Marketing Strategies can be limitless. Nevertheless, there comes a stage of indecision when you plan out alternative options. One of the burning debate is Influencer Marketing vs Content Marketing. The fact here is, many successful marketing campaigns rely on the dual power of quality content and influencer endorsement.
No matter how much you debate about both, it is important to realize that both Influencer Marketing and Content Marketing work for the same goals to achieve.
Furthermore, both needs attractive, attention-grabbing contents and both need to be influenced by the target market. So, there exists a relation between the two.
Some similarities, some dissimilarities and some co-relation too. Thus, this article will help you to analyze which one is right for you.
Influencer Marketing vs Content Marketing: Which is Right for your Brand?
A. Influencer Marketing
Basically, an individual or third party or any third party endorsing your brand, product, service for you and spreading the word of mouth can be termed Influencer Marketing. The influencers might be celebrities, social site influencers or even your happy customers.
Though most of the influencer marketing is paid, there are often examples of unpaid reviews too. For example, a very satisfied customer might initiate by himself/ herself to do a video blog about your product and his experience. No doubt, that will influence your potential target audience too.
To get in-depth knowledge about influencer marketing you can read the most enriched new Influencer Marketing book The Business of Influence by Neal Schaffer: He is the Social Media Author at Rutgers Business School Executive Education which is recognized globally as one of the top university-based executive education organizations with Jersey roots. he is also an Educator at the Irish Management Institute.
Table of Contents
- Benefits of Influencer Marketing
- 1. Enhance Brand Awareness
- 2. Gain Popularity
- 3. Build Trust
- 4. Boost Sales
- 5. Drive Traffic to Website/ Social Sites
- 6. Influencers Can Create Content
- 7. Fast Results
- Benefits of Content Marketing
- 1. Boost Sales
- 2. Establishes Contact Point
- 3. Empower Brand’s Reputation
- 4. Attract Customers
- 5. Costs Time Only
- 6. Usage across All Platforms
Benefits of Influencer Marketing
According to Neil Patel, 90% customers trust peer recommendations. Just in case you don’t know, Neil Patel is one of the top 10 marketers declared by Forbes and also among the top 100 Entrepreneurs recognized by President Obama. His extensive research also shows us more statistical results. Let us get to know the benefits of Influencer Marketing and analyze.
1. Enhance Brand Awareness
Undoubtedly, when an influencer or a celebrity promotes your brand, their fan following gets to know about your brand too. Your brand gets a huge exposure. What should be of concern here is that the influencers’ fan should be your target market. If they are not, then your brand will get exposure to the wrong market segment. That is why, before you finalize a celebrity, make sure their fan is your target market.
Additionally, when designing a shelf, if you use the image of your brand endorser, you might grab a lot of attention.
2. Gain Popularity
Not only your brand will get awareness, but it might also be the buzzword among your target market too. An influencer can make a long lasting impression about your product/ service or even brand.
3. Build Trust
A popular influencer whose personality matches with your brand personality is most likely to build trust among the customers about your product. Furthermore, if your brand is endorsed by your customers on their own will, the tendency of trusting your brand by other customers rises.
4. Boost Sales
Influencers tend to boost sales when they promote your products. Even when you have special offers and circulate the offer through influencers or celebrity, chances are that sales will boost higher.
5. Drive Traffic to Website/ Social Sites
Social Media Influencers drive a huge number of fan following into your business profile. As everything is evolving digitally, the social media influencers are also effective more in getting you followers.
6. Influencers Can Create Content
It is possible that you allow the influencers to create content for you and promote them themselves. According to Neil Patel, user-generated content is 50% trusted more than the traditional content. When an influencer makes own content, there’s more credibility for your brand.
However, note that influencers can also promote the content you made. The choice of content production is up for you to decide.
7. Fast Results
The influence of Influencer Marketing can be noticed in a very short period of time. It generates fast results and possibly effective too if you strategize it accurately.
B. Content Marketing
The creation and circulation of relevant, quality content, in order to attract target customers which will initiate a profitable action, is said to be content marketing. It can be the content of anything. Radio AD content, visual content for a TV ad, banners, posters, flyer, social site ad, etc.
When your target audience stalks information about your business, they tend to focus on the contents. That is why content marketing is of abundant significance.
Benefits of Content Marketing
Whatever marketing strategies you come up with, content is needed for its implementation. You may have planned different promotional options. Still, you need to place content in your promotional maps. It’s a point you must travel through. So, let us look at some of its benefits.
