What Is the Difference Between Content and Content Marketing?

Editor’s note: There continue to be a lot of questions about how content and content marketing differ. This post shares an insightful answer that resonates with marketers, so we are bringing it back.

What is the difference between content and content marketing? The answer is the destination you will use to attract and build an audience.

Content marketing is about attracting an audience to an experience (or “destination”) that you own, build, and optimize to achieve your marketing objectives.

Content is everywhere. There’s product content , sales content, customer-service content, event content, employee-generated content, marketing and campaign content. Even advertising is content.With content marketing you are attracting an audience to a brand-owned destination versus interrupting or buying an audience on someone else’s platform.Think American Express’ OPEN forum: Or Red Bull’s RedBulletin: Or my latest favorite content marketing destination, Casper’s Van Winkle’s: These are three great examples of content marketing destinations […]