Why Content Marketing Is Challenging Traditional Methods
In today’s digital age, when it comes to marketing your business, the big question often comes down to:
Should you lean towards content marketing or stick with traditional marketing methods?
In this post, we’re going to compare the classic approach of traditional marketing with content marketing.
So, whether you're looking to build brand authority, measure your marketing success, or simply find the most sustainable way to market in today's world, this comparison has you covered.
But first, let me share a quick story.
I have quite a bit of experience and education in marketing and sales.
Several years ago (not trying to age myself here 😉), believing that the online universe was going to lead to the biggest shift in marketing in ages, I went back to school to study e-commerce. At the time, there were very few schools that had a dedicated degree program for online marketing.
(Now a significant portion of a standard marketing degree is dedicated to online marketing.)
While in school, I started consulting on the side.
One of my first clients was convinced traditional marketing was the best way to get traction and grow their business.
However, they wanted to forge into offering their services online and thought all they needed to do was build a website. They struggled with the “if you build it, they will come” mentality. But the internet isn’t exactly a Field of Dreams.
So, I finally convinced them that more was needed.
We narrowed their ideal client, started a blog, created an email marketing strategy to grow an email list, promoted the blog to their email list and on social media, shared insights and resources and shifted to a “service” mindset to attract potential clients.
And, while the change didn’t happen overnight, we began to see a legitimate shift. People began engaging with the content, asking questions, and becoming part of a growing community.
And, honestly, this is when I came to truly appreciate the power of content marketing. In fact, it was a major factor in my decision to narrow my focus to content marketing.
So, while I’m admittedly biased, both content and traditional marketing serve their purpose. It just depends on what type of business you have and what your objectives are.
Also, as we explore the contrast between content marketing and traditional marketing, think about what kind of conversation you want to have with your audience and how you want them to feel when they encounter your brand.
Content vs. Interruption
In marketing, how you reach your audience is just as important as what you’re communicating.
So we’re going to start her because content marketing and traditional marketing differ fundamentally in their approach to capturing audience attention.
Traditional Marketing – The Interruption Model
Think about common traditional marketing methods – TV commercials, radio ads, billboards, etc. They’re like uninvited guests, popping in unannounced.
This is the interruption model.
It’s about catching your audience’s attention when they’re doing something else, like watching a favorite show, listening to the radio or driving home from work. The goal is to divert their attention, even if just for a few seconds, to deliver a marketing message.
Although it can be effective at times, it can often be seen as intrusive.
In a world where people are increasingly seeking control over what they consume, this approach can be a double-edged sword.
Content Marketing – The Engagement Model
Now let’s shift to content marketing. Imagine you’re scrolling through Instagram and come across a post that catches your eye. It’s usually not just any content – it’s relevant, interesting and adds value for you.
That’s content marketing in its essence. It doesn’t interrupt … it invites.
It’s about creating content that your audience is looking to consume.
This approach aligns better with the way people want to interact with content today – on their terms, at their convenience and tailored to their interests.
This Shift in Audience Expectations
The key difference lies in audience expectations and behavior.
With the rise of digital media, people have more control over what they consume. They can skip ads, use ad blockers, or simply change the channel, ignoring traditional marketing messages.
Content marketing, on the other hand, leverages this shift by offering content that audiences seek out and engage with willingly. It’s about being part of the conversation, not interrupting it.
In short, while traditional marketing tries to seize attention, content marketing seeks to attract it.
Now that you have a general understanding of the fundamental differences between traditional and content marketing, let’s dig into some specific aspects.
Audience Engagement
In marketing, the way a brand engages with its audience can make all the difference.
Here, we have a stark contrast between content marketing and traditional marketing.
Traditional Marketing – A Broadcast Approach
Traditional marketing often follows a broadcast approach.
Billboards, radio ads, and TV commercials are all designed to reach a broad audience, delivering a one-size-fits-all message. Although this method can achieve wide visibility, the engagement it fosters if often only surface level.
The communication is one-way – the brand speaks and the audience listens (hopefully). There’s limited room for interaction or dialogue, making it challenging to build a relationship with the audience.
