Hard Vs Soft Content Marketing

March 11, 2006

When should you use hard or soft content? What’s the difference? Why should it matter? For the love of Google, what is the deal?!

We’ve all seen the endless content about the importance of content…ok, we get it. But what should the mix and makeup of that content strategy actually be?

Developing a standalone content marketing strategy is crucial to your marketing mix, now more than ever. With marketers cranking out content like there’s no tomorrow, and Google slapping down publishers for writing content for the sake of writing content, knowing how and what and when to write can be as difficult as defending Yeezy after another Twitter tirade.

So how does one appease the almighty Google? Do we stick solely to the facts, or do we take a lighter approach? Why not both? Here are two solid tactics you can incorporate into your content strategy this year…


Soft content marketing has well-written, compelling and relevant articles that resonate with people and build on conversations they’re already having.

Soft content such as blogs or articles generally all about number chasing; getting as many people to visit your site and staying there. You want readers to be giggling, smirking and having an all round good time. If you’re doing this, then they’ll bring their mates along for the ride. Everyone’s a winner!

Soft content marketing is generally an easier read. It’ll engage your audience and tell them exactly what they want to hear, whilst keeping culturally relevant (down with the kids). It’s best to keep soft content short, sweet and kick the waffly, jargon-packed prose to the kerb. By doing this, not only will you keep your readers happy, but also if done properly, your site can climb up the search ranks.


This is where things start to get a little bit more serious! The ties are on, the shirts are buttoned up, and we’re looking to be a little bit more tactile. We’re showing why we’re the authority on the matter in our industry.

Hard content is of more value when you want to increase sales. Every market is congested with content, so you need to demonstrate your competitive edge above other brands. Establish how you’re ahead of the pack, what you know (or do) that no one else does. Give them the facts and figures to assure your potential customers you’re gonna kill it in whatever it is that you do.

When we talk about hard marketing, we mean leveraging off of those diamond insights and data to speak to specific people in a specific, targeted way to maximize conversions and boost sales. The writing isn’t a fluff piece posted late on a Sunday afternoon; every detail is planned meticulously to hit you in the head or in the feels. Hard content drives the customer to do what you want them to.

68% of marketers back original content over licensed, so make sure your content is compelling and original.

Hard content marketing exhibits your capabilities as a brand and demonstrates that however creative and fun you appear to be, you know what you’re talking about.


Despite their differences, the two work best in tandem. The soft brings the people in and the hard helps deliver a lead or conversion. Without the hard content, you look like you don’t take anything seriously, and without the soft, your brand can lack personality. So tap into the best of both worlds and deliver a holistic suite of content that will keep your audience (and Google) happy.