When you’re new to the world of marketing, a lot of things can get confusing. Marketing seems like something every business person talks about but doesn’t quite explain, at least not in layman’s terms. You constantly hear things like digital marketing, marketing campaigns, revenue margin, and then content marketing, and product marketing. That probably makes you wonder, what exactly is the difference? What makes it product marketing? And what defines content marketing?
Well, you are about to find out. In this article we cover what constitutes the two types of marketing, what differentiates them, and finally, the right choice of career for you.
Product Marketing
What it is
Product marketing is the entire process of bringing a product to the market. It entails deciding the product’s positioning and messaging, product launch, and ensuring sales reps and customers understand the solution it provides. Its main aim is to drive the demand and subsequent use of a product.
As a subsect of an overall marketing agenda, it takes a strategic approach to increase sales by taking center stage.
Product marketing functions on a deep understanding of consumer purchasing patterns. Specific product markets are known to have predictable buying patterns. Children’s shoes, bags, and socks sell more at certain times of the year.
A product marketing campaign that aims to target customers in such seasons is on the way to being a successful one. But the success of a product marketing strategy doesn’t rest solely on the patterns and seasons, it entails promoting products exactly where customers would see it.
Product marketing channels/Outlets
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Press releases to announce new products or updates to existing products.
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Product sheets to show product features. Most gadget companies use this outlet.
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Paid advertisement to get your products in front of your prospective customers.
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Landing pages to help the customer understand your product. It displays product features and benefits. All these compel prospects towards a buying action.
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Infographics and blog posts. They show customers how products work in solving their problems or filling their desires.
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Case studies. These report in detail how others have used your product and achieved meaningful results. They show the market how well you can solve a problem.
Example of a Product Marketing Campaign
A product marketing agenda consists of but is not limited to;
The message
The gadget company, Apple, introduced what is termed “The first generation iPhone ”. Their product strategy was defined as “Design a high-end smartphone in which the user experience is more important than making a slew of features available”. And although iPhones weren’t the first smartphones that could boast of an array of features that would make life easy for the modern human, they focused on the collaborative message their phones preached, and that is to give customers a superior experience in comparison to what other phone companies were offering.
To date, they have stayed true to their purpose and that is why each Apple release is always anticipated and subsequently demanded.
That is the power of a good product marketing strategy.
Product Cycles
Through the years, Apple has maintained a consistent product cycle with a year interval between each product release, each one being better than the last.
Pricing
Apple uses a tactic called a price decoy. Despite the high price of an iPhone, sales remain at an all-time high. Based on common knowledge, people generally tend to run away from what they term “expensive”, so how does Apple wing it?
Through their strategy. They release a slew of products. Some products, like the iPod, are priced higher than the iPhone. This allows comparison to set in and the $400 price tag on an iPhone doesn’t seem so high anymore. As a matter of fact, it actually seems like a good bargain when compared to the price of a $600 iPod (which lacks the call feature).
Why is product marketing important?
It enables companies to discover the specific desire the product fulfills for its customers and why the product is the best one out of many.
Knowledge and skills required in product marketing
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Knowledge of Psychology
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Digital Marketing
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Public relations skills
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Graphic design
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Note: Sometimes certifications are necessary, depending on the employer. But a significant amount of employers care more about an excellent track record than the certificates you boast of.
Understanding Consumer Behavior and Market Trends
In the world of product marketing, understanding consumer behavior and market trends is crucial for success. By gaining insights into what drives consumer decisions and staying abreast of market trends, businesses can tailor their product marketing strategies to effectively reach and engage their target audience.
Consumer behavior encompasses the study of how individuals make decisions to spend their available resources on consumption-related items. By understanding consumer behavior, businesses can anticipate how their target audience will respond to various marketing efforts, allowing them to create more targeted and effective campaigns. This understanding can also help in product development, pricing strategies, and customer service initiatives.
