Marketing has a singular purpose: to drive consumers to action. But content marketing is seen as an ‘investment’. Mike Volpe, the CMO of Hubspot said, “Content is one of the few forms of marketing that has a compounding return.” But what does that mean?
The difference between content marketing and traditional marketing may not look as well defined at first glance, but there’s more to ‘content’ marketing’ than meets the eye. While traditional marketing is like winning a game of cards where you show your hand, content marketing is like a long-term investment that will provide dividends on an ongoing basis. What this means is that, unlike a one-time win, it will continue to give you returns on a daily, monthly, yearly basis.
Traditional marketing relies on an interruptive form of marketing by putting products in front of people regardless of whether or not they are interested in what is being sold to them. It includes advertising of many forms such as newspaper ads, television ads, billboards, magazine ads, email blasts and more.
Content marketing, on the other hand, is based on a permissive marketing approach. It relies on value-based content to educate and create brand awareness among potential consumers. It makes use of articles, blogs, podcasts, webinars, social media platforms, websites and so on. By seeking to educate consumers, content marketing leaves the choice of buying to the consumer through an informed decision. The aim is also to grow a long-lasting relationship with consumers through interactive messages that involve them in the marketing process without direct selling.
The major plus point of content marketing over traditional marketing is that it is peer-driven and not business-driven. Trust is built through consumers sharing their experience with someone they know - online content is easily shareable and consumable.
When you are choosing a marketing strategy for your brand, you should consider the best of both. The best marketers are those who are able to seamlessly integrate traditional marketing and content marketing.
Having said that, there is no doubt that content marketing is an investment worth making for the long run. It is far more effective, easier to accomplish and more affordable. To optimise benefits from this marketing approach, building evergreen content that will contribute to creating your brand identity, increasing traffic growth, and creating strong relationships with consumers that eventually lead to generating more sales - should be at the forefront. Investing in content marketing is investing in the compounding power of time.
At Don’t Be Content, we strive to bring long-term support to your content marketing journey, which is why content is a commitment and not a campaign for us.