1. Boost Sales
As mentioned in the definition, content is something that aspires the audience to take a profitable action. That action might be the purchase of a product. Hence, content marketing also has a tendency to boost sales.
For instance, a content created for spreading the discount or Buy 1 Get 1 offer on your products may incur a boost in your sales. But the quality of content matters too.
2. Establishes Contact Point
When you distribute your content to the target audience, you take the first step of establishing contact with them. Your logo/ name/ contact details on the content make you available for your target customers. They can search for you and contact you via phone or email.
3. Empower Brand’s Reputation
Good quality content attracts customers and circulates itself. When you create a content that immediately stops a customer to think about you for a brief second, forms a perception of his/ her mind, then you have created the right content.
When the customers are so thrilled by your content that they share it with their family, friends, and acquaintances by word of mouth or by social sites, know that you’ve created an effective content.
A good quality content raises brand awareness, makes the brand image strong and permanent among the minds of the consumers.
4. Attract Customers
This the most basic and obvious benefit of content marketing. An outstanding content attracts target customers, catches their attention and makes your brand/ products/ service known to them.
5. Costs Time Only
Your content needs the focus of time more than the cost. Investing some time for content production will generate excellent and effective content you expect to attract customers.
6. Usage across All Platforms
You might use different media of marketing- the outdoor advertising, traditional medium, support media, digital media, and even packaging content. Whatever the platform might be, you need content in every medium. The good news is, you have the flexibility to use one content on multiple platforms or media.
That way, the target market has a chance to see your content multiple times and recall your brand better.
Which is Right? Content Marketing vs Influencer Marketing?
If you come to analyze the end result of both type of marketing, the aim for both is the same:
- Brand Awareness
- Lead Generation
- Acquisition and Retention
- Sales Boost
Furthermore, there exists co-relation and disadvantages of both the marketing types. Influencer needs content to promote and Content can contain Influencer’s words, perceptions, image. Nevertheless, they do go hand in hand.
Then again, influencer marketing has some risk. Like, people might focus on the influencer more than they focus on your brand. Or, they might not relate the influencer to your brand.
Similarwise, Content marketing can backfire if the content is not accepted by the audience as expected. Or the quality of content is poor according to the audience’s taste.
It is important to realize that, such disadvantages can be avoided if you avoid the error while development of the content, in both cases.
The easier thing of Influencer Marketing is that it contains both Influencer and the Content. The audience tends to trust their favorite influencer than they trust a brand.
So when an influencer speaks about your brand they are more likely to try out your products/ services. The other side of this marketing is that it can take a huge cost from your budget.
On the other hand, content marketing is cost-effective. A magical content can connect you with your customers and set an image in their mind.
The harder part is, it takes a lot of focus to develop content that attracts and brings you a loyal customer. With influencer marketing, it is much easier.
The question which is right among the two depends on your business type, budget and your goals to achieve.
However, by now you might have realized the fact that content is a must need for both the type. And influencer brings effective influenced customer for you.
Also, remember that content has the power of bringing perception on your target market’s mind while influencer has the power to make your brand trusted among the consumers.
Your target audience perceives the influencer talking about your brand as more reliable and authentic. Certainly, that describes the convincing power of influencer more.
In this digital era of countless marketing options, content marketing, and influencer marketing certainly holds huge significance based on their benefits.
When deciding what to choose, be sure to consider each individual’s benefits and whether they are aligned with your business, marketing strategies and budget or not.
You might even start a constructive debate on Influencer Marketing vs Content Marketing among yourselves. It might make your decision process easy.
So which did you choose and why? Do mention in the comments.
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Jamil Ahmed is the CEO of “Reinforce Lab”. He is a Pharmacist with experience of working in several pharmaceutical companies for over 5 years in International Business. Jamil Ahmed (@ahmedjr_16) is a Digital innovator, Personal Branding, Small Business, and Marketing consultant. He was named as the Top 3 Business Intelligence Marketing Influencer in 2018 by Onalytica. He was also Top 20 eCommerce Online Seller & Influencer by SaleHoo and Top 8 eCommerce Influencer by FitSmallBusiness. He regularly shares his tips and tricks for effective Personal Branding, Digital Marketing, Social Media Marketing, Small Business, Entrepreneurship, and Latest Technology Integration in Business by building relationships, and by telling stories. Read more about him.