From BtoBbloggers By Jeremy Victor
In-bound Marketing and Content Marketing-Synonymous?
OK, so I am going to admit something that I may not normally admit. Why? I need your help. You see, I’m a bit confused. It started the other day when a colleague asked me, “What is the difference between content marketing and inbound marketing?” After a moment or two of pause, I simply said, great question, let me get back to you.
It was the first time that I really had considered the question and these two terms together. I hear them and see them used all the time. We even just hosted our Twitter #B2Bbookclub on Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media) with Dharmesh Shah. But I still felt unsure how to respond appropriately to the question. So I set out to find some data to clarify my understanding.
The first place I turned was Wikipedia. Here are the definitions as found on Wikipedia:
Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.
Inbound marketing and its opposite outbound marketing have various meanings depending on the context. One pair of definitions are:
Inbound marketing is a style of marketing that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin’s idea of permission marketing. David Meerman Scott recommends that marketers “publish their way in” (via blogs etc.) in contrast to outbound marketing where they used to have to “buy their way in” (via paid advertisements). Next best action marketing can also be applied.
Traditional marketing (outbound marketing) is where companies focus on finding customers by advertising. This sense is related to intrusion marketing and Godin’s term interruption marketing.
Both definitions specifically state that content marketing and inbound marketing are “in contrast” to traditional or outbound marketing methods. So on the surface when I looked at these two definitions, I was learning toward an answer of yes, they are synonyms.
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Professor Content says, advertising, marketing, public relations are all implemented techniques and methodologies which get measured then adjusted leading to sales.
Is In-Bound marketing not a part of marketing which then leads to leads and finally to sales?
