Yin And Yang: Defining The Two Elements of Content Marketing

What came first, the chicken or the egg? Such is the nature of content marketing, except rather than the chicken we have a product of science (research, analytical analysis, determining the practicality of an idea) and rather egg we have an artistic vision (whether that be a blog post, a picture, a video, etc). The endless debate of whether art or science is more critical to the success of a content marketing campaign continues, and it doesn’t seem like it will end any time soon.

Rather than arguing the superiority of one over the other, we should consider them both equally valuable to the success of a content marketing campaign. According to a simple yet effective info graphic by Kapost and Salesforce, using both aspects in harmony is safest way to produce content that your audience will enjoy.

The artistic mind is much more capable of translating ideas into evocative content, whether that be eloquent language, or an awesome visual, or even the idea itself. Creative minds are interested in how the content will relate to the audience, what does the content do that will make it stand out? An overwhelming percentage (94% of them!) says that the most important skill for content marketing is the ability to write and edit.

On the opposite end of the spectrum, scientific minds are about analyzing data and developing ideas that reflect the research. The scientifically inclined create strategies to promote the content, they are more concerned with the practicality of their content marketing. If the content fits well into the marketing strategy and has promise of generating leads, then it’s likely to be favored by the scientific mind. Companies that have developed a coordinated content marketing strategy on average have a 30% higher click-through rate than companies that don’t.

The artistic and scientific mind are two sides of the same coin, both are necessary to be successful in content marketing. An artist without the data will get inconsistent marketing results, their ideas might be great, but inappropriate for the current market. A scientists without a creative bone in his body will be able to spot trends and create a strategy, but have absolutely no way of putting that plan into action. Find a way to blend these two together, the result will be an efficient, unique brand of content marketing!



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