Think of it as speaking over a PA system in a crowded market. Many may hear you but few will feel personally addressed.
Content Marketing – Relationship Building
In content marketing, engagement is the heart and soul of the strategy. It’s not just about reaching an audience; it’s about connecting with them.
This approach involves creating content that resonates with the interests, challenges and desires of the audience you are trying to reach. The focus is on starting a conversation and encouraging interaction.
This two-way street allows for feedback, comments, shares and discussions, deepening the audience’s connection with the brand.
It doesn’t just capture attention, it nurtures relationships, fosters loyalty and can often turn customers into brand advocates.
Cost and Reach
Understanding the financial implications and reach potential of marketing strategies is crucial for any business, particularly those in the online courses/education, coaching and information space.
Traditional Marketing – High Cost, Broad Reach
Traditional marketing of print ads, commercials, etc. often requires a substantial financial outlay. Production costs for these mediums can be high and the expenses for space or airtime add up quickly.
However, the potential to reach is broad and can expose your brand to wide audiences, often spanning diverse demographics.
However, there’s a catch. When you scatter your marketing, you may reach many but you may not be reaching your ideal audience.
And with the costs associated with traditional marketing, smaller businesses or those with limited budgets will likely find it challenging to compete with larger entities that can afford extensive campaigns.
Content Marketing – Cost Effective, Targeted Reach
Generally, content marketing can be more cost-effective, especially for businesses with limited budgets.
Creating a blog post, for instance, might only cost you time and creativity (or the expense of hiring a writer) and social media provides free channels to distribute your content.
But the real magic of content marketing lies in its ability to target specific segments of your ideal audience. This targeted approach often leads to higher engagement rates and a stronger return on investment (ROI).
In addition, content marketing isn’t just about immediate reach. It’s about building a lasting online presence. Your content, if evergreen, continues to attract and engage new audiences over time without additional investment.
This long-term value contrasts sharply with traditional marketing where the impact often fades as soon as the ads stop running.
Brand Authority and Trust
Establishing your brand as a trusted authority in your industry is pivotal.
Traditional Marketing – Brand Recognition and Visibility
Traditional marketing methods are powerful tools for creating brand recognition. They can put their brand in front of a large audience, often in a memorable way.
This visibility is critical in establishing brand presence and can be particularly effective in industries where brand recognition is a key factor in consumer decision-making.
However, brand recognition doesn’t necessarily mean brand loyalty. For example, although I tend to refer to all tissues as Kleenex, it doesn’t mean that I’m buying Kleenex. I may, and often do, buy a different brand, be it Kroger or Costco or something else.
Also, the one-way nature of traditional marketing communication means they’re often perceived as purely promotional, making it challenging to establish the brand as a knowledgeable and trustworthy expert in their field.
Content Marketing – Building Trust through Value and Expertise
Content Marketing takes a different approach.
It’s not just about putting your brand out there. It’s about proving its value to your audience. By sharing insightful, informative and relevant content, you demonstrate expertise and knowledge in your field.
When your audience sees your brand as helpful, educational or even inspiring, they begin to see your brand as a trusted source of information.
This trust is the cornerstone of lasting customer relationships and can be more impactful in the long term compared to the immediate recognition generated by traditional marketing methods.
Measurability
In the world of marketing, understanding the impact of your strategies is essential. Measurability is the lens through which we can assess the effectiveness of our marketing efforts.
Traditional Marketing – Quantifying Exposure
In traditional marketing, metrics such as reach, frequency, circulation numbers and viewership rating are commonly used to gauge success. These metrics tell you how many people potentially saw or heard your advertisement.
However, these metrics often provide a broad picture of exposure that than deep insight into audience engagement or behavior.
They can tell you ‘how many,’ but not necessarily ‘how well’ your message resonated or what action it drove.
Content Marketing – A Deeper Dive into Engagement and Conversion
Content marketing, in contract, offers a richer set of metrics that provide deeper insights into audience engagement and behavior.
Digital platforms enable the tracking of website traffic, time spent on content, bounce rates, shares, likes, comments and conversion rates.
