The use of humor is an incredibly powerful marketing tool in the right hands, but in the wrong hands, the use of humor can result in disaster. The real issue with trying to use humor as a branding tool is that humor is subjective.

What’s funny to you may not be funny to your customers. If your sense of humor doesn’t match, you run the risk of creating cringe-inducing content, or worse, you end up alienating your audience altogether.

You already know that posting to social media is one of those things you “have to do”, but if that’s your approach, you may be looking at this tool all wrong in the B2B world. Your brand already has its foundation, so for you, social media isn’t about getting “likes” (and those are vanity metrics anyway.)

No, for a brand like yours, social media serves a different purpose: de-risking the relationship and building a connection. As part of a Search EVERYWHERE Optimization strategy, social media is the human hands that are upon the shoulder of a customer, gently guiding them to your products and services.

So, what’s the difference between content marketing and being a content creator? Well, while these two might seem like identical twins at first glance, they're more like cousins. Content creators and content marketing professionals need one another, but they both serve different purposes and do different things.

In this post, we’re going to:

• Take a deep dive into the differences and similarities between content marketing and content creation

• Explore how each one can benefit your digital marketing strategy

• Look at some scenarios in which one or both might be best to use

How Topical Authority Translates to Sales

In modern search and digital discovery, search engines and large language models (LLMs) evaluate your organization using that exact same lens, contributing to a factor known as topical authority.

For mid-market B2B organizations, regional leaders, and technical service providers, topical authority is no longer about winning vanity traffic on isolated keywords. While we certainly want to win top ranking for search terms, topical authority plays a much larger role than just positioning a brand for search success.

Beyond just the boost in online visibility, topical authority is about systematically proving to real-world buyers that your brand is the definitive source of truth in your sector. Demonstrating topical authority across your entire content infrastructure leaves a lasting impression when selection committees evaluate your brand or when an RFP is under review.

If you’ve ever done research into any type of content marketing, you’ve probably been told to stick with a plan. At Charlotte Content Marketing, we agree that this is great advice, but we also know from experience that things don’t always work out the way you planned.