The Advantages of Content Marketing Over Traditional Advertising

September 25, 2018

It’s 2018 and you’re ready to make a big step in your marketing game. During 2017 you did a lot of reading.

You heard stories about the good and the bad that other people had using various forms of marketing tactics. You heard that Live Video got really hot on Facebook due to the algorithm updates pushing videos on their platform.

Someone might have told you that you needed to start a podcast because voice is taking over the world and you don’t want to fall behind. You could’ve sworn that you read somewhere that traditional advertising is dying and you have to do crazy new tactics to stand out nowadays.

This article is here to guide you through what’s actually important in 2018 and what stuff you should be focusing on to have a steady impact on your business.

where traditional advertising falls short of content marketing

Where Traditional Advertising Falls Short of Content Marketing

Let’s begin with the first things that come to mind when people think about Traditional Advertising.

In the not-so-distant past, billboards, commercials, and radio ads may have come to mind.

1. For the Educated User, Content Marketing is Much More Effective

It’s no surprise that these types of advertisements are taking a huge nosedive due to cord cutters, people driving while only looking down at their phone, and our generation having the attention span of a squirrel.

But even more than those obvious tactics that are worn out and overpriced, are strategies and platforms that people are honestly just wasting their time and money on.

If you don’t really know the ins and outs of Facebook Advertising and how things work with adjusting your budget, targeting the right audience, and using the right visuals, then you are going to lose money. I call it the Shiny Object Syndrome.

While Facebook advertising may still be underpriced when used by someone with the right knowledge, for the normal person it isn’t the right way to go for their business.

No matter which avenue you choose to share your business’ brand story, products, or services, make sure you learn enough to make it worthwhile.

I’m here to focus on internet marketing so let’s just talk about this category for the sake of this article.

2. Internet Ads Annoy More Than 50% of People on the Internet 

In a recent study by Google, 68 percent of people said internet ads are annoying, while 51 percent said they’re distracting and 38 percent called them invasive. That’s why it comes as no surprise that a study by Google found 56 percent of ad impressions were never even seen by consumers.

These are things like banner ads (that literally zero people click on) and Pay-Per-Click advertisements.

Just like I said earlier, these tactics can still work for the marketers that really know how to use them, but for the general public, it should not be their bread and butter approach. Think about how you browse the web yourself.

Are you more likely to view content that has been pushed onto by these brands or are you going to instead read things that you search for yourself?

Content marketing helps to improve your click-through rate by introducing organic search traffic to the mix. The content you produce is geared towards inviting people in by providing them with information they are looking for, rather than coaxing them in or tricking them into clicking on your site by paying for ads.

where content marketing outperforms traditional advertising

Where Content Marketing Outperforms Traditional Advertising

This is where content marketing comes in. Content Marketing Institute recently reported that 80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement.

80% huh?

Combine this with the fact that according to Search Engine Journal, inbound leads cost 60% less than outbound leads, it makes that much more sense to put your time and effort into it.

More people prefer to get their information that way AND it’s cheaper. This is where I would suggest 95% of companies start their marketing journeys in 2018.

Let’s talk about WHY Content Marketing works so effectively. The best way to do this is to put ourselves in the shoes of a consumer and not a business owner.

1. Content Marketing is Non-Invasive 

Let’s think of how our brains would work in each situation. If you are watching an incredible YouTube video that is engaging, and suddenly 4 minutes into it your experience gets interrupted by a 30 second ad by Tai Lopez talking about nonsense and how he can change your life for $25,000, are you going to stop watching that video and instead click on his ad to buy his product for $25,000? For most people, the answer is no.

These normal means for advertising are disruptive. They take you away from what you want to be doing which is watching this awesome video.

On the other hand, if this video itself is really a 12-minute masterpiece that subtly tells you how awesome the star product of the video is, which one are you more likely to be curious about?

2. Content Marketing Allows People to Find You Organically 

In the first example, an ad takes you AWAY from what you want and you don’t trust it because it is so clearly just trying to get your money. But the 12-minute video seems like something that YOU stumbled upon, almost like you discovered it.

The psychological difference here is massive. You stay entertained for the 12 minutes that the video is playing and you’re watching a story unfold about the brand, product and all the benefits of it, all the while having nobody trying to sell you something.

This is the foundation of content marketing. You want to be giving as a company more than you are taking. In that 12 minute video, the company gave information, entertainment, relevancy, and value.

3. Content Marketing Makes for Very Shareable Content 

Next, let’s think about how our message can spread. How many times have you watched a pre-roll advertisement on a YouTube video and thought “Man, I bet you 9 of my friends would also think this is cool.”?

