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Balancing the Art & Science of Content Marketing (Infographic)

If you could split marketing into two philosophies, one would entail the art of marketing while the other would entail the science of marketing.

The art of marketing is all the right-brained creativity that goes into a marketing program. These marketers are focused on emotions, visuals, and telling stories. OmmWriter, Balsamiq, and Storyteller are some of the tools in their toolkit. Outside of using these tools, these marketers can be found trying their hand at design, practicing their copy skills, and reading Seth Godin.

The science of marketing is the data and analytics side. This is the left-brained, logical side of marketing. These types of marketers love analytics, testing, and measuring. You’ll often find these types of marketers deep into tools like KISSmetrics, Google Analytics, and their preferred A/B testing tool. When they’re not using one of these tools, you’ll find them nerding out about data and growth with a data scientist, talking shop with their growth hacker buddies, and reading FiveThirtyEight and Count Bayesie.

If you’ve found someone who can combine both of these and do them exceptionally well, you’ve found yourself a great marketer. If you can get two of these types of marketers in your company, you’ve got the core of a great marketing team.

The key is to strike a balance. If you focus too much on the science, your website and marketing will become robotic. Your brand image will be changing the second you get a small hint that one branding message may convert better than the other. Similarly, favoring the art too much means that you won’t know what’s actually resonating because you’re not measuring. At the end of the day marketing is about growing companies. To do this, you’ll need a range of skill sets within your marketing team.

Today’s infographic comes to us from Kapost. It shows us how both art and science are needed in content marketing. We see how both sides think and why it’s important to incorporate both into content marketing.


the best content marketing merges art and scienceAbout the Author: Zach Bulygo (Twitter) is a Content Writer for Kissmetrics.

  1. I feel the next year we will see a mix breed of content marketing and social media marketing. SMM will aid a right platform to marketers for content curation, publishing and promotion.

    You have wrapped nice points here. Thanks

  2. 90% of information transmitted to the brain is visual? Wow, that’s an interesting fact. I guess this really stresses the need to add something visual to your content marketing pieces so that people will become better engaged and actually remember your primary message. Fantastic infographic!!!

  3. Nishant Sharma Dec 07, 2014 at 9:07 am

    Interesting Article. Great use of facts

  4. Karthik Kumar Dec 09, 2014 at 1:14 am

    Very informative article. Nowadays infographic will be more useful that an article.This will simply explains what we are trying to convey. Thanks for sharing this useful article.

  5. Excellent depiction and it explains a lot. You are spot on about the ‘Mindset’ – different ways but the same goal and the combination of art and science to achieve success. Thanks for sharing. Have a good day !

  6. LaTease Rikard Dec 18, 2014 at 11:24 am

    I loved this article! I am really a strong right-brained individual who has learned how to incorporate my left side. This awkward feeling I have whenever I write marketing copy is simply my left brain telling me to rewrite it because it hasn’t been proven to be so, while the right side says, this is perfect! Hey I’m getting there, thanks for the Infographic, it really helps!

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