7 Differences between Traditional and Content Marketing

Consumer mistrust of marketing is not new, but it has grown under the influence of at least three phenomena:

1.the overall rise in the level of education;

2.the rise of social media, rebalancing the relationship between brands and consumers;

3.The proliferation of press articles and television reports shelling out, for everyone, the commercial procedures of companies.

Content marketing refers to the creation and sharing of content for marketing purposes. On digital channels, it refers to the content that resides on media (eg website) that the brand or marketer owns or over which he exercises a wide editorial control (social media, syndication). In content marketing, unlike advertising, media buying is never part of the equation.

Specifically, content marketing is for a brand to produce or have produced content, internally, by a provider, or by its fans, content that can to a large extent have a life of their own apart from the commercial offer of the business. It is about making available to its customers and prospects texts, photos, videos, interesting in themselves, and making it possible to contribute, among others, to:

4.The reputation of the brand;

5.His sympathy capital;

6.It's legitimacy in its market;

7.It's spontaneous presence in the minds of the consumers ( top of mind ) for given products and services.

Traditional marketing is discontinuous, content marketing is permanent.

Traditionally, marketing is based on a campaign approach, punctuated according to the  PDCA (Plan-Do-Check-Act) model . Each campaign is designed upstream ( Plan ) using market research before being deployed ( Do ). Its results are then measured ( Check ) before the company has just adjusted ( Act ) for the next campaign.

Conversely, content marketing is a long-term process. Once the themes and targets have been identified, it is a matter of constantly producing content, whether new content or derived content (for example, a film can be broken down into excerpts, written reports). , in tweeted quotes, in photos, etc.). The signal emitted by the brand on the themes it has chosen must be continuous, to maximize the chances of capturing the attention of its targets.

Traditional marketing relies on media buying, content marketing makes the brand its own medium.

In traditional marketing, the brand tries everything to make its messages visible on the places visited by its targets. This includes the purchase of space and sponsorship. It's about making sure that the brand's messages are seen by people where they are (physical place or website), even though individuals have not come at all to see these messages.

Content marketing, on the contrary, proposes to bring the targets where the brand wants to bring them, that is to say on media that it largely controls: its website, its blogs, its pages on the social media, etc. The content must be attractive enough that the targets come spontaneously to seek it, where the brand diffuses it. In these circumstances, buying space from third parties is useless.

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