Analyzing Market Trends for Effective Product Marketing
Market trends provide valuable insights into the current and future state of the industry, including shifts in consumer preferences, emerging technologies, and competitive landscape. By analyzing market trends, businesses can identify new opportunities, anticipate changes in demand, and stay ahead of the competition. This information is invaluable for developing product marketing strategies that resonate with the market and drive business growth.
Measuring Success and Iterating Strategies
Measuring the success of product marketing efforts is crucial for identifying what works and what doesn’t. By evaluating key metrics and iterating strategies based on performance data, businesses can continuously improve their product marketing initiatives.
Key Metrics for Evaluating Product Marketing Success
Key metrics for evaluating product marketing success may include sales revenue, customer acquisition cost, customer lifetime value, conversion rates, and engagement metrics. By tracking these metrics, businesses can gain valuable insights into the effectiveness of their product marketing efforts and make data-driven decisions.
Content Marketing
Content marketing takes a different turn from product marketing. It functions on the creation and use of content to attract, educate and nurture an audience, eventually converting them into customers.
Understanding Content Marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This content can take various forms, including blog posts, videos, infographics, social media posts, and more. The ultimate goal of content marketing is to drive profitable customer action by providing valuable information to potential customers.
What does it involve?
Content marketing entails the development of a winning content strategy. It involves creating content to take a prospect through a buyer journey. Throughout the journey, the prospective customer goes from an unaware-uninterested phase to an aware-buying phase.
Developing a solid content marketing strategy involves a deep understanding of the target customers, their problems, the best medium to engage them, and how best to convey your Unique Selling Point (USP).
The main focus of content marketing is consumer behavior changes and how companies can adapt to existing and changing behaviors to create favorable outcomes for both companies and individuals.
Content takes various forms;
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Articles
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Product descriptions
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Website content (Blog posts)
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Email newsletters
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Videos
These different content forms reach potential customers at different stages of the sales funnel, so the aim is to move prospects further toward the end goal: closing the deal (or making more sales in the case of returning customers).
Roles and Responsibilities of a Content Marketer
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Curate content marketing strategies and deduce that to short-term goals that are tracked on a weekly, monthly, and quarterly basis.
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Produce high-quality content by collaborating with video editing, design, and writing teams.
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Create an editorial calendar, delegate tasks, and ensure that deadlines are met.
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Regularly deliver engaging content.
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Edit, proofread, and improve the content.
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Optimize content to favor SEO rankings
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Analyze web traffic metrics
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Ensure a strong online presence on various channels.
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Generate ideas to increase customer engagement.
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Creating online customer surveys
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Conducting customer interviews (by phone or in person)
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Searching social media for customer-avatar information
Content marketing channels
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Social media: This involves creating and distributing content on social apps. Content (videos and images) is usually short and catchy to foster engagement.
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Website blogs: Intending customers always want to make an informed buying decision. A blogging website is an excellent way to educate and guide your prospects into making a purchase from your brand.
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Email newsletters: This is a spearheaded approach. It is a medium that enables the segmentation of users into groups. Email subscribers are usually the hot, more likely to buy, audience.
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Videos: Content marketing thrives on attention and engagement. Videos are not only a better way to combine and condense information into a short medium because the brain processes visuals better and faster than text.
The Aim of Content Marketing
The lifeblood of successful online marketing is trust. People are justifiably skeptical, the success of several online scams has left people increasingly untrusting of anything or brand that looks like good news.
The defensive walls the average internet user puts up are bypassed by actively building a relationship where trust is no longer a question.
The one-way relationships are built is through communication. But in this case, the communication is mostly one-sided. Brands put out videos, blogs, and social media posts to communicate to a target audience and build the KLT (Know, Like, and Trust) factor.
Developing a content marketing strategy
A successful content marketing strategy starts with clearly defined goals and a deep understanding of the target audience. It involves identifying the types of content that will resonate with the audience, as well as the platforms and channels through which the content will be distributed. A well-defined strategy provides a roadmap for creating and sharing content that aligns with the overall marketing objectives of the business.
