Content Marketing vs. Relationship Marketing vs. Brand Journalism

June 14, 2016 |   3 minute read

Content Creation

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. Use different content marketing styles to connect on different levels. Here’s some audience personalities you can reach better when write 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’s 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. There’s generally three “types” of content marketing. Each incorporates your fundamental message, however the style is tailored to meet your audience’s preferences.
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.
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 notice them. Refine your message based on their behavior, like tailoring your newsletters to select groups. Not everyone gets the same mass email. You take the time to find out where each consumer fits and only send them 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. The content planning starts with identifying your audience, understanding what they want so you know what information you need to attract their attention. The strategy is how and when you’re going to use the content like choosing what is an e-news item, or a tweet, or a post. Only then can you write the content that’s going to give you the results you’re seeking.
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 for you so all you need to worry about is your business.

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