Content marketing works better than advertising because it is not interruptive and has numerous additional benefits.It is one of the fastest growing industries in the high-tech area and many big companies like IBM and Coca-Cola have completely switched over to content marketing from conventional advertising.
In addition to not being interruptive it is less expensive than advertising. Pay per Click campaigns or putting up banners can be costly for small and medium-sized businesses. Advertising on TV and print media can be even more expensive.
Which benefits do content marketing and advertising have to offer?
Both advertising and content try to create relevant benefits for consumers. For content marketing, the immaterial need for cognition, that is for knowledge, understanding, progress, orientation, learning and advice, is particularly interesting. This can be fulfilled by informative contents like infographics, useful tips and techniques and explanatory videos.
Classic advertising can only promise a benefit, without delivering it. The fulfillment of the material benefit lies solely with the company or in the form of the product or service. Between the promise and the actual fulfillment, the consumer can only have confidence in the company or the brand. It becomes problematic if the company does not satisfactorily fulfill the promised service from the advertising.
Content marketing comes into play as an intermediate step. It cannot fulfill the material use, but at least an immaterial one. Therefore, it is higher on the degree of need fulfilment than the crude advertising.
Attention and interest can be generated by both advertising and content marketing. But credibility and authenticity can only be generated by content marketing. A convincing brand experience by the company adds to the credibility.
What is the concrete advantage of content?
The first and foremost benefit of content for the consumer is its utility value. This means the consumer can do something directly with it and make use of instructions, practical examples, hints and tips. Content with knowledge and orientation value supports the consumer by making the challenge he is facing more tangible for him. Analyses, studies, definitions, contributions to point out the connections are suitable. Formats can include entertainment and conversation value like memes, they can also be particularly aesthetically attractive or contain a surprise effect.
Listed below some of the many benefits of content marketing:
In order to stand out from advertising, content marketing must be strategically anchored. The marketing and effective distribution of content also plays an important role. The good news is that companies are nearly four times more likely to see higher ROI on inbound than outbound.
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