Trends in Content Marketing
Video content and live streaming
Video content continues to dominate the digital landscape, with platforms like YouTube and TikTok experiencing exponential growth. Businesses are leveraging video content and live streaming to deliver engaging and interactive experiences to their audience. Live streaming, in particular, allows for real-time engagement and fosters a sense of authenticity and transparency.
Interactive and personalized content
Interactive content, such as quizzes, polls, and interactive infographics, has become increasingly popular as it encourages active participation from the audience. Personalized content, tailored to the specific interests and preferences of individual users, helps businesses deliver more relevant and targeted messaging, ultimately enhancing the overall customer experience.
Skills and knowledge required in content marketing
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Proficiency in MS Office and WordPress or other Content Management Software.
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Understanding of web publishing requirements
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Ability to predict audience preferences
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Knowledge of SEO and web traffic metrics
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Project management skills
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Excellent communication and writing skills in English
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Creativity
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Copywriting
Best Practices for Effective Content Marketing
Creating high-quality, engaging content
High-quality content that provides value to the audience is at the core of effective content marketing. Whether it’s informative blog posts, visually appealing infographics, or entertaining videos, businesses must focus on creating content that resonates with their audience and addresses their needs and interests.
Utilizing SEO and keywords effectively
Search engine optimization (SEO) plays a crucial role in ensuring that content is discoverable by the target audience. By conducting keyword research and optimizing content for relevant search terms, businesses can improve their visibility in search engine results and drive organic traffic to their website.
Leveraging social media and influencer partnerships
Social media platforms offer a powerful channel for distributing content and engaging with the audience. By leveraging social media marketing strategies and forming partnerships with influencers, businesses can extend their reach and amplify the impact of their content marketing efforts.
Measuring Content Marketing Success
Key performance indicators (KPIs) for content marketing
Measuring the success of content marketing efforts involves tracking key performance indicators (KPIs) such as website traffic, engagement metrics, lead generation, and conversion rates. These KPIs provide valuable insights into the effectiveness of the content and help in making data-driven decisions for optimization.
Analyzing and interpreting data
Data analysis is essential for understanding how content is performing and identifying areas for improvement. By leveraging analytics tools, businesses can gain valuable insights into audience behavior, content consumption patterns, and the overall impact of their content marketing efforts.
Making data-driven decisions for content optimization
Based on the analysis of data and performance metrics, businesses can make informed decisions to optimize their content marketing strategy. Whether it’s adjusting the content mix, refining distribution channels, or fine-tuning messaging, data-driven optimization ensures that content remains relevant and impactful.
Content Marketing Tools and Resources
Content management systems (CMS)
Content management systems such as WordPress, Drupal, and Joomla provide businesses with the tools to create, manage, and publish digital content. These platforms offer a user-friendly interface and a range of features for organizing and optimizing content.
Analytics and tracking tools
Tools like Google Analytics, Adobe Analytics, and Kissmetrics enable businesses to track and measure the performance of their content across various channels. These tools provide valuable insights into audience behavior, content engagement, and conversion metrics.
Content creation and design resources
From graphic design tools like Canva and Adobe Creative Cloud to content creation platforms like HubSpot and CoSchedule, businesses have access to a wide range of resources for creating and designing compelling content. These tools help streamline the content creation process and ensure high-quality output.
The difference between product marketing and content marketing
Product marketing uses price and product features to promote sales. Immediate sales are the main focus.
Content marketing, on the other hand, uses long-term strategies to keep a steady stream of customers. The main focus of content marketing is to educate, entertain, and engage users with content that is of high value to them.
How to make the right pick
If you have a penchant for buzz, trends, and voyeurism (which is seeing into the private worlds of a category of people), you might be well suited to a career in Content marketing.
But if you’re passionate about knowing that people’s lives are getting better with the products you market, then a career in product marketing might be your best pick.
If you’re still unsure, then dive into the worlds of both product marketing and content marketing through online courses to get acquainted with the rudiments of each. Then you can make your career decision.
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