What’s the Difference Between Content and Content Marketing?

Patrick McFadden

The difference between the two—content and content marketing— is significant.

Content by itself is just a tool. Plenty of companies have been using content to market their business for a long time, this isn’t anything new—whether it’s a proposal, ad, brochure, rack card, marketing kit, email, stationary, blog post or newsletter. Most of this content is entirely promotional, focused on the company: their products, services, accolades, features and benefits—not the customer or the information that they are most interested in and find valuable.

Content marketing is how you use the tool. It  is the creation of free valuable content that has a marketing purpose. For indispensable marketing readers that purpose is awareness, educating and building know, like and trust, enough to do business with you.  The goal of content marketing is consumption, then behavior. 

For example, my company created an awesome newsletter, Indispensable Marketing Dispatch  and we exchange it for your email address and your permission to educate you further about our services.

Why content marketing —not just content —is needed

Here is the simple truth: most prospects and customers aren’t interested in your company, your vision statement or your awards. So what do they care about? Naturally, they care about their   needs, wants and businesses. Content marketing is about publishing content that focuses on the problems and desires of the prospect and customer. Healing prospects and customers true pain points with content (okay, a bit over the top, but true none the less).

Any business that wants to differentiate their products and services, attract prospects, convert leads, get found online and offline,  engage their community and ultimately grow their business needs to get strategic about content marketing. There is nothing compelling about content alone. Every company creates content, but content marketing is using content for a distinct marketing purpose: to attract, educate, nuture and convert.

 

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
Most marketing firms talk about tactics. We help our clients see the bigger picture.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
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