15 Jan Traditional Marketing vs Content Marketing
Traditional Marketing vs Content Marketing
Content Marketing has dramatically changed the structure of marketing campaigns all over the world in the last few years, but that doesn’t mean that everyone knows what it is, how it works, or how it differs from traditional marketing. Many businesses have attempted to use content platforms like social media to blast messages in the same way they would a radio advertisement or a billboard ad. Unfortunately, the same rules do not apply in the Content Marketing world as they do in traditional advertising, and lots of B2C business are wondering why they aren’t getting any results for their efforts.
These are the differences between traditional marketing and Content Marketing.
Proclaiming vs Demonstrating
Traditional marketing lends itself to proclamations. Tag lines and advertising campaigns trying to convey a message in 5 seconds are an example of a business talking the talk. But with the constantly connected consumer having instantaneous access to international shopping, online reviews, and historical news, businesses are expected to walk the walk too.
Content Marketing is about just that – producing content in the online sphere that demonstrates those proclamations that traditional advertising just doesn’t have the time to do. Lorna Jane, for example, backs up their ‘Move, nourish, believe” tag line with content that supports a healthy lifestyle. The content they provide is useful and adds value to their consumers lives by offering exercise tips, healthy recipes, and demonstrations of their products. Lorna Jane is effectively using content to show people their expertise.
One night stand vs Relationship
Traditional marketing aims for impact and a quick sale, which is why so many businesses fail using the same method in the online sphere where customer perception is based on trust. One night stands are often rewarding, but they are based on superficial qualities that any good advertiser can create. It is the constantly connected consumer that wants a relationship based on expertise and honesty, and these are the customers that refer you to friends and keep coming back for repeat purchases.
Social media and content production are about building these relationships. While ads can often inspire a purchase, Content Marketing will nurture the customer before, during, and after the sale in order to make the relationship last.
Broadcasting vs Targeting
Connecting with the right people at the right time in the right way with the right message is what Content Marketing is all about. When buying a TV or radio ad, it is broadcast to a very wide selection of people and therefore has to appeal to as general an audience as possible. It is virtually impossible to target traditional advertising to a specific group of people, and financially impractical. With Content Marketing you can create different pieces to satisfy the needs and add value to the lives of all the different people in your target market segments. Due to the dramatically lower cost of producing content compared to producing an advertisement, we can create content in multiple formats to distribute on multiple platforms to get the best response. Like we mentioned before, the way the marketer wins is by offering consumers information that adds value to their life, at that point in time, on the platform they are using.
So does this mean we abandon traditional marketing all together?
There is a lot of evidence that demonstrates the effectiveness of Content Marketing in the world dictated by the constantly connected consumer, and for B2C companies especially, it would be detrimental to leave it out in your marketing strategy. But that doesn’t mean you have to use it exclusively. There is lots of evidence to suggest using traditional marketing to create general awareness of your brand when customers aren’t looking to buy, and nurturing the relationship using content for when they are. Harnessing Content Marketing is integral, because rest assured if you are absent from the online world, your competitors will fill the void with their own voice.