There’s a huge debate on whether content marketing is an art, or science, or simply a task. The creative team which has to pay very little mind to marketing and company figures will view content marketing as a plain art. Their focus is on the content they design and how much it can resonate with the target audience. The sales team, on the other hand, will relate to marketing as a pure science. Their focus will be on the analysis of numbers, measurement of data and sales. Let’s look at what makes marketing an art, what makes it a science, and where they both meet.
The Art of Content Marketing
Every content marketing campaign is built on inspiring, creative pieces of content which resonate with the audience. This is what makes content marketing an art. Artistry is all about imagination and the expression of ideas and emotions; and what’s a content marketing campaign without imagination and emotion? An unprofitable squandering of valuable company resources!
The artistry lies in the creation of buyer personas to the designs crafted to ignite specific emotions in the target audience. This fluidity of the content creation is a total contrast to the fixed, methodical characteristic of a science – it is a pure art.
But unfortunately for all strictly creative, artistic marketers out there, this is just half of the content marketing make-up.
The Science of Content Marketing
Now, there is the science of content marketing, which all salespeople believe is the backbone of all marketing campaigns (that’s a tale for another day!). The science is the more calculable part of a content marketing campaign, including data analysis, return on investment, and data collection.
For an effective marketing campaign to be run, the marketer has to base their strategy on key facts. They need to know whom they are trying to reach, where they can reach them, and what strategy works best for what target group. Otherwise, beautiful, artistic and expensive content will go to waste on the wrong audience.
This is where data analysis and data collection come in: to understand the behavioural patterns of the buyer persona and determine what would work for them. Data analysis also permits the marketer to revise their strategy, measuring the numbers which show which campaigns resonate more with the audience and which should be adjusted.
So where do the art and science on content marketing marry?
There can be no success in a campaign without the synergy of the art and science of content marketing. They both complement each other and make it possible for a marketer to create high-ranking content. This union produces content which both targets the right prospects and converts them to buyers, as well as resonates with this target audience on a personal.
Content marketing is neither a pure are nor a pure science, but is art drawn from the science of data analysis. Data is the guide, and creative takes the lead. Content marketing is all about creative, inspiring and relevant content built for a specific target audience, and a marketer can only understand the audience and know how well their campaign will be received through data analysis.
Leaning into both the art and science of content marketing is extremely valuable for every marketer.