The Move from Traditional to Digital Content Marketing
You’ve worked hard to build your business. You’ve put in the hours and checked all the right boxes. You’ve spread the word and spent money on traditional advertising. Why pivot to content marketing, when the old ways seem to be working fine?
Content marketing is one of the most efficient and effective ways for businesses to market themselves online. For years, traditional forms of advertising reigned supreme, but studies show that consumers are increasingly ignoring ads to get to the content they actually want to see.1 While disruptive marketing has its benefits, more users are receptive to a content marketing approach which invites questions and solicits answers.
Let’s Talk Traditional
What is traditional marketing anyway? You’ve likely used traditional marketing practices for your business and see the value in getting your word out to as many people as possible. The most common forms of traditional marketing could include:
- Print (newspapers or magazines)
- Direct Mail (flyers, letters)
- Out of Home (Billboards)
Marketing guru Seth Godin would argue that all marketing is either ‘interruption’ or ‘permission’ based. Most of the traditional marketing we see falls into the category of ‘interruption.’ As Godin says, "interruption marketing is… based on inserting itself into the target audience’s life. A person doesn’t choose to watch an ad on television—the ad interrupts the show they are watching."2
While traditional marketing is important, it should not be your entire toolkit. The average person spends over six hours online, and the internet is their main source of information.3 As we’ve mentioned in a previous blog post, content marketing is huge and will continue to be in the future.
Yes, it’s a Cliché, but We’ll Still Say it - Content is King!
Following Godin’s lead, content marketing would be ‘permission’ based because its closely tied to consumer interest.4 These principles of content marketing make it a successful and timeless approach to attract new consumers and grow an online presence:
- Audience Targeting: Content marketing specifically targets your desired audience. It’s the difference between throwing a wide net hoping for a fish and tempting one with an attractive bait.
- Opt-in: Content marketing invites audiences to learn more on their will, creating an active consumer, not a passive recipient.
- Long-term Relationship: If consumers see value in the information being served, they will return for more.
- Widens the Circle of Influence: When your audience loves the content they consume, they will want to share it. User generated content in the form of their feedback and comments will also bring you more followers.
On our blog, you can find many useful articles about the versatile nature of content marketing, including the new approaches we can expect in 2020. Content marketing doesn’t just have to include blog posts or FAQ pages; from chat-bots to voice activation hacks, content marketing allows marketers to share valuable information with their audiences in creative ways.
Bringing Content Marketing into the Fold
You’ve decided to give content marketing a try. How do you get started?
The first step is to determine your desired audience and understand your strengths as a marketer. Determining the amount of time and resources you can dedicate to your strategy will influence the formats you use. It can also be helpful to determine your long-term content marketing plan and setting goals for success. We’ve covered the ins and outs of the plan in our article, "Going the Distance" on our blog.
Going digital doesn’t mean abandoning all traditional marketing practices. Your strategy can include a healthy balance of content marketing and the best traditional mediums. The key to success for your business is as unique as your business itself.
Struggling to find the right tools and words to make your marketing strategy shine? Our team of experts at MintCopy can help you keep your content relevant and interesting. Interested in learning more about what we do? Call us today or use the online form below and we’ll set up a time to talk.