Traditional marketing is ‘interruption-based’. This means it works by interrupting whatever a consumer is doing to grab their attention and tell them about your business. For example, TV or radio ads interrupt whatever a subscriber is viewing or listening to. Banner or pop-up ads interrupt them as they’re browsing the web or scrolling social media.
When people are busy, rushed and stressed, they’re likely to ignore traditional marketing at best, and resent it at worst. Add to this that traditional marketing tends to be expensive with extremely variable ROI: the costs for just a single primetime TV ad are often eye-watering.
Content marketing is ‘permission-based’. This means that, if you do it right, your ideal audience not only permits you to send it, but actively seeks it out. Content marketing is based on the fundamental principle of providing value – usually by educating your audience or solving a problem they’re having.
In doing so, it helps you to connect with and engage your audience.
Content marketing often costs far less than traditional marketing. It may also aim to primarily build brand awareness and/or create trust and credibility, rather than generate immediate sales. But that doesn’t mean it can’t effectively contribute to your bottom line. Forbes Magazine notes that despite costing up to 62% less than traditional marketing, content marketing can generate 300% more leads.
And that’s exactly why we specialise in content marketing!