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Difference Between Influencer Marketing and Content Marketing

We live in an era of content marketing where content is king. In this fast-paced world, everyone is busy and to grab their attention, you have to be more interesting. Today, content is an asset that will keep generating leads as long as it’s interesting. This is where content marketing comes to the picture. Content is the connection between your customers and your company or brand. If you want your business to succeed in today’s internet-dominated, social media era, put some valuable content at the center of your marketing efforts. Influencer marketing brings in the traditional concept of content marketing and adds a little social media twist in the form of sponsored content.


What is Content Marketing?

Content marketing is a fundamental element of successful online marketing and brand-awareness that capitalizes on creating and distributing valuable, information-rich content in order to drive customer action and generate leads. Content marketing is marketing with valuable content with the sole purpose of growing your business by raising awareness of your brand or product, turning prospects into buyers and buyers into long-term leads.


What is Influencer Marketing?

Influencer marketing a form of social media marketing that amplifies the conventional content marketing promotion methods by adding a small twist to the traditional concept of content marketing. It is the art of engaging people who are popular across social media circles or who are well-known celebrities to promote their brand or product online. Advertisers have long been using celebrity endorsements as a way to increase brand awareness because trust the faces they so admire, and sometimes aspire to be like them. Influencer marketing is based on the same concept and more.


Difference between Influencer Marketing and Content Marketing


– Content marketing is a strategic marketing technique of creating and delivering high-quality, information-rich content online to a clearly defined audience in order to drive customer action and generate leads. Content is the connection between your customers and your company or brand. Influencer marketing, on the other hand, is a form of social media marketing that amplifies the conventional content marketing promotion methods by bringing in key people or influencers with a strong following in a specific niche to promote your brand or product.


– Both content marketing and influencer marketing are two different marketing strategies yet they work hand-in-hand towards a common goal – to promote the content to get the desired leads. Influencer marketing is a key part of content marketing but the key is to find which one’s right for your business. Content marketing is all about content and content is commerce which creates revenue. However, influencer marketing is more about the distribution of content rather than creating the content. The idea is to find the right influencer with a large fan following on the web and social media.


– One of the many benefits of content marketing is that you control the content – you control your narrative and find the right, valuable content that is in the best interests of your target audience. But if you’re contributing to big publications, the editors control the publication and distribution of content through blogs, videos, infographics, etc. Influencer marketing is basically the idea of celebrity endorsements combined with a content marketing campaign, so as a company, you get full control over the brand or product you want to promote.


– Content marketing is one of the most effective ways to reach your target audience but it comes in many different forms such as blogs, videos, case studies, infographics, eBooks, etc. So the cost of content marketing and its implementation basically depends on your business size, goals and above all, your marketing budget. However, content marketing costs relatively less than traditional marketing methods. In case of influencer marketing, the cost may vary because influencers range from reputed celebrities to low to mid-level social media influencer. While celebrities can charge a hefty sum for their service, a mid-level influencer can charge relatively less.


– Truly unique content that relates to your targeted audience makes your brand or product stand out because in marketing, content is the king. Great content not only represents the face of your brand but also demonstrates the true purpose of your brand. On top, good SEO practices will help convert contacts into leads. The results are often more promising in influencer marketing because known faces or influencers help to engage effectively with their audiences because it’s the face that matters rather than the message. Influencer marketing is all about trust and trust generates leads.

Influencer Marketing vs. Content Marketing: Comparison Chart


Summary of Influencer Marketing vs. Content Marketing

A good content helps to engage people at the outposts and pulls them into the website when the time is right. In marketing and commerce, content is king. Your website is the center of your content marketing universe and this is the place you want to pull people back to – with lots of unique, information-rich content to build their trust. Same is the case with influencer marketing, except you bring in an expert in the form of an influencer to promote your brand – an influencer can be a known celebrity or a popular social media sensation or just anyone with a sizable fan base across social media circles. At the ends of the day, both content marketing and influencer marketing work hand-in-hand towards a common goal – to promote the content to get the desired leads.


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References :

[0]Image credit: https://live.staticflickr.com/2501/4084794983_17ff544826_z.jpg

[1]Image credit: https://commons.wikimedia.org/wiki/File:Content_Marketing.jpg

[2]Jefferson, Sonja and Sharon Tanton. Valuable Content Marketing: How to Make Quality Content Your Key to Success. London, UK: Kogan Page, 2015. Print

[3]Sammis, Kristy, et al. Influencer Marketing for Dummies. Hoboken, New Jersey: John Wiley & Sons, 2015. Print

[4]Backaler, Joel. Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business. Berlin, Germany: Springer, 2018. Print

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