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Content marketing focuses on providing relevant, valuable content to a target audience rather than a mass audience.
With any business, it’s important to get your name and products in front of the right people.
Marketing has always been about telling stories that capture an audience’s imagination and move them to act.
The more compelling the story, the more likely customers will embrace the message.
Businesses mainly using traditional marketing methods may not quite see the difference between traditional marketing and content marketing at first glance.
After all, content is used to market products and services as a part of traditional marketing tactics.
So what makes content marketing so different from traditional marketing, and which strategy should you employ?
These are marketing strategies in which companies create valuable content to educate potential customers to lure them in.
Traditional advertising relies on your marketing team researching the best places to promote your product, and content marketing relies on readers enjoying and sharing the content for you.
We’ve broken down the highlights of each marketing strategy and some of the disadvantages below with pros and cons.
Every business uses marketing strategies to gain visibility and sell, but the differences between content marketing vs traditional marketing are rarely discussed.
In this blog, you will learn about content marketing vs. traditional marketing, and the key advantages for your business.
What Is Traditional Marketing?
Traditional marketing is any marketing that is forced into the view of a person.
For example, television ads, radio commercials, newspaper ads, magazine ads, billboards banners, brochures, etc.
Traditional marketing tells consumers all about a business, a product, or a service. They show off images and direct information about whatever they are selling.
Traditional marketing comes at consumers when they’re doing something else (watching television, driving, listening to the radio), which can interrupt whatever they’re experiencing.
Traditional marketing is the marketing you grew up with.
It is an interruptive marketing strategy in which advertisements or promotions for products or services reach consumers whenever and wherever companies want them to.
Interruptive marketing tactics are sometimes called digital marketing efforts, like pop-ups, pre-roll videos, and social media ads.
With traditional marketing, you either close the sale when you market your product or service or don’t.
This means that once a traditional marketing campaign is over – it’s over. This doesn’t mean that you should never use traditional marketing.
Implementing both content marketing and traditional marketing strategies can be beneficial if you have the budget.
Although some methods contain some entertainment elements, their main point is to educate the audience about something that has been sold and give them information about how anyone would buy it.
Examples of Traditional Marketing Campaigns
Rented billboard space, purchased radio airtime, and bought PPC ads are good examples of how traditional marketers get their message out to a rented audience.
What Are The Downsides of Renting An Audience?
When you rent something, it isn’t yours – and eventually, you have to give it back.
Traditional marketers pay money to platforms with an audience to get their message seen by that particular set of eyes (which is there to see something else).
When traditional marketing campaigns are complete, “rented” eyes are no longer on your message – and besides the people you’ve converted to customers — you no longer have a crowd of potential consumers or brand loyalists.
However, before the age of internet ads, many brands used TV commercials, print, or direct mail to offer irresistible deals that customers could consider.
Due to the cost and ad requirements, start-ups and small businesses weren’t always able to compete beyond a local audience. That isn’t the case anymore.
Modern technology has caused some evolution of traditional marketing techniques.
Today, social media advertising (primarily Facebook ads), YouTube ads, advertisements on streaming services, sponsored marketing, and other “outbound” techniques could be considered offshoots of traditional marketing.
Thanks to social media advertising, Google display network, and search engine ads, traditional advertising is everywhere and can target just about anyone for any product they may be interested in.
However, customers are actively trying to block ads and see fewer ads.
What Is Content Marketing?
Content marketing (also referred to as Inbound Marketing) differs from traditional marketing.
Content marketing is an inbound marketing strategy in which all types of content is created and then published online in a variety of locations
Content marketing involves creating free materials such as articles, videos, blogs, tweets, and emails to inform, entertain and educate.
The intent is the same as traditional marketing: to achieve more leads and sales.
Content marketers spend time researching their audience and finding out exactly what types of content their target audience wants to read the most.
They look at trends and the types of blog posts that do best, and they even research where their audience can be found so they can distribute the content in all the right places
As long as you keep up with your company blog and always post valuable information, blog visitors will do the rest.
Content marketing material offers something of value to those who consume it. It can enlighten the reader on a particular product, teach them how to buy, or entertain.
One of the key differences between content marketing vs. traditional marketing is that this type of marketing uses a permissive marketing technique.
