Content Marketing and Content Creators: Not Quite Twins, But Definitely Related

Content marketing and content creators work together to build brand authority, establish trust, and further a brand's reach.

If you’ve researched anything at all about digital marketing for your business in the Charlotte Metro region, you've probably heard the terms "content marketing" and "content creator" tossed around a lot. In fact, in the era of TikTok, it seems like EVERYONE and their mom are “content creators” these days.

What’s the Difference Between Content Creation and Content Marketing?

So, what’s the difference between content marketing and being a content creator? Well, while these two might seem like identical twins at first glance, they're more like cousins.

Content creators and content marketing professionals need one another, but they both serve different purposes and do different things.

In this post, we’re going to:

• Take a deep dive into the differences and similarities between content marketing and content creation

• Explore how each one can benefit your digital marketing strategy

• Look at some scenarios in which one or both might be best to use

The Simple Explanation

If you don’t feel like reading all the way to the end (and let’s face it, you’re busy – we get it,) content marketing is usually used by businesses to market products and services through various types of content.

Content marketing is the process of strategically using content to accomplish business goals likes raising brand awareness or encouraging a customer to take action.

Content marketing involves content creation as well as strategy and analytics to use various forms of content to attract and retain customers

Content Marketing is More Than Just Content Creation

Content marketing goes beyond just making short-form videos or writing interesting blog posts. Instead, it delves into the customer experience to target specific demographics with focused branding and messaging.

Content marketing also involves analyzing data like website traffic and social media engagement while gathering customer feedback to incorporate into future content decisions.

Content Creators Are the Personalities Behind Brands

A content creator is someone who creates various types of informative or entertaining content in order to gain a following on the web.

These people usually use social media to engage their followers, and the goal of being a content creator is to get paid for their influence. Brands will often pay content creators to review and/or endorse products, and some make a living off of being content creators.

With that out of the way, below are some finer details about both content marketing and content creators that you can use to figure out which category your content falls into and what steps to take next:

Content marketing requires a balance between analytics and creativity in order to find which types of content are most effective at converting consumers and encouraging action.

Content Marketing: The Strategic Mastermind

Content marketing has a bit of a split personality.

On the one hand, content marketing is concerned with flexing creative muscles to find new and unique ways to develop and produce various types of content that appeal to targeted audiences. This is the “fun” side of content marketing.

On the other hand, the “business” side of content marketing is focused on analytics and data to determine what, where, when, how, and why customers engage with content.

This part of the content marketing paradigm relies on things like key performance indicators (KPIs), attribution, and various metrics.

Keeping Things Balanced

The two sides of content marketing have to remain in constant balance in order to be successful. Too much creativity and not enough focus on the data leads to wasted time, energy, and resources.

After all, if you develop content for the wrong reasons or the wrong audience, it’s not going to achieve its goals, no matter how flashy or gimmicky it is.

Too much time spent on analytics, however, can lead to content that fails to hit the mark in terms of engagement and sharing.

Numbers are important, but the content you develop needs to connect with its intended audience in order to have a meaningful and lasting impact. Too much analysis and not enough personal connection also means your content won’t serve its purpose.

There are a number of elements involved in content marketing, all of which must work together in order to achieve targeted goals like raising brand awareness and driving conversions.

Key Elements of Content Marketing

There are number of key elements you have to incorporate into content marketing that help support campaigns and branding. Below are a handful of the most important:

Know Your Audience

Just like you wouldn't sell snow cones at the North Pole, content marketers don't create content without knowing their audience inside and out. They dive deep into research, identifying needs, preferences, and pain points. It's like being a mind reader but with more data and less hocus pocus.

At Charlotte Content Marketing, we do this by researching consumers using a variety of methods. In some cases, we examine the social media habits of consumers in a specific industry by taking a look through social media profiles and activity.

In others, we review case studies and compile research, and yet still in others, we rely on interviews with clients and their actual customers.

Experience and Common Sense

Of course, experience, intuition, common sense, and conventional wisdom all come into play as well. We can then create personas of the archetypal customer for a brand. A persona is a general outline of each customer type, and personas are used to focus messaging.

