Traditional marketing vs content marketing
Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
Enter content marketing.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
Content marketing builds a two-way relationship by engaging a specific target market, identified by their behaviors, and enabling buyers to easily interact at their own pace. The communication along the buying journey builds trust, which creates revenue opportunities and subsequently leads to sales.
The traditional marketing relationship is constructed around profiles and the product. The content marketing relationship is constructed around nurturing relevant conversations with buyers.
Direction Traditional marketing is aggressive in that it pushes information out to grab the attention of potential buyers. Content marketing is passive, seeking to draw the target audience in and influence using education and information.The direction of traditional marketing is out and the direction of content marketing is in.
Relationship Traditional marketing builds a one-way relationship to tell the ideal customers what to buy by promising them the features and benefits of the product. It interrupts with the intention of making an immediate sale.