Do you know the difference between Content Marketing and Inbound Marketing? Today we are going to clarify this question that is on the minds of almost everyone who starts exploring digital marketing.
When we start our journey in digital communication, it is impossible not to find countless content about infallible tips and techniques to leverage our brands and increase our sales. And we are sure that 9 out of 10 tips offer solutions involving Content Marketing and/or Inbound Marketing.
But do you know how these techniques came about and what made them so famous? More than that, do you know why many people still wonder whether they compete with each other or complement each other? Let's study them a little more today, then. Let's go!
Cleveland School vs. Boston School
It seems like this competition craze will never end, right? We don't even like it that much, but we know it exists, it draws attention and that's why we left the title as it is =D. Let's get to the important part: the development of the techniques arose in these two American cities, based on concepts structured by high-impact professionals. Even so, the techniques are not that new.
Content Marketing Institute | Content Marketing
Joe Pulizzi is an entrepreneur, speaker and author of numerous content marketing materials, considered the father of the methodology. After many years of work involving studies and practices, Joe australia email list realized that brands came to him with many questions about the subject. In 2011, he created the Content Marketing Institute (CMI) . Headquartered in Cleveland (USA), CMI is the leading global organization for education and training in content marketing, teaching brands how to attract and retain customers through compelling multichannel narratives.
It is no coincidence that the Cleveland School is so named. The organization currently has a series of initiatives involving the community that develops content marketing globally, offering rich materials through special materials , events and digital channels .
#CMWorld 2020 - Content Marketing World Conference & Expo
Call for Content Marketing World 2020
Examples
Even though it is widely used today as a successful alternative, the effective use of this technique is quite old. Do you know when the first content marketing initiative was seen on the market? In 1895, with the launch of The Furrow magazine , specialized in the agricultural market. This initiative was created by the John Deere company with the aim of getting closer to its consumers through a periodical focused on talking about market problems, and not through catalogs with product and/or service offers.
Naturally, it grew in popularity and authority, and remains strong to this day. In Brazil, a similar movement was identified with the creation of the Almanaque do Biotônico Fontoura in 1920 , an annual advertising magazine that reached a circulation of one hundred million copies in 1982.
Biotônico Fontoura Almanac
Cover of an edition of the “Almanaque do Biotônico”
Hubspot | Inbound Marketing
“There’s this idea that to grow a company you have to be relentless. But we know there’s a better way to grow. A way where what’s good for the company’s bottom line is also good for customers. We believe that companies can grow with conscience and win with soul, and they can do it with inbound. That’s why we created a platform that brings together software, education and community to help companies grow better every day.”
That’s the mission of Hubspot, a company founded in 2005 by former MIT graduate school classmates Dharmesh Shah and Brian Halligan. Brian and Dharmesh noticed a shift in the way people researched and purchased products and services. Consumers were no longer tolerating the competition for their attention. In fact, they had become very good at ignoring it.
From this change, a company was born. It was founded on the concept of “inbound,” the notion that people don’t want to be interrupted by marketers or hassled by salespeople, but want help. (This material is the original content from the company’s website .)
The solution created by the company is, in fact, incredible. Here at Gama, we manage our sales pipeline directly from this platform. Oh, and just to be clear, Hubspot is headquartered in Boston (USA).
Do you know HubSpot? Find out who we are!
Hubspot Institutional Video
Friends or rivals?
The image we chose to illustrate this post may have caused some surprise, right? Well, it shows a clash between adversaries, figures we all know or have heard of: Messi and Neymar. They are friends. And they are adversaries! Is that really true?