Product Marketing vs Content Marketing: What’s the Difference?

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Product marketers and content marketers share very similar goals: getting the word out about a company’s products, creating demand, and ultimately driving sales. In fact, they even work together toward these goals. But don’t be fooled by their near-identical objectives: product marketing and content marketing are different, very different in fact. 

 

You may have heard of both techniques plenty of times, but maybe you can’t really tease them apart—and that makes it hard to decide which one is best for your business. In this article, we look at what product marketing and content marketing are, how they compare to each other, and which one you should choose for your own business model.

 

Product marketing vs Content marketing

 

The difference between product marketing and content marketing is not a matter of fuzzy definitions or semantics. Rather, it’s a matter of intent and purpose. Product marketing is the process of promoting and selling a product; content marketing is the process of promoting and selling a product using content. Both can be used to support each other in various ways but they are distinct processes with specific goals.

 

What is product marketing?

 

Product marketing is the process of promoting a product or service. It’s also the process of developing and managing a plan for a product or service. Product marketing is the entire process of creating a product or service that customers want to buy.

 

According to Forbes contributor Emily Wightman, “Product marketers are responsible for ensuring that their products and services meet customer needs and expectations, including those generated by branding efforts. They ensure that all aspects of the marketing mix—price, place (distribution), promotion, etc.—are correctly positioned within competitive markets.“

 

Examples of product marketing 

 

Product marketing is about getting a customer to buy your product, and it is usually achieved through marketing the benefits of the product. Product marketers want people to use their products, like their products, trust them, believe in them, and feel like part of the brand.

 

Here are some examples:

 

  • “Our new phone system will save you time and money!”
  • “Our new phone system is easy to use!”
  • “We’re going green by using recycled materials in our packaging.”

 

The goal of product marketing is to get people interested in purchasing what you have to offer so they’ll go out of their way to purchase your product over others on the market that offers similar features or benefits (if any).

 

What is content marketing?

 

Content marketing is a form of marketing that involves creating and distributing relevant and valuable content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content marketing is most successful when it’s part of a broader integrated marketing approach which also includes paid media such as social media advertising or traditional print ads. 

 

Successful content marketers can tell you that you need an entire team dedicated to producing engaging content for your audience: writers, editors, photographers/videographers/animators—just like any other type of business needs accountants, lawyers, and mechanics to grow their company!

 

Content marketing vs product marketing

 

Content marketing is a form of marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. By focusing on creating useful content that your audience will want to consume, you can increase brand awareness, drive traffic to your website and increase sales.

 

In contrast with product marketing (which we’ll look at later), the primary focus for content marketers is not necessarily about getting people to buy specific products or services. Instead, it’s about getting people who are interested in your products or services — which might be potential buyers; current customers; or even former customers—to take some kind of action related to them (e.g., sign up for an email list).

 

Which one is better?

 

Many marketers are confused about which one is better, content marketing or product marketing? The truth is that both of them can be effective in generating leads and sales. However, each one has its own merits and demerits.

 

Content Marketing: Pros

 

  • It’s more engaging for your target audience because it doesn’t directly promote your business or products but instead offers value to readers through useful information. For example, if you write an article on how to make a healthy cupcake recipe, readers may only find value in the recipe itself but not necessarily in your brand or company. As a result, they tend to share these articles with other people who might be interested in making healthy cupcakes too!
  • Content Marketing helps build trust with potential customers by providing valuable information that solves their problems rather than trying to sell them something right off the bat (which could come across as disingenuous). This builds credibility and establishes relationships over time so when they do decide they need your product/service (or those related), then it will seem like less of investment since there was already an established relationship built upon trustworthiness thus making them more likely willing from being able “try before buy.“

 

Product and content marketing are different. You can use both in your business and they’re not mutually exclusive. You can have a blog, a podcast, and social media channels for psychological reasons, for example, the loss aversion bias within the common culture.

 

Product marketing is about selling a product, while content marketing is about building trust. Both of these things are important to your business in different ways.

 

Content marketing is more focused on building up the brand and creating a reputation for an organization or company. It’s more about getting people to know you and trust you so that when it comes time for them to buy something from you, they will be comfortable making that purchase. Product marketing focuses on selling the actual product itself, rather than trying to build up some kind of relationship with it that leads to further sales down the road (although this does happen).

 

The „we are losing“ mentality – the feeling that we are losing out on something – is an effective motivation to do something, give up on something, or take action. The more valuable it is, the greater our willingness to protect it from disappearing.

 

The ‚we are losing‘ mentality – the feeling that we are losing out on something – is an effective motivation to do something, give up on something, or take action. The more valuable it is, the greater our willingness to protect it from disappearing. For example, if you had a million dollars in your bank account and you lost $500 of it, would you feel like investing in another company? Probably not. You’d be less likely to put money into other companies because your investment has already been affected by the loss of that money.

 

However, imagine if instead of losing $500 from your bank account (which isn’t as remote), someone broke into your house and stole $500 worth of stuff (which feels more real). Would you still invest in other companies? Chances are pretty good that even though this scenario isn’t far-fetched at all (as most people have experienced this kind of thing before), many people would still invest in others because they would still feel like they had something worth protecting and investing in after being robbed themselves!

 

The lesson here: when we lose things that matter deeply enough—like our investments—we tend not so much toward inaction but rather toward acting more aggressively than usual when threatened with loss again; we want revenge!

 

A classic example of this is when you take away a child’s toy and let him watch as you throw it in the trashcan. It will most likely start screaming at you until you hand it back. Then everything will be fine. Take away something that was never his and he won’t react at all.

 

When you give something to someone, they feel that it is theirs and they are more likely to protect it from being taken away. This is called loss aversion. It’s the idea that people will do more to protect what they have than fight for something they don’t have yet.

 

A classic example of this is when you take away a child’s toy and let him watch as you throw it in the trashcan. It will most likely start screaming at you until you hand it back. Then everything will be fine. Take away something that was never his and he won’t react at all.

 

Conclusion

 

It’s easy to get lost in the product-marketing-vs.-content-marketing debate. But ultimately, you should be more concerned with how your marketing efforts are performing rather than how they fit into a particular box. 

 

After all, marketing is simply a way to communicate with your customers and prospects, and both product and content marketing can be used for that purpose.

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