Although content marketing and social media marketing are relatively new terms, they are practically inseparable. Except perhaps in the case of Twitter with its 140 character limitation, serious social media marketing programs (those with more than 140 characters) generally require the skills of a professional content writer. Why? Because, depending on the medium they write for, professional content writers are best able to weigh, balance, and select the most effective words to use where and how.
A notable distinction between social media marketing and content marketing is the media options available to each. Social media marketing is somewhat limited by the means currently available. While those options continue to increase, the most effective outlets remain limited in number, basically Twitter, Facebook, Google+, and to a lesser extent half a dozen others. Content marketing, on the other hand, results in companies or their brands converting and producing their own media: their blogs, their videos, their electronic and conventional newsletters, their websites.
Whatever the medium, copy for serious traditional and social marketing efforts requires an effective tone, a consistent voice, plus the right motivation that results in a well-crafted call-to-action. In short, selecting just the right words doesn’t happen automatically, easily, or for everyone. Sometimes it is difficult even for professional content writers.
Professionally written content is particularly important when it comes to developing websites and blogs. Do I have a horse in this race? you ask. As a professional copywriter, a content provider, I do, in fact. But I’m not saying “Hire me.” The point of this discussion is this: if there is a problem with their car, most people visit a mechanic, a professional in auto repair. If they have a toothache, most people don’t do DIY dentistry. They will answer about a dentist, a professional to fix the bad tooth. Need words (marketing content) for a sales letter, direct mail package, print ad, brochure, website, or blog? Hire a professional content writer, even if it’s just for a project.
Long-form marketing efforts—those that require more than a minute or two to read, watch, listen to, or read, including eBooks—are best created by professional content writers, either on staff or as service providers. external. Unlike the dual goals of social marketing—building brand awareness along with customer retention and satisfaction—content marketing focuses more on creating demand, making sales, and generating revenue.
Will companies benefit more from social media marketing than from content marketing? Much will depend on the company and its marketing goals, but judicious use of both will surely be the most effective option.