I’m guessing not many times. But in contrast, how many times have you been doing your own research on a topic that you’re deeply interested in and found an awesome video or article that someone created on that topic and either sent it to one of your friends that you know is also interested in that topic, or posted it on your social media accounts for other people to see. Now I think you are starting to see why content marketing at face value is so effective.

downfalls of traditional advertising

Downfalls of Traditional Advertising

1. Ad Blockers Are Very Prevalent and Very Effective 

Let’s start with something we as marketers have no control over, but nonetheless has a huge impact on reaching customers. Over 200 million people now use ad blockers.

This ensures that they will never see our ad no matter how amazing and valuable it is.

You could have spent $30 million to film a short video of The Rock using your product to fight an alien invasion and save the world, but since you ran it as an ad it will never get seen by these people.

2. Content Marketing is More Than Twice as Effective at Generating Leads

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumer, the Forrester team writes in its report. The document goes on to say that advertising performs more poorly than branded, value-adding content. According to research from WebMarketing123.

It claims SEO and content marketing are more than twice as effective when it comes to generating leads compared to PPC and social media.

What is more, people choose organic search results over paid ones 94% of the time, according to a report from GroupM UK and Nielsen.

The data also suggest that the younger the user, the less likely he or she is to click on a paid ad. There must be a better way! And there is. Content Marketing to the Rescue.

 3. High-Quality Content Comes Off Organically, Not as a Sales Pitch

Consumers don’t see good content as advertising. They see that it provides them with valuable information that they were looking for. What would be more beneficial for your company?

A potential customer that you cold email telling them about your services without knowing if she/he needs them, or someone looking for your service waltzing into your place of work and taking a look around.

They came in to learn the story of your brand and to see your past work with other customers, and you can share how specifically you could fix their problem.

how to implement content marketing into your content strategy

How to Implement Content Marketing into Your Existing Online Marketing Efforts 

These are some of the most key advantages of content marketing over traditional advertising. You are bringing people onto YOUR website to read about you or your business. Now that they’re here, how can you make the most out of it?

1. Answer Frequently Asked Questions with Your Content

Let’s start with making sure we answer all questions that a potential customer might have. If you own a roofing company, a customer might want to know if it’s better for them to go with a traditional shingle roof or a metal roof.

Well, you better have a detailed post explaining the differences and benefits to each. When it comes to content marketing, there isn’t a one size fits all for every business. You need to figure out a few things first before you decide which path is best for your company.

2. Define and Understand Your Audience, and Produce Content for Them

The first thing that we need to define is our target audience, and this is for a few reasons.

Different audiences hang out in different places. If we are selling fidget spinners to 14-year-olds, maybe we want to create an audience and tell our story on Snapchat using videos.

If we are a B2B company that sells a service that would be considered a boring industry to the general public, we probably should focus on engaging blog posts since most B2B decision makers prefer to get their information by reading on the web.

3. Distribute Content on Platforms Where Your Audience Hangs Out

So your audience will dictate 2 things for your content marketing strategy. WHERE you tell your brand’s story and create your content WHAT type of vehicle you use for creating this content The answers to your Where, can be anywhere from your own blog, Facebook, LinkedIn, Youtube, or Snapchat.

The answers to what type of content can be podcasts, short-form video, long-form video, blogs, or social media content. You’ll really have to spend a lot of time figuring these two things out first because they will play a huge role in determining how successful your content marketing campaign will be.

finding a content marketing agency to work with

Finding a Content Marketing Agency to Work With

So you now know that these traditional advertising methods aren’t quite what they used to be and have a solid alternative heading into 2018. What ways will your brand tell its story?

Will you be the next viral video to be played 30 million times on YouTube or will you grow a blog that gets 50,000 monthly readers and slowly builds trust with your customers and become the thought leader of your industry?

When it comes to finding a content marketing agency that is right for you, we understand that your business is your baby, and you want to protect and nurture it.

Our expert team of content marketers have helped companies in a number of markets to reach new markets, cultivate their audiences into loyal brand representatives, boost website traffic and rankings, and ultimately build customer bases from the ground up.

If you are looking to take your content marketing efforts seriously, and want to either start a content strategy or expand and improve upon the one you have had for years, we’ve got you covered.

Give us a call, fill out our form, or shoot us an email to get started. With all of our clients, we take the time to get to know your audience and their pain points in order to provide them with content that blows the competition out of the water and establishes you as a thought leader in your industry.

Our content marketing agency based in Manchester, NH may be small, but we have helped our clients achieve some huge goals!

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