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What is the difference between branding and content marketing? 

By Fanny Maingreaud

To be able to grow your business and make informed decisions, it is important to understand the different levers used in marketing. Branding and content marketing are effective strategies to consider in achieving awareness, engagement and conversion objectives.  

However, it is essential to understand them in depth before putting them into action. Here are the significant differences between branding and content marketing.

Why good branding is an asset to a business?

Branding, or in other words, your company’s brand identity, is important because it is what differentiates you from your competitors and facilitates brand recognition. Your brand identity must be visible in all your communications with your community. It is through a strong visual identity that represents your mission, your values and your purpose that individuals are able to distinguish you from your competitors. Your brand includes a variety of elements such as your name, your logo, your brand colors and the tone you use. A strong and well-defined brand identity is undoubtedly one of the most relevant assets to have as an organization. Since consumers are able to recognize you almost instinctively at a glance, they are more likely to consume your products and be receptive to your various marketing efforts. Strong branding will increase your audience’s trust in your brand. If consumers believe in your brand and associate themselves with its values, there will be a growing sense of trust within your community that will help you thrive.   

 It is also an asset for your employees who will feel a stronger sense of pride and belonging to your company. If your corporate mission and values are well established and distinctive, your employees will be able to connect more easily with your brand. It is also a source of pride for employees to work for an organization with strong brand awareness, and they will be more likely to participate actively in the success of your brand. 

When should content marketing be considered?

Content marketing is rather a marketing strategy based on the creation of qualitative, attractive content that meets a specific need: to attract consumers to your communication pages. Individuals are increasingly saturated by the level of advertising they face on a daily basis. For this reason, many companies are opting for a “pull” strategy that provides consumers with information and solutions that perfectly fit their needs. The idea is that your potential customer will find your content with targeted searches. Your content must therefore be relevant and meet the needs of your community. 

This strategy requires prior research and the development of an editorial communication plan that addresses a defined target audience. You will then have to create useful, informative or entertaining content in order to attract new consumers or to continue to delight and satisfy those you already have. Adopting an empathetic approach aims to place the consumer at the center of the strategy in order to understand their expectations and difficulties in depth and to respond to them adequately. 

In-depth knowledge of your customers’ expectations, a major asset in marketing

What will make the difference in the success and impact of your strategy is the level of knowledge you have of your community.  

Earlier, we established that a strong brand image promotes your company’s success as well as its awareness and recognition. However, for your brand or content to achieve this status, it must first and foremost, resonate with your target audience.   

That’s why it’s imperative that you conduct a thorough market research before defining your strategy. You need to determine your personas and your target audience. 

By fully understanding your audience, you will know what they are looking for, you will know their needs and you will be able to offer them adapted and quality content. If your audience feels heard and understood, they will naturally come back to you.

To remember

What you need to remember when considering these two strategies is that branding always comes before content marketing.  

Branding will build brand recognition and customer loyalty. Content marketing will attract new customers, with whom you can interact and present your products and/or services. Branding and content marketing will both help increase engagement on your platforms, grow your community and inevitably increase your sales. 


Branding and content marketing require continuous research, as the expectations of today’s consumers evolve rapidly over time. It is therefore necessary for you to stay on top of trends to ensure that you have a flexible strategy that follows the course of new consumer needs and habits. The key to a successful marketing strategy is to align your corporate mission with the expectations of your target audience. This alignment will be crucial and will greatly influence the success of your business.   

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    Decker, A. (2021, June 25).The Ultimate Guide to Branding in 2021. Online.

    Isarta. (2019, November 14). Definition – What is. .  content marketing ?Isarta Infos. Online.

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    Caroline Godin

    Billy.Social Présidente et fondatrice

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