An Example From One of Our Clients

For example, one of our clients is a chiropractic care practice. For this client, our personas include older adults who suffer from back pain due to conditions like disc herniation. These patients want to get out of pain so they can enjoy time with their families.

Because we know this information based on research, feedback, audience engagement with video content, and interviews with principals at our client’s offices, content created for this persona or audience is geared toward family time and the benefits of getting out of pain to do things like get on the ground and play with grandchildren.

Another persona for this client is young adults who play sports and want to be able to stay active. Content is created to speak to the pain points of this demographic and targeted to social media platforms where these patients are more likely to spend time based on research.

If content is the king of your digital marketing efforts, then your content strategy is the queen.

Strategy is Queen

You’ve probably heard the phrase, “Content is king” in digital marketing. What this means is that the content you put out trumps all the other decisions you make. Without quality content, even the best messaging is going to fall apart.

Well, if content is king, your content strategy is queen. A well-defined content strategy is the roadmap to success. It outlines what content to create, which topics to cover, and how to serve it up (blog posts, videos, infographics, you name it).

Think of it as a recipe for digital success – you wouldn't bake a specialty cake without instructions, would you? Well, if you simply throw some creative ideas in a blender without any type of strategy, you’re likely not going to get the results you hoped for.

Value is the Secret Sauce

The content produced in content marketing needs to be helpful and add value to the customer relationship.

It may educate, inform, entertain, or inspire, but the goals remain the same:

Establish industry authority and customer trust while positing a brand as the best solution to a potential customer’s problem.

Growth through content will happen, but it takes consistency and dedication. One or two quick posts on social media won't make a dent.

Consistency is Key

Consistency in content creation and distribution is crucial for growth. You also need to remain consistent in your branding when creating content.

People need to gain an overall understanding of what your brand is about, or the “experience” of working with your brand, in order for your content to connect.

Calls-to-Action (CTAs)

Every piece of content needs to include clear CTAs. A CTA is what prompts desired actions, but this doesn’t always mean driving direct sales. Instead, CTAs are often used in content marketing to move potential buyers from one step of your funnel to the next.

For instance, a blog post or Facebook video may prompt a potential customer to click a link to sign up for a newsletter. That newsletter will then be used to promote future products and services.

Content Creators: The Charismatic Influencers

Now, imagine content creators as that effortlessly cool friend who always seems to be in the know about the latest trends.

They're all about building their personal brand and amassing a following that hangs on their every word (or post). They produce content that people like, but their goals are different than those of content marketers.

What's Their Deal?

Content creators focus on producing content to build a personal brand, gain followers, and influence their audience.

Their primary goal is to attract a large and engaged following, which can lead to endorsement deals, sponsorships, paid speaking engagements, and other opportunities for monetization.

While Hollywood celebrities usually fulfilled these types of roles in the past, anyone can be an influencer or content creator these days.

At the end of the day. the main goal of content creators is to monetize their personalities. They create content in the form of articles and social media posts, pictures, videos, podcast episodes and live appearances in order to gain notoriety.

The goal is to then turn this notoriety into monetization opportunities. They may also make appearances at live events where they try to get in front of cameras to then get their appearance and connection with a specific brand spread far and wide.

Content creators use their personality and style to build relationships with consumers with the goal of promoting products and services through influence.

Key Elements of Content Creation

Personal Branding

Content creators develop a personal brand that resonates with their audience. They share their experiences, opinions, and lifestyle, making their content relatable to specific audiences. Just like with content marketing, this branding must remain consistent.

Engagement is the Name of the Game

Success for content creators is measured by their ability to engage their audience. High levels of interaction – likes, comments, shares, DMs – are the currency of the content creation world.

Content creators need to be able to prove to advertisers that they have the ability to get eyeballs on a screen and promote action on the part of consumers.

Show Me the Money

Content creators monetize their influence through various means – sponsored posts, affiliate marketing, product placements, brand partnerships. Essentially, they are turning popularity into a paycheck.

Creativity and authenticity are the currency of any successful content creator

Creativity and Authenticity

Successful content creators are known for their creativity and authenticity. They produce unique content that stands out in a crowded digital space.