These metrics go beyond exposure. They provide a window into understanding how your audience interacts with your content.
For example, you can track how many people downloaded a resource after reading a blog post. You can look at insights to learn about your social media followers.
In fact, not only should the analytics available in content marketing measure success but they should also guide your strategy.
By understanding which types of content perform best, you can refine your approach and hyper-focus on what’s working. This adaptability is a significant advantage in content marketing, allowing for continuous improvement and more effective audience targeting.
Sustainability and Eco-Friendliness
In an era where environmental impact is a critical concern, the way we market our businesses takes on a new significance.
Traditional Marketing – Physical Footprint Challenges
Traditional marketing often involves physical materials: paper for print ads, direct mailers, signs, etc.
The production, distribution and disposal of these materials can have a significant environmental impact. From the energy used in production to the waste generated by outdated materials, traditional marketing can leave a substantial ecological footprint, especially over time.
In addition, there are often logistical considerations with distributing physical marketing materials, such as transportation and delivery, which contribute to carbon emissions, further impacting the environment.
These aspects of traditional marketing are increasingly being scrutinized by environmentally conscious consumers and businesses alike.
Content Marketing – A Greener Alternative
On the other hand, content marketing leans toward a more sustainable approach.
Digital content – whether it’s a blog post, YouTube video or a social media campaign – doesn’t require physical materials for its creation and distribution.
This inherently reduces its environmental impact.
Digital content also offers longevity and adaptability without additional resource expenditure. A post or video, for example, can be updated with new information, repurposed, and reused over time.
In addition, digital platforms often provide tools to optimize energy usage and reduce the carbon footprint associated with hosting and accessing content. This modern approach aligns well with the increasing global emphasis on sustainability and eco-friendly business practices.
It’s important to note that consumer preferences are also shifting toward more environmentally friendly practices. As awareness continues to grow, consumers increasingly tend to favor businesses that demonstrate environmental responsibility.
Time and Persistence
In marketing success isn’t just about the strategies you choose, it’s also about the time and persistence you invest in them.
Both content marketing and traditional marketing require dedication, but in different ways and with varying timelines for seeing results.
Traditional Marketing – Quick Launch, Short-Lived Impact
Traditional marketing strategies often have a quicker setup and launch phase. Once the ad is created and the space or airtime secured, the campaign is essentially live.
This immediacy can be advantageous for short-term goals, like promoting a specific event or sale.
However, the impact of traditional marketing tends to be short-lived. Once the ad campaign ends, its visibility and impact typically decline rapidly.
This means for continuous visibility, you need ongoing investment and repeated campaigns, which can be cost and labor-intensive over time.
Content Marketing – Gradual Growth with Lasting Impact
Content marketing, on the other hand, is often a gradual build. Creating content that resonates with your audience takes time, effort and consistency.
Unlike a one-off ad, a content marketing strategy is about building a body of work that grows and evolves over time.
The beauty of content marketing lies in its cumulative effect. Each piece of content – be it a blog, podcast or video – can continue to attract and engage new audiences long after it’s published.
This means that your efforts can yield results long into the future, often increasing in value over time.
Persistence and consistency are key in content marketing. Regularly publishing quality content keeps your audience engaged and helps you search rankings (SEO).
For businesses, the choice between content marketing and traditional marketing often comes down to the type of business and balancing the immediate needs with long-term goals.
While traditional marketing can provide quicker exposure, organic content marketing offers a sustainable approach that builds over time.
Both strategies have their unique strengths and challenges. And you don’t have to choose one to the exclusion of the other. In many cases, especially if you have a locally based service business, a hybrid approach can be incredibly effective.
Most importantly, remember, that the world of marketing is ever-evolving. What works today might need to be adjusted tomorrow. Continuously learning, experimenting and adapting your strategies will keep your marketing efforts fresh and relevant.
As you continue to refine your marketing strategies, keep your audience at the heart of your efforts and you’ll find the path that leads to growth and success.
And be sure to follow me on Instagram for more content marketing tips and tricks!