Kate Shropshall, Content Marketer at Kate & Co Content, features in the latest episode of Dandelion Video Production’s What Do You Do? podcast – addressing common misconceptions about both her role, and the role of content is marketing.
Shropshall explains that social media is just one part of content marketing – and that confusing the two is one of the most common mistakes businesses make. Email marketing, web copy, blogs, and white papers all fall under the content umbrella, and each needs to work in alignment with a business’s goals rather than simply generating likes and views.
She also addresses the marketing funnel – the journey a potential customer takes from first discovering a brand to making an enquiry. The type of content that works at each stage is different, and posting without understanding where it sits in that journey is, as she puts it, “fluffy” – attention-grabbing, but unlikely to convert.
Perhaps most pointedly, she argues that having no social media presence at all carries its own risk: potential customers who can’t find a business online will simply look elsewhere – often straight to a competitor.
The full episode is available on Spotify, Amazon Music and Apple Podcasts. Visit Dandelion’s website for this episode and more.