Content Marketing vs. Relationship Marketing vs. Brand Journalism

June 14, 2016 |   3 minute read

Content Marketing vs. Relationship Marketing vs. Brand Journalism

Content writers preach simple language. So why are there so many ways to describe “content”? It goes back to giving your audience what they want.

Giving consumers what they want is not just about what you’re selling, but how you’re selling it to them. You can use different content marketing styles (content marketing, relationship marketing, brand journalism) to connect on different levels. Here are some audience personalities you can reach more effectively when writing for your audience.

  • Some consumers don’t want a connection at all. This means your content has to attract them immediately and make it easy to complete the deal.
  • Other buyers will be keener on your product. They’ll sign up for your newsletter and follow you on social media. This audience will need fresh content ALL THE TIME.
  • Then there are the consumers who really value making a connection with you. This is when you have a chance to bring the personal touch back into the process, even when you’re connecting through technology. Personalize a tweet or share a post.

Write For Your Audience Using Different Content Marketing Styles

Content marketing is all about using the right words to compel buyers to act. Content marketing itself is a broad term for how businesses market themselves using language. This language can be your entire website copy or simply your e-news subject line. It’s planned, concise and true, written expressly to attract the people who truly want/need your business. There’s no lingo or gimmicks.

Now, underneath content marketing, there are relationship marketing and brand journalism: two sub-types of content marketing that can be useful for targeting different types of buyers.

Relationship Marketing is using your content to further your connection to your audience. You work to nurture them online, and even in print, recognizing and appreciating them. Give them what they want and show them you know them and their needs. Refine your message based on their behavior, like tailoring your newsletters to select groups. Not everyone should get the same mass email. Take the time to find out where each consumer fits, and only send them the information you know they’ll care about.

Brand Journalism is what it sounds like. Treating your content like a story, not a barrage of slogans. You remove the market-y language and replace it with authenticity. Brand Journalism is used in blogs and even whitepapers. The key to this content is using the story to show how you think and how you treat your customers. Talk about what you have to offer: your brain power, knowledge and experience.

Content Marketing, Relationship Marketing, Brand Journalism: Use It All

These content types all need a content plan and a content strategy to make them effective. Content planning starts with identifying your audience and understanding what they want so that you can attract their attention. Then, plan which information is best suited to which platform (e.g., what information should be tweeted, versus blogged, or both). Only then can you write the content that’s going to give you great results.

Tangible Words can help you create your content strategy and write your content for you. Find out how we can help you reach your audience and create great content.

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