While other strategies focus on how many times an ad or campaign should be exposed to the consumer until they make a purchase, in content marketing that doesn’t matter. Do you know why? Because campaigns in content marketing don’t exist .
I will explain it better later in the article, so join me.
What is a campaign?
To understand this from the start, we need to attribute a meaning to campaigns. What characterizes a campaign in the field of digital marketing?
A digital marketing campaign is defined as a temporary plan designed to achieve certain company objectives , which may include, for example, increasing sales or brand visibility.
Campaigns can have several actions: reformulating the sending of e-mail marketing , investing in paid advertisements in Ads, creating a microsite (temporary page aimed at highlighting a specific communication and marketing action), etc.
In short, they are actions that are similar to advertising campaigns because they have a certain useful lifespan, like a radio jingle or a television advertisement.
In advertising, it is very common to work with campaigns because the budget does not allow it to become an eternal communication.
The good news is that the digital age has completely revolutionized the way campaigns work and, most importantly, the results they bring.
When working with online campaigns, you have the possibility of creating, for example, highly segmented ads, defined by demographic criteria, interests, tastes or habits, and all of this tells you with great accuracy who is or is not your potential client.
The Internet thus allows us to create highly effective campaigns. Even if they are set up and worked on by a specialist, you will only target the campaign to people who are truly interested in what your brand has to offer, transforming your campaign into a tool with a huge return on investment.
What is content marketing?
Content marketing is about producing and sharing timeless content that is relevant to your business’s audience, focusing on the questions, pain points, and needs of your buyer persona .
There are many reasons to opt for a content marketing strategy, but the most common ones are: generating leads, increasing brand reach, educating the market, gaining authority, reducing costs, etc.
Content can take many forms: blog posts, infographics, e-books, videos, webinars, guides, and more.
Content marketing is not advertising . stockholder data The idea here is to create frequent content that will be useful to customers and potential customers in the long run.
We could even say that this is the great appeal of this type of marketing: instead of interrupting people, as ads and campaigns do, value is created and attention is drawn with something truly interesting.
The main premise of content marketing is relevance, due to its ability to continuously create interest, interaction, and of course, organic traffic.
Another point that sets it apart from campaigns is its ability to last over time, that is, always available to whoever wants to have access to it. It also allows you to re-disseminate it as many times as you want, for example on social networks, especially if it is evergreen content .
Content marketing campaigns: why are these two elements unrelated?
Now that I’ve explained both concepts to you, I think you’re ready to let go of the idea that content marketing is a campaign.
To implement a good content strategy, you must produce content continuously and effectively.
Campaigns, in turn, have an expiration date, a certain amount of time before they end.
If you’ve observed carefully, you’ve 10 design tips for creating a perfect landing page probably noticed that one of the main pillars of content marketing is consistency and regularity . To be a good content disseminator, it’s necessary to produce quality materials on a regular basis, daily, weekly and monthly.
Producing content for a blog or website cannot and should not be seen as a campaign, since a campaign immediately leads to a deadline, and if there is a final date for the process to end, then there is no way to apply content marketing there.
Many times companies focus their efforts on short-term goals, that is, on campaigns, as if that were the only way to achieve their marketing objectives . However, you have to look much further. An entrepreneur must understand that a good marketing strategy takes short and slow steps but, in the end, they result in a big step towards creating a solid brand that truly wins over consumers.
Conclusion
It is very common for companies and even marketing professionals to still interpret digital content as a simple form of advertising and that is extremely damaging, not only for the long-term prospects of the business, but also for the entire content team, if they think the same way.
Therefore, it is very important to understand that when we talk about campaigns and content marketing, we are referring to two different strategies.
But even if you don’t use campaigns in business fax lead content marketing, that doesn’t stop you from using both. In the end, you’ve seen that campaigns also have their advantages.
In fact, it is best to combine both elements in your digital marketing. This way, you will be able to strengthen your brand across multiple media and channels, reaching an even larger audience.
After reading this post, I imagine you are aware of how important it is to invest in content marketing, right? Then, download our complete guide with everything you need to know to start a content strategy.