Have trouble explaining Content Marketing to others? Or how Content Marketing is different from Inbound Marketing? What about the difference between Content Marketing and Content Strategy?
Here, we explain Content Marketing vs. Inbound marketing with a simple fishing analogy.
Bait Fishing = Inbound Marketing
Imagine one of our prehistoric ancestors, let’s call him Mr. Caveman, is trying to catch fish by the river.
Mr. Caveman has already tried fishing with a spear and net, but hasn’t had much luck. He has a bright idea of attracting the fish to him with bait.
Mr. Caveman makes a hook and puts a worm on it. Pretty soon, he’s catching fish as fast as he can throw the line in.
Inbound Marketing is like fishing with bait.
Hooking Your Prospects
With Inbound Marketing, you create content tailored to attract the kind of prospects you want. Additionally, you target your prospects at the right time and place, when they are hungriest for that information.
Since you are giving prospects what they want, when they are actively seeking it, there is no ‘interruption’. Prospects will happily consume your content and will remember you the next time they need information.
Finding Bait = Content Marketing
To keep up a steady supply of fish, Mr. Caveman needs a steady supply of bait. At first, he just uses worms, but soon realists different types of fish prefer different bait, like prawn or corn.
Content Marketing is like finding the right bait to fish with.
Producing Targeted Content
Content marketing is the process of creating content. The aim of content marketing is to produce enough quality content to support marketing strategies such as Inbound Marketing.
Each piece of content must be highly targeted, i.e. specifically written for a type of prospect (persona or segment) at a particular buying stage (awareness, research, etc).
Worm Farm = Content Strategy
What happens when Mr. Caveman starts running out of bait? Simple, he can’t fish anymore. Mr. Caveman needs a strategy to provide him with a steady supply of fresh bait.
Mr. Caveman has the bright idea of starting a worm farm. Worms breed fast! His farm will provide him with as much bait as he needs, provided he maintains the right conditions. The worm farm requires a steady supply of compost to function.
Content Strategy is like running a worm farm.
Content Strategy is the plan and the resources you put in place to produce enough quality content to fuel your marketing efforts.
It is the way you structure a production line for creating content.
And there you go – an easy way to remember how Content Marketing complements Inbound marketing and how Content Marketing is different from Content Strategy.