Understanding Content Marketing vs Advertising
Getting the word out about your brand or product involves a careful balance between advertising and content marketing. To do this properly, you need to know the difference between the two. Both practices are vital for brand awareness, and they each offer various advantages. If you wish to leverage your copywriting and other marketing materials to get the best results possible, your advertising efforts should be only one part of your overall campaign.
Exploring the Differences Between Advertising and Content Marketing
The biggest difference is that content marketing typically uses media that you own, whereas, advertising uses media that you rent and pay for. You can publish content on your website, blog and social channels for free but to promote your content in an online magazine, in Google AdWords, on the radio, TV, etc. will require you to buy ad space.
Here are 3 other important distinctions:
- Advertising is Usually Obvious – When you see a TV ad for breakfast cereal, you are likely aware that this is a paid advertisement. The same is true when you hear a radio promotion for an upcoming concert or other event. It is typically quite clear that such an ad is intended to promote whatever item and brand is being advertised.
- Marketing may be Subtler – If you are being marketed to, you might not recognize it immediately. This may be particularly true in the case of content marketing. If you subscribe to a recipe site’s newsletter and receive a weekly recipe via email, you may not realize that these emails are part of a marketing campaign. The campaign might be to simply generate awareness or interest in a brand, such as a company that sells cooking utensils. The purpose might also be to sell a new or existing product or service.
- Different Formats – Generally speaking, content marketing and advertising are implemented via different types of formats. Advertising may be done through ads on television, radio, the Internet, newspapers and magazines. When you click on a Google pay-per-click ad, you know that this is an advertisement intended to produce a sale or conversion. Content marketing utilizes an assortment of formats, as well. You might be exposed to this type of marketing via blog posts, podcasts, videos, and eNewsletters, in addition to other kinds of content.
When you apply them properly, advertising and content marketing practices can help you to build a strong customer base. By providing ongoing ads and digital content, you may also work to retain more customers overall. If you are confused about how to get started, you might consider hiring an advertising consultant. Also, remember to use an experienced copywriter who knows about SEO and other important content marketing techniques.