Is it a Blog or is it Organic Search Content?


“I already do content marketing. I have a blog.”

-Famous last words from any company trying to compete in the digital marketplace.

Most every CEO or CMO understands blogging. String some words together about your company and publish it to your website. Sit back and wait for the inbound leads to roll in.

But how many companies truly understand content marketing? And how many understand how content marketing for organic search differs from blogging? More importantly, how many companies understand why what they need is actually a portfolio of content marketing types, not just a blog?

“Content marketing” and “blogging” are used often interchangeably and almost always incorrectly. While there are a number of similarities between the two — it can even be said that blogging is an integral part of content marketing — there are can be key differences that are important to understand for anyone wishing to build an online presence for their company or brand.

Content Marketing vs. Blogging

For starters, content marketing is a strategy or a campaign that comprises many types of content including landing pages, white papers, case studies, social media, e-books, email newsletters and even videos.

And yes, blogging. A blog is one of the many components that make up a content marketing campaign. Think of a political campaign. There’s grassroots door knocking, debates, speaking rallies and general hand-shaking and baby kissing. Every element is a part of the campaign. But if all you do is walk around and kiss babies, you can probably also kiss your chances of election goodbye.

Like a presidential hopeful, a CEO or CMO needs to fulfill all of the components of their campaign.

So it can be said that blogging is a part of content marketing. But it cannot be said that they are the same thing. Make sense? Good. Now let’s peel back some more layers.

Blogging tells a story. Content marketing designed for organic search provides information. A blog tells a story about your company and offers a way to connect with your target customers on a personal level and show off your personality. That is HUGELY important and should ABSOLUTELY be done.

However, that’s also where it differs from organic search content. While a blog tells a story about your brand, organic search content (what we here at Demand Signals call micro-targeted content) provides useful information to readers at various stages of the buying process. It’s information they can actually apply.

Micro-targeted content is better equipped for SEO. This content involves more narrowly-focused topics that can utilize rich keyword activity and carries greater potential for inbound links. All of these things are great for search result positioning and for reeling in prospects as readers.

Micro-targeted content is also more closely tracked, analyzed and adapted through the use of analytics.

Blogging tells people you’re an expert. Micro-targeted content shows them. In your blog, you tell your readers all about your experience and track record in your field. But your micro-targeted content is where your expertise and industry knowledge actually shines through.

Micro-targeted content marketing is a way of establishing yourself as a trusted source of information. You’ll build brand awareness and position yourself as a thought leader within your field.

Have a blog? Fantastic. Now it’s time to stop kissing babies and roll out the rest of your campaign.


About The Author, Christian Worstell

Christian is a Senior Copywriter at Demand Signals. When he’s not helping clients generate inbound leads through search-optimized and generally awesome content, Christian can be found chasing a little white ball around golf courses in Raleigh.