12 Apr Marketing with Intention

If you spend enough time around marketing professionals, you’re bound to learn the word “content” is on the tip of everyone’s tongue. The term is so ubiquitous, it often gets mixed up with other forms of marketing. Though it has many things in common with digital marketing, content marketing serves its own unique purpose. To utilize it effectively, it’s important to know what makes it different.


Content marketing is about making your audience feel something. The goal of this marketing strategy is to generate interest in your brand and to form a connection with your consumers. Creating content like social media posts, videos, and blogs gives you the opportunity to engage with your audience and establish a brand voice to help maintain that business-to-customer relationship. Often times, before you are able to sell a product to someone, they have to be familiar with your brand. Content marketing is the bridge between you and your consumers. It’s how you build familiarity and trust with your audience. Though not its specific purpose, content marketing is the first step to generating successful conversions.


Once you’ve established a relationship with your audience through content marketing, you can then move on to your digital marketing efforts. Digital marketing is about compelling your audience to do something. The goal of a digital strategy is to create and deliver content that drives action. The desired results of a digital campaign can include making a sale, generating clicks, or facilitating offline conversion such as increasing the number of phone calls to your business. There are a myriad of tools available to push your digital marketing efforts. A common form of digital marketing is social media advertisements. Whereas content marketing on social media is more focused on entertaining or inspiring users, digital ads are sponsored and use the social format to promote your brand and effect purchasing decisions. Using a combination of content marketing to attract customers and digital marketing to sell your products to them, you will be able to appeal to new consumers while boosting your bottom line.

Want to learn more about digital and content marketing? Give Idea Associates a call today! We’ll help you get started.

Bruce Freides