(Newswire.net — September 18, 2020) — Every business knows that content creation is a necessity in today’s digital world. You can hardly pull in any traffic or buyers without a consistent stream of content. While many people know about content marketing, very few have heard about content operations and it’s taking the world by storm.
What is Content Marketing?
This approach focuses on creating quality content and targeting quality audiences in order to increase revenue. It’s still an essential strategy and one that shouldn’t be forgotten, but it’s slowly taking a backseat to more sophisticated marketing techniques.
What is Content Operations?
As explained by Contentful, this “is a term to describe the set of processes, people and technologies for strategically planning, distributing and analyzing content.” This focuses more on the company’s message and unifying all departments together through the content. While content production is certainly required, this process is more about branding and is a long-term strategy for creating engaging content that can last for many years.
While content marketing is about making the next article or post, operations is more about expanding the business and ensuring that each piece of content resonates with the audience.
How Can a Business Utilize Both?
Both are quite important to your business and can help drive more traffic and sales. It’s important to know when to use each so that you have a balanced content strategy. Content marketing is about producing a steady stream of content that can easily capture search engine traffic or capitalize on current trends.
Content operations is more about your long-term business strategy and how you want clients and customers to see the business. This means using the right wording, graphics, bringing in other teams to work on the content, getting the right people to create the content and so on. It’s a much more detailed approach that requires everyone to help. At the same time, this content better reflects your company message and shows people what you have to offer.
Pros and Cons of Each
Content marketing is much faster and easier to do. Almost every business now has at least one writer or freelancer who is creating their content. Not only that, but it’s an established strategy that you’re already familiar with.
At the same time, content marketing is better for search engines than branding. It’s more about finding and using good keywords rather than creating a unified business message that your customers can engage with.
Content operations is a detailed approach that gets input from every department. You can expect the marketing department, content creation team, sales team and more to join together to create this engaging and powerful content. It really ties the business together and strengthens your overall brand.
The downside is that this approach is much harder and requires more effort. While the content often gets more attention due to the strategic planning, it demands more from everyone and it can take time to fully understand this strategy.
Conclusion
Both content marketing and operations are essential to your overall content strategy. Learning how to use both can dramatically increase your traffic and revenue.