CONTENT MARKETING IN THE DIGITAL MARKETING ERA

Abstract

While both sound similar, there is a major difference between SEO and content marketing. Yes, the platform is the same for the two, they both run on search engines, social media channels, websites and streaming platforms, though SEM is the idea of running ads, attracting customer where the engagement is the highest, it also focuses on SEO (Search Engine Optimization) and PPC (Pay per click), on the other hand, content marketing is the smaller field, but yet focussed on segmentation, It includes blogs, graphics, designs etc. to make the website more attractive for the users. In simple language, SEO is promotion on other Search Engine platforms and content marketing is your product (Websites) self-promoting for the users. The first stage of this paper is to understand and explore the key-concepts behind the two, to the unfamiliar world. These two are pretty much the same, but as we go deep into the work and research practices in them, we see that they are worlds apart from each other. The next stage of the paper would be a literature survey, this survey will help in understanding how research scholars have explored this field, by doing so, and the detailed ideologies would be clear for the topic and will also give us a comparative analysis. The core stage of this paper will be going through the real experience, this will be done by conducting interviews of the experts in the field, One expert from digital marketing will give the insights of SEO and PPC, the ideas and strategies they use for promotions, the digital marketing is a huge field and involves many practices, our goal will be to understand how many human resources are involved in their field of work and what knowledge do they require to work in their department. The expert in the second interview from content marketing will show us how the research is done, what different types of practices are involved in creating meaningful contents and what skills do they require from their design teams as well. The final interview will be conducted with a Market research analyst who can be the neutral ground between the two fields, being in the marketing sector, a research analyst goes through all these strategies through their management career and so his insights will give us the importance of the two. Finally, the paper will be concluded based on the entire two stages and computing the importance of the two. This will give us the idea that among the two is a more powerful tool when it comes to making a choice and what are the trends for future in terms of content marketing.