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Content marketing is a device used by companies to educate, inform or entertain customers or prospects by creating attention or causing behavior that results in leads, sales or advocacy. Social media is used by customers and prospects to communicate among themselves, and occasionally with companies. This communication can result in leads, sales or advocacy, but is often less structured and conversational. It can be reactive too, as social media is increasingly used as a customer support channel.
"The goals of content are consumption, then behavior. The goals of social are participation, then behavior "
