? How can your product or service help them? Understanding your audience is key to crafting content that resonates with them.

2. Define your goals

What do you want to achieve with your content marketing? Please don’t say going viral. 

Do you want to improve brand awareness, educate readers, or drive website traffic? Having clear goals keeps your content focused and measurable.

3. Audit your content

This is optional, but if you have an established content marketing strategy, take note of what’s working. Similarly, what kind of content are you missing? Looking at your competitors can help.

A content audit helps identify gaps and opportunities for improvement.

4. Brainstorm content ideas

Based on your audience and goals, brainstorm content ideas that will inform, educate, and engage them. Think about long-form content like blogs, case studies, white papers, and infographics. These are also beneficial because you can repurpose them into social posts (YAY more valuable content).

5. Develop a content calendar

Plan your content creation. Schedule your content across different channels (website, social media) and assign deadlines. A content calendar ensures a steady flow of content and helps you stay organized.

6. Optimize for search engines (SEO)

Help potential customers find your content. Integrate relevant keywords throughout your content to improve search engine ranking. SEO copywriting is key to increasing your website traffic (and there’s a lot more to it than keywords).

7. Promote and distribute your content

You’ve done the hard part. You’ve created content. Now, get eyeballs on it. Share your content on social media, promote it through email marketing, or explore paid advertising options to reach a wider audience.

8. Analyze and adapt

Lastly, listen to your data. Track your content’s performance. See what’s resonating with your audience and what’s falling flat. Use analytics to identify areas for improvement and adapt your strategy accordingly.

Your turn! Create content that supports your brand

Content marketing supports brands but of course, producing it is easier said than done. It requires significant planning and consistency. But the long-term payout of an engaged audience makes it worth the effort.

Need help creating and executing your content strategy? I’m here to help! I hate selling so I’ll make this quick.

Hi, I’m Lindsay. I help B2B brands connect with audiences by producing quality, purposeful content. Contact me to chat about copywriting and content services. Follow me on LinkedIn for other ramblings.