Traditional marketing tells the world your brand is great. Content marketing shows the world how great your brand is.
Traditional marketing is typically a one-way relationship. The brand makes claims and tries to persuade consumers that the brand is the answer to their needs. There is no in-built process for dialog or conversations to occur. Audiences for conventional marketing are homogenous masses, which is why it could also be called mass marketing.
Content marketing is a two-way relationship. It focuses on sharing content with consumers that is useful to them. It is built on conversations, which evolve and offer learnings for both brands and consumers. Typically, content marketing builds around audiences that are like-minded, audiences that include consumers and fans and influencers. Content marketing allows brands to be naturally community driven.
Brands that are concerned about long-term success will opt for content marketing, simply because it engages consumers at a higher level and gives them valuable inputs and insights into consumer behavior. The value that content marketing creates for brands and their bottom-lines is immeasurable.
Does your brand focus on content marketing or traditional marketing? Do share your experiences with us.