Authenticity helps build trust with their audience, making endorsements more effective.

Some content creators only endorse brands they actually know and trust, but others are happy to promote any brand that shows them dollar signs.

Platform Proficiency

Content creators are often platform chameleons, adapting their content to maximize reach and engagement across various platforms.

They understand the nuances of different platforms, but they may have one or two where they thrive.

The interplay between content marketing and content creators can be beneficial for one another depending on your goals.

The Differences and Similarities Between Content Marketing and Content Creators

While content marketing and content creation might share some DNA, they're not identical twins. Below are some of the similarities and differences:

Goals

Content marketing aims to drive business outcomes like brand awareness, lead generation, and sales.

Content creators, on the other hand, are building their personal brand and influence to secure endorsements and sponsorships.

Content Focus

Content marketing usually provides valuable information related to a business's products or services.

The goal is to drive demand by showcasing and selling the experience of working with a brand or purchasing a product or service.

Content creators focus on sharing personal experiences and opinions, which may or may not be directly related to a specific product or service.

In time, content creators focus on specific products, services, and brands, but this is after they’ve secured endorsement or sponsorship deals.

At first, the goal is to create a buzz around the content creator through the content they produce and their personality.

Monetization of content is the main goal of both content marketing and content creation.

Monetization

Businesses using content marketing typically generate revenue through increased sales and customer retention.

A steady flow of quality, helpful content can work wonders to attract new customers and keep existing customers loyal and engaged.

Content creators monetize through partnerships, sponsorships, and other forms of influencer marketing.

They get paid by brands to promote products, but they may also make money off of affiliate programs. These are programs in which a company splits the revenue from a sale with a person promoting the product.

Audience Relationship

Content marketers aim to build relationships between audiences and brands.

Content marketing is concerned with creating content, but the point of the content is to speak to the pain points, goals, fears, and other elements involved in the process of making a purchasing decision.

Content creators focus on building a personal connection with their followers. It's the difference between being a brand ambassador and being the brand itself.

A content creator may not have a long-term relationship with a product or company, but they will try to create and foster a long-term relationship with their audiences in order to keep engagement high.

The Bottom Line?

Whether you're a business owner looking to boost your brand or an aspiring influencer ready to take the digital world by storm, understanding these differences is key.

Both content marketing and content creation have their place in the digital marketing ecosystem, each with its own set of benefits and goals.

Recognizing the unique strengths of content marketing and content creation can help businesses and aspiring influencers leverage their strengths and achieve their objectives.

Whether you're crafting a comprehensive content marketing strategy or partnering with content creators to gain influence, remember:

In the world of digital content, authenticity, and value should remain central to all that you do.

Both content marketing and content creator partnerships can work hand in hand with one another to benefit businesses in various ways at different times.

Do Businesses Need Content Marketing and Content Creator Partnerships?

So, which path is best for business owners in the Charlotte Metro region?

The truth is that most businesses can benefit from both content marketing and content creator partnerships, but different strategies are needed at different times. We did, however, make a video about who needs content marketing and who may not benefit as much.

Below are some things to consider if you’re trying to figure out your path forward:

For New Businesses

If you’re running a relatively new business, content marketing can be beneficial to raise brand awareness and begin the process of leading future customers through your marketing funnel.

At this stage in your journey, partnering with a content creator can also be a good way to get your brand in front of target audiences, but you may not want or need to partner with a content creator who has a huge reach at this point.

For Established Businesses

If you’re running an established business, content marketing strategies may include partnering with content creators to influence purchasing decisions.

At this stage, you may want to look for well-known content creators who have larger audiences.

As part of a comprehensive content strategy, content creator partnerships can aid in your content marketing efforts, help to reinforce topical authority, and deepen the bond your brand has with customers.

Contact Charlotte Content Marketing to Learn How We Can Help You Reach Customers on a Deeper Level

At Charlotte Content Marketing, we provide a range of solutions to help brands use content to build, foster, and further customer relationships.

Whether that means producing engaging, personalized content or partnering with content creators to influence purchasing decisions, our team is here to help.

Call (704) 323-6762 to schedule a consultation, or use our contact form to reach us on the web right now!