Content is *ideas.* It's like the coffee in a coffee cup.
Content marketing is the *sharing of ideas.* It's like handing a person a cup of coffee and saying, "Here, drink this."
Conversation is the *exchange of ideas.* It's like two people agreeing to have coffee together and talk.
But communication — communication is the sweet spot. It's the "sharing or exchanging of ideas with mutual understanding." It's like two people agreeing to have coffee together and talk and then enjoy that experience.
(Outside of "conversate," which is a terrible word, it's also the only noun that can be made a verb: to communicate. It's action.)
Communication, by definition, is successful. There's no such thing as a "good communicator" or "bad communicator." There are simply communicators.
In a business organization, who are they? Every single person who interacts with or tries to influence a customer, from a distance or up close. That means marketers to sales executives to customer service to technical support to reception. All must master communication — communication is the bigger picture of content marketing.
There are five components of good communication and 1 essential requirement.
Plus, there's a simple formula — A-V-A — to spot check yourself on whether you're communicating.
Arienne Holland, Director of Marketing and Customer Experience at Raven, explain this and more during this presentation at Authority Intensive 2014 by Copyblogger Media, on May 6, 2014.