March 18, 2014
Advertising versus Storytelling
We are often asked what the difference is between “traditional advertising” and “content marketing” or what we call storytelling. Allow us to share a series of simple explanations:
• Traditional advertising’s purpose is to build brand awareness using mass media. Content marketing’s purpose is to go deeper by sharing relevant information or living-proof stories about the brand with a customer.
• Traditional advertising relies on outbound techniques to push the message in front of an audience. Content marketing is typically shared with audiences actively seeking information about your product or service through the Internet or other digital media. In this case, they “pull” information or opt-in to have information sent to them.
• Traditional advertising requires investing in mass media venues such as television, radio, newspaper, online advertising, etc. Content marketing primarily utilizes free channels such as the web, social media, and other digital media channels to post engaging information such as “how to stories, customer testimonials, and case studies.
• Traditional advertising focuses on trying to break through the overwhelming clutter of ads that consumers are subjected to every day. Content marketing focuses on earning the trust of a customer by providing relevant information about a product or service.
Traditional advertising is often considered overly obtrusive and even unwanted. Content marketing allows a customer to decide whether he/she wants to receive and read the message, watch the video, or share the story with a friend.
Earning and achieving trust is a key factor in successfully growing and retaining your customer base.
“I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.”
~ Friedrich Nietzsche