How to differentiate content marketing from social media marketing?
Content marketing is a contemporary strategic marketing approach that has various long term benefits. Which include building brand loyalty by connecting with the target audience with valuable content without employing promotional techniques. In addition to that, social media content communities becoming more prominent for tourism industry due to the fact that different organisations use content marketing as a branding technique.
Content marketing vs. social media marketing
However, content marketing is often confused with social media marketing. In spite of the fact that social media marketing is widely adopted on social media platforms, it has more promotional and interfering nature than content marketing. While there are certain similarities between content and social media marketing, they have different content, focal points and goals:
Types of content
Content in social media marketing for tourism industry is designed to fit the context of the chosen social platform: short texts for Twitter; contests and quizzes, for Facebook, for example. In this case, tourism organisations model their behaviour after that of the individuals using the social networks. Whereas in content marketing, the context of tourism websites allows longer forms of content. Organisations can make use of videos and infographic about trends and developments in tourism industry, publish blogs and articles about tourism and leisure ‘happenings’, and so on. In this case, organisations model their behaviour after that of media publishers.
In social media marketing, the focus of the marketing activity is located within the social networks. For example, when marketers operate social media campaigns, they are operating within Facebook, Twitter, Instagram, etc. Whereas in content marketing the focus is on the organisation (brand) website. In this case social networks are used primarily as a distributor channels that link back to the content on the organisation’s website.
Social media marketing usually focuses on two major objectives. First of all, it is used for brand awareness, as it helps generating activity and discussion. Second of all, it is used for customer retention and satisfaction, as organisations can use social media channels as an open platform for direct communications with customers. Whilst, content marketing is focusing on demand generation. Due to the fact that quality tourism industry related content brings prospects to an organisation’s website, they can develop a relationship with the prospects and lead them towards a lead conversion or purchase.
Do you want to learn more about content marketing for the tourism industry? Do not hesitate to contact our integrated marketing expert, Anastassia Laumets.