Marketing Content vs Community Content

Content is everywhere. Whether you're scrolling Instagram, reading a newsletter, or watching a quick how-to on YouTube, it's easy to get caught in the swirl of it all. For small businesses, especially those handling their own marketing, it can feel like you're being pulled in ten directions at once. Should you post more often? Start a podcast? Share behind-the-scenes stories? And what’s the deal with engagement versus reach?

However, before thinking about the tactics that you are going to use when it comes to sharing content, it’s worth taking a step back and looking at the foundation of the content itself. 

Not all content serves the same purpose. Most of what you create will fall into two broad camps: marketing content and community content. Understanding the difference can help you stop guessing and start planning with more clarity. 

What’s the Difference and Why It Matters

Marketing Content: Selling the Why

Marketing content is what you create to help people understand what you offer and why they should care. It's your value proposition in action. This type of content is designed to attract attention, answer questions, and gently (or sometimes not so gently) nudge people toward taking the next step, be it buying, booking, downloading, signing up, or whatever it is you feel like asking your audience to do.

Think of it like the shop window of content. It's the signage, the price tag, the well-lit product display. It's polished on purpose.

Some examples:

• A short video that shows how your app works

• A blog post comparing your product to the alternatives

• A landing page with customer testimonials

• A well-timed email about a new service or a limited-time offer

That being said, remember that marketing content doesn’t need to be pushy. In fact, the best examples feel helpful. They answer the questions your customers already have and clear away any hesitation they may feel towards buying from you or partnering with you. But they are, at the end of the day, built to sell.

We all know, though, that people rarely hit "buy now" the first time they see a brand. That decision is built over time, and this is where community content becomes so valuable.

Community Content: Building the Trust

Community content is the human side of your brand. It’s not always there to sell something directly, and that’s the point. It makes your audience feel seen, heard, and appreciated. It keeps them coming back not just because they like what you offer, but because they like you.

This might be:

• A behind-the-scenes video of a product being made (complete with coffee breaks and small disasters)

• A candid post about lessons learned in your first year of business

• A conversation in your stories where you ask your audience for their advice

• A moment of celebration for a customer or your team

Community content is where your tone, values, and personality get to breathe. It’s less curated and more conversational. The wins, the flops, the real-life moments; that’s the stuff that builds connection. And connection builds trust. And trust increases sales.

One of the best things about community content is that it’s sticky. People might skip your ad, but they’ll remember the story you told about your first failed batch of handmade candles or the way you replied to every comment on your launch post. They will remember what makes you you.

You Need Both Kinds of Content

A business that only creates marketing content can start to sound like a megaphone (loud, clear, but not very inviting). It might catch attention, but it doesn’t always invite connection. On the flip side, a business that only shares community-driven messaging might have a lovely vibe and lots of warm fuzzies but find it hard to guide people toward taking action.

The reality is, businesses need both. Whether you’re designing a flyer, writing a product description, creating a brochure, or putting together an ad, every piece of communication should serve a purpose.  That purpose isn’t always “make a sale.” Sometimes, it’s “start a conversation.” Sometimes, it’s “build trust.” And sometimes, it’s “remind people you exist.”

Think of marketing content and community content as two different gears. One drives awareness, clarity, and action. The other builds connection, belonging, and loyalty. When you use them intentionally, they work together to create momentum.

So next time you're creating a piece of content (any content, across any channel), ask yourself:

• What am I hoping this message will do?

• Is this helping someone understand what I offer?

• Or is this helping someone feel more connected to what I stand for?

You don’t need to split everything down the middle or obsess over finding the perfect mix. But being clear on the role each piece plays helps you create with more confidence and more impact. Matching the right message with the right content. And suddenly, you’re not just filling space; you’re building a brand people want to interact with again and again.

How Can I Help With Your Content?

If you’re unsure where to start, or if you're sitting on a pile of ideas and not sure what should go where, I can help. Whether you need a one-off Strategy Session to find your focus, a Content Brainstorm to map out what to say and when, or ongoing support through a Marketing Clinic or Retainer, I’ll help you match the message to the moment. Simply get in touch by filling out the contact form below.

Let’s make sure your content is doing more than just filling space.