Content marketing isn’t as direct. Instead of mentioning things, content marketing puts out content that the target consumer finds on their own.
It is a way to show consumers that you’re knowledgeable in your industry, and that they can count on you for helpful information.
It helps the customer feel more involved in the purchasing process, which may increase trust in the company and lead to more sales.
The brand helps marketers learn more about their customers, which can positively influence future marketing campaigns.
For professional advice on successfully implementing a content marketing strategy into your marketing campaign, check out our content strategy blog written by Kennected’s CMO and co-founder, Stephen-Twomey.
Advantages And Disadvantages of Traditional Advertising
For instance, traditional marketing tactics—particularly TV and radio space—give you access to extremely vast audiences.
The traditional marketing models tended to score the biggest wins for those with the biggest budgets.
Today, that’s changing as whoever is creating the best content and generating the most stimulating conversations wins.
Traditional marketing campaigns are much steadier than content marketing campaigns. They are released and finished with some level of effectiveness.
Traditional marketing efforts don’t necessarily build upon themselves, and each campaign isn’t necessarily “easier” than the one before it.
Advantages And Disadvantages of Content Marketing
Advertisements and sponsored content are meant only to show off the product. Creating content for a content marketing campaign is about so much more than that.
It gives you a chance to create content that offers something to your customers, whether information, assistance, or simply entertainment.
This allows you to build trust, producing a loyal and reliable audience.
Content has a longer shelf-life. Once you stop paying for an advertising campaign, it is removed from circulation, yet great content can live for months and years.
Instead of content being time-sensitive, content is evergreen. This means the information is relevant for a long time, possibly forever.
It can also stay online for as long as the company has access to its digital platforms.
Evergreen content is a way for brands to stay consistently in front of their target audiences without pushing a specific product or service, like traditional advertising.
Like the co-founder of Moz, Rand Fishkin said, “Content marketing is a flywheel marketing strategy- it’s hard to turn the wheel at the get-go, but once its’ already rolling, it’s fast and powerful.”
Content can grow your audience. People are more likely to pass on a good article to their social media networks.
But content marketing costs way less than traditional advertising, and it benefits businesses in many ways.
Every marketer is concerned about money (that’s what it’s all about, after all) – and research has shown that when you weigh content marketing vs. traditional marketing – content marketing is a more affordable marketing strategy.
Suppose you only have a small budget to work with.
In that case, content marketing will be much more effective because you’ll be able to sustain your marketing efforts for a longer period and gradually increase brand authority, brand exposure, web traffic, and leads, all of which will eventually turn into sales.
Demand Metric says that content marketing efforts cost 62% less than traditional marketing, bringing three times as many leads.
Although most businesses typically spend about 25% of their marketing budget on content marketing, even a tiny percentage of that expenditure would benefit your business.
With online content, there is much more opportunity to talk with consumers.
They can leave comments on your blog posts, interact with you on your webinar or podcast, comment and like your social media posts.
And content allows you to respond, letting you get to know your potential customers and allowing them to trust you.
Do Companies Use Both Tactics?
Many successful companies make use of both traditional and content marketing. Coca-Cola is a prime example of this.
This brand has long been known for traditional advertisements that tell a story—everything from jolly St. Nick enjoying a Coke at Christmas to images of smiling families sharing a frosty soda.
The Bottom Line
So now you have seen how content marketing vs. traditional marketing stacks up, and how it can help your marketing efforts. Give it a go and see how it improves your lead generation!
Regardless of your route, implementing a content marketing campaign into your marketing strategy will only benefit you.
It is cheaper, more effective, and easier to accomplish than traditional methods.
If you have been stuck in the mindset of traditional advertising–print ads, radio ads, direct mailings, banner ads, and the like–it’s time for you to expand your horizons.
Content marketing has taken over, and it’s not hard to see why.
However, this does not mean that we should do away with traditional marketing efforts.
Market experts now believe that the best marketers are the ones who can incorporate both content marketing methods and traditional marketing methods.
While you strategize, use LinkedIn’s #1 lead generation tool, Cloud Kennect.
It uses personalization with a dash of automation to make lead generation and networking easier for you, which means more money in your pocket.
To learn more, visit Kennected today!