The difference between content marketing and advertising
Marketing is all about influencing your customers, but while traditional advertising pushes your business name and offers, content marketing is geared towards the modern smart customer. These days, customers have greater control over the advertising they view and will research a brand, product and service before making a commitment.
What is traditional advertising?
This is the form of marketing that you’re probably most familiar with. Think radio jingles, magazine and newspaper ads and mailing flyers. Traditional advertising focuses on pushing a business name to a large number of people, whether they’re interested or not.
What is content marketing?
Where traditional advertising is all about sharing your brand name and message en mass, content marketing is centred around creating and sharing valuable, educational and engaging information with customers who want to learn more. The purpose is to draw them in by sharing helpful blogs, newsletters infographics or videos and make potential customers appreciate your existence so they can one day become loyal customers.
So, what are the main differences?
While traditional advertising is interruptive, content marketing nurtures the relationships you have with potential clients. Instead of just telling your audience what your business can do, content marketing shows your audience how knowledgeable you are.
Instant purchase vs long term investment
Traditional advertising can result in an instant win, but it’s not as likely to result in a long term client. Content marketing might take a little longer to win a conversion, but those clients you do win are more likely to be loyal as they trust your expertise and reputation.
Content speaks with your clients
Instead of speaking at your potential clients through traditional advertising, content marketing allows you to be more personalised in your approach to clients. You’re able to build, nurture and maintain the relationships you have with clients and potential clients by sharing useful and educational information in a blog series or email newsletter. Your clients will feel more valued by you and are likely to trust you and think of you when they’re ready to make a purchase.
Content is specific
When sending your business message out to as many people as possible through traditional advertising, it’s impossible to be specific in your targeting of information. Using content, you’re able to target a specific client and tailor the information you share to their unique needs. Whether you do this through a segmented email database or you’re specific about the information you share in your blog series, you’re more likely to spend time talking to clients who are interested, rather than spending money on clients who aren’t.