The world of content marketing is slowly enveloping traditional marketing, although many consumers are unaware of the actual difference. In order for consumers to make rational purchases, it is essential that they know of the different marketing techniques that their suppliers are using, otherwise they may fall for an advertisement full of chicanery. Wasting money on a product that is not what the consumer needs or wants is never the ideal situation; therefore, you should educate yourself on the various marketing techniques used by companies so that you can avoid the traps set up by greedy company owners who do not care for their customers’ ultimate satisfaction with their products.
First, we should start off by reviewing the basic vocabulary of the marketing world. The first word on the list is marketing itself – what is does that mean, exactly? Marketing is defined as the total activities involved in selling or buying products, including advertising, transportation of goods, storage of goods, etc. However, to many consumers and business owners, marketing mostly takes on the definition of anything involving only the advertising of a product or products. This is also the definition that this article will use.
Now it is time to review the term “traditional marketing.” Traditional marketing involves an advertisement that specifically focuses on selling the consumer a company or a company’s product. This includes commercials on TV, ads in magazines and newspapers, and banner advertisements on websites. This type of marketing is slowly fading away, since consumers nowadays are doing anything within their power to avoid these advertisements. TV providers now offer DVR, where consumers can actually skip over TV commercials. Magazine and newspaper ads are easy to ignore, as well as banner advertisements scattered throughout the internet. Business owners are realizing that traditional marketing is no longer working to sell their products, so they are frantically searching for new ways to attract consumers. This is where content marketing steps in.
“Content marketing” means just what the name implies: advertising with content. Content is information and material that actually has a valuable significance. Traditional marketing has information and material, but it lacks a valuable significance. Consumers want information that they can use outside of their decision of whether or not to buy a product. For example, traditional marketing of a food item, such as a cup of yogurt, might include how delicious that cup of yogurt is, how many calories are in that cup of yogurt, and how inexpensive that cup of yogurt is. Now, if that same yogurt company wants to start using content marketing instead of traditional marketing, then they can produce a booklet or pamphlet letting consumers know the overall health benefits of all yogurts, not just their yogurt. This pamphlet contains valuable information for the consumer’s well-being that does not just focus on selling a specific cup of yogurt from a specific yogurt company.
Why Content Marketing is Better
You have already gotten a glimpse at why content marketing is better than traditional marketing. Other than the fact that consumers are much less inclined to completely ignore content marketing, why is it overall more effective than traditional marketing? Well, there are actually a few reasons. First of all, content marketing builds a connection between the consumer and the supplier. After reading the useful information provided by a company, the consumer might feel as if that company does actually care about their well-being. This will lead a consumer to make a purchase from that company rather than a company that makes their customers feel less important with very obnoxious traditional advertisements.
Another reason is that if consumers feel as if they know more about a product in general, they will be less hesitant to purchase that product. Back to the yogurt example, if someone knows how salutary yogurt actually is, then they will have a stronger desire to purchase a cup of yogurt. Content marketing can let consumers know the health value of yogurt in a less intrusive way than traditional marketing.
Content marketing can actually be exciting for a consumer to read, unlike traditional advertisements. Traditional advertisements are often assertive and obnoxious; therefore, consumers will try to avoid them. Content marketing has valuable information that consumers actually want to read for their own benefit. There might be a weekly informational article that a company produces for their customers, and this will attract a lot more attention than a banner advertisement sitting at the top of a website that is irrelevant to the subject matter.