The art of finding and reaching that customer on their journey with the right message at the right time so they are willing to consider a product is the job of marketing. The art of selling and converting a prospective buyer into a customer is the job of sales.

• How to spot it: Selling - there’s a a direct call to action


• Time horizon : short (weeks)


• What you should expect from growth marketing : sales results

• How to spot it: Storytelling - there’s no direct call to action


• Time horizon : long (months, years)


• What you should expect from brand marketing : awareness, pe

Do Not Confuse Strategy With Tactics The last thing we want to point out here is the misunderstanding content marketers (and the companies who hire them) have between “strategy” and “tactics.” To put it simply: Strategy = Which direction are you facing (are you going North or are you going South)? Tactics = Once you know which direction you’re faci