Content Marketing is being used by all companies small, medium or large to their advantage. It is one of the most popular forms of Digital Marketing these days. In this blog, we will compare Content Marketing vs Performance Marketing and find out which will work best for your brand. This will help you in opting for one or both.
So, let’s get started without wasting time!
We will begin with the basics and then compare the two.
Table of Contents
What is Content Marketing?
Content Marketing is a long-form marketing strategy, also known as the art of storytelling. It involves creating, publishing, and distributing valuable and relevant content to the target audience.
It is meant to establish brand authority and build long-term relationships with the target audience.
Different Types of Content Marketing
Different categories of content can be used for Digital Marketing purposes. Let’s discuss each of these content marketing strategies.
Blogs
Businesses make use of long form or short form articles to educate customers about their products/services or like them to keep them engaged with articles on trending topics and products. These articles are written by business houses mostly for their own websites but some of them may be published on other websites to get backlinks.
Mostly they are in the form of text but may include videos, info graphics and photos for user engagement and better understanding.
Videos
You all know that many people do not like to read long texts and would rather watch a video instead. Platforms like YouTube or TikTok have become popular as they provide visual content, which is preferred.
Videos are also used by businesses to show product demos or testimonials to engage their target audience. They can also be posted on social media platforms to increase their reach.
Podcasts
Podcasts are forms of audio content that are used to reach niche audiences. Businesses can invite influencers as guests and interview them on specific topics.
Podcasts can also be about customer stories, case studies, and industry trends to connect with the audience. Many businesses do not use this form of content as they are not sure how to use audio-only resources. However, podcasts are increasingly becoming popular as a marketing tool.
Social Media
You know the popularity and reach of social media, and it is no surprise that it is being used by businesses to good effect. Businesses choose social media marketing platforms based on their requirements, although Instagram, Facebook, and YouTube are the most used ones.
For audiences who may not visit websites or read emails, businesses can reach out to them about new products or updates via social media. Additionally, social media users are encouraged to share this content with their friends on social media, further increasing a business’s reach.
What is Performance Marketing?
Performance Marketing is an approach, which is result-oriented and in this brand pay for clicks, leads, or conversions directly. It makes use of multiple digital mediums like search engine advertising, and affiliate marketing.
Performance Marketing also includes paid media marketing like Google Ads and Meta Ads. It includes setting performance based goals like generating leads, increasing conversions and driving website traffic.
Different Performance Marketing Channels
Let’s have a look at different performance marketing strategies or channels which can be used by a brand to their advantage.
Paid Search
This is the name given to ads you generally see on platforms like Google Ads. When you search for a particular term, the top few results are marked “sponsored” as these businesses have paid for this spot.
However, they pay only when someone clicks on that spot or hovers over it.
Email Marketing
Most standard email marketing platforms are not based on pay-per-conversion billing and generally offer monthly subscriptions. However, email marketing campaigns allow tracking of key metrics like open rates, click-through rates or conversion rates, which help you in evaluating your performance.
For a “pay only when a sale happens” model, you need to work with an affiliate agency or partner who manages the emails and uses their own mailing lists. You have to pay in the form of commission when a particular sale occurs.
Native Advertising
Native ads refers to a type of paid content that is created in accordance with the design of the website, where it will be shown to the audience. They do not stand out like a banner but rather take the style of editorial articles or social posts.
In this type of campaigns, advertisers do have some control over categories or types of websites their ad would appear. However, they cannot individually choose domains. At present, many native advertising platforms offer tools for choosing audience interests, topics, or exclusions.
Social Media Advertising
Most of you would be having Instagram, Facebook, and/or LinkedIn accounts and know about their unique features. These social media platforms enable marketers to target a particular age group, interest or behavior.
You need to have clearly defined buyer personas to make use of this market research in performance marketing campaigns on social media platforms.
Influencer Marketing
Influencers are popular netizens, celebrities, or experts who have a massive following and can convince large groups of people.
You should choose an ideal influencer whose audience is very similar to your target audience. This will ensure that there is an increase in conversions and connections with potential customers. A right influencer will also be glad to partner with you and help you grow.
Content Marketing vs Performance Marketing
So, now you have a good idea about both Content Marketing and Performance Marketing. Let’s compare Content Marketing vs Performance Marketing to know which one is most suited to your brand.
Both Content Marketing and Performance Marketing has its own advantages, you can use either of them or a combination of both.
Content Marketing builds brand authority and relationships through storytelling and education. Alternately, Performance Marketing deals with tangible results. It is more suited for getting immediate leads and conversions.
Wrapping Up
Digital Marketing is being used extensively these days by businesses to promote their products/services. Both Content Marketing and Performance Marketing are Digital Marketing strategies and have their own pros and cons.
Your brand has its own characteristics and target audience which are unique. Hence, you need to take everything into consideration, including your requirements and then make a decision about whether to go for Content Marketing or Performance Marketing or a combination of both.
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