The strategy , message , and marketing collateral matter more than the channel
" Facebook marketing ," " social media marketing ," and " content marketing " are not " things " either . The social media platform “ Facebook ” is a marketing tool . A combination of marketing channels is referred to as " social media ." The term " content " refers to a tactic rather than a strategy . In the execution of initiatives such as advertising , SEO , and publicity , “ content ” is created . Here are two cases in point .
If a tech marketer creates a video & spreads it on Facebook , here is what he is doing :
Strategy = Advertising Content = The video itself Channel = Facebook
If someone creates informational material that aims to rank highly in Google search results , here is what he is doing :
Strategy = SEO Content = The blog post Channel = The company ’ s blog / Google search results
Why is this important ? The terms that we use reflect the assumptions that underlie our approaches to marketing — and bad assumptions lead to bad marketing at best , and spam at worst .