This seems like a simple question to answer, right? But the answer boils down to who you ask and how you define content marketing.
Zara Curtis, Director of Content for IAG, says, “no” content marketing is not advertising. Okay, fair enough – after all, the phrase has the word “marketing”, in it so it can’t be advertising, too, right?
She goes on to describe advertising as “tell and sell”, and content marketing as “tell stories and show.” This seems reasonable enough, however it’s not quite that simple. This description makes it sound like content marketing is only top-funnel content. It’s not.
Definitions Matter
Google’s “Instant Answers” defines content marketing as:
“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
That definition aligns pretty closely with how Zara describes content marketing above. One could also simply look at the three forms of media for guidance – paid, earned and owned. Paid would certainly be advertising, earned would be PR, and owned would be content marketing? I’m not sure that does the question in the title of this article any justice either.
Differences Between Marketing and Advertising
Marketing covers many functions, such as market research and product design. Advertising, in contrast, focuses on the paid promotion of products. Marketing strategies include planning and analysis. Advertising specifically targets raising awareness through campaigns.
Role of Content in the Customer Experience
Content marketing plays a part in every stage of the customer experience, from building awareness to nurturing the decision-making process. By providing meaningful and engaging content, brands can foster trust and guide potential customers toward informed purchasing choices.
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