Traditional marketing and content marketing are very different in purpose and execution. Although both encompassing standardised notions of marketing, i.e carrying a brand’s message across and raising awareness, there are contrasts in how these efforts are carried out.
For example, traditional marketing encompasses old school (although still relevant) forms of marketing outreach, usually relying on cold leads and outbound efforts (i.e the business reaches out to the consumer or business). For example, these methods would fall under traditional marketing efforts:
Cold emailing & follow ups
The goal of traditional marketing is to put across a brand’s message in as little time as possible – think the 30 second advertising space that large tech companies pay for a spot during the NFL Super Bowl halftime, or a 1 minute jingle and promotional message over the radio. In the same way, billboards that sit on the side of highways, or smaller posters outside cinemas or theatres have a very short amount of time to make their presence known an audience, carry the brand’s message across and give them a ‘stick’, ie. something quirky or interesting that causes the brand name to stick in the person’s mind. People see around 4-5000 adverts per day in 2018, so it is very likely you will forget 99% of them, that’s why traditional marketing efforts have become so difficult to master in a manner that is effective in terms of ROI. If you compare this with the 1970s, people would be exposed to around 500, so the ROI would have been a lot higher. Therefore, savvy marketers have invested huge effort and time into discovering and perfecting new forms of promotion, like inbound and content marketing.
Content Marketing falls under inbound marketing, which means the lead (potential customer) approaches the business. This is usually achieved through adding value to the customer or lead, such as though blogging, sharing valuable content like interviews on certain topics, podcasts or presentations. Content marketing is designed to offer the potential customer a way to build a positive relationship with the brand indirectly, while at the same time exposing them to a strategy that results in them either sharing the content to a wider audience, or providing their email address to subscribe to more content. This in turn provides a warm lead to the business as they have been given the customers information voluntarily, which can likely then be used for marketing purposes.
Hope that helps, and let me know if you need any help with content marketing! I’d love to jump on a call. Take care,
Jeroen @ Fullservice.co