People often have some doubts about the differences between Advertising and or between Advertising and (our topic in question). And more than the differences, the thing is that we don’t always know when to use one or the other. Has it happened to you? Don’t worry, you’re not alone!
The first thing you need to know is that Advertising and Digital Marketing are not exactly synonyms. The first is the a more traditional tool, whose characteristic is to give direct and often impersonal messages, through paid channels on products and services. As for digital marketing, it refers to the activities that are executed online in order to attract business, create relationships and develop a brand. Advertising is one of the many tools within digital marketing.
To know which one to choose, yes or some extra technique of digital marketing, we must base ourselves on the basic principle of intentionalitynamely, What is the purpose to be achieved?
Do you want your product be known by the public in order to sell it? Or do you not only want your product to be known by a specific audience and sell it, but that you also want to nurture a more personal relationship with your audience? Well, answering those questions is essential. to know if you use any internal strategy of Digital Marketing or Advertising as such.
One of those strategies within Digital Marketing is Content Marketing, which has gained an important space online not for selling products or services (which is still one of its functions) but for nurturing strong and close relationships with buyer .
You may now have a mess in your head due to the large number of information and concepts that we have presented to you, right? But calm down! Don’t worry, everything will be fine.
In this article we will present some definitions and concepts that you need to know to know whether to choose Content Marketing or Advertising.
What is Advertising?
First, you need to be clear that the objective here is not to “close” the concept of Advertising, nor to impose a single correct definition. On the contrary, We will present you with some possibilities.
The origin of the word comes from Latin, whose meaning, in short, is everything related to the public/people. Over the years, especially with the popularization of the press in the Middle Ages, the word has changed and has assumed other meanings. However, it will always be semantically related to the public or to the fact of bringing something to the public.
Currently, advertising is more related to the concept of promoting and selling a product. There is no specific audience, that is, advertising generally aims to reach as many people as possible without exactly meeting a specific need of the public. In other words, advertising does not attend to a specific problem whose solution lies in the information and then in the product, but rather attends more to the economic needs of the brand and the masses.
When we talk about public in advertising or traditional marketing, the concept is limited to superficial descriptions such as:
- designers
- Between 25 and 40 years
- They work in large agencies
- Monthly Rent between $3,000.00 and 10,000.00
As you see, there is no specific approach, nor a definition of tastes or preferences. So it turns out to be a little more difficult for your audience to identify with the communication; at least as far as today is concerned.
In addition, in traditional advertising it is not common to talk about exact and measurable, nor to analyze the data day after day to make modifications or to know if you are pleasing or not to your public.
What is Content Marketing?
With the popularization of the Internet and especially with the emergence of Social Networks, has changed the way of selling, most likely forever. This is not an exaggeration but a statement of the truth: Today, everyone, or at least the vast majority, is connected to the Internet all the time.
You will be thinking: And what does that have to do with Content Marketing? Well, ¡all! I’ll explain… Digital Marketing is currently the most common way to promote your content, your brand and your products. that because the world has changed and information is now democratized and found more easily than before.
The Content MarketingBasically, it is a Digital Marketing strategy that Its main objective is relevant to a specific audience. That is to say, the contents are made, generally, to solve a doubt or a problem.
The public that has contact with these contents, generally do not consume them on impulse or by chance. Although it can happen, depending on the stage of the in which they are.
One of the words that can define Content Marketing is ID. That’s because the main objective is not only to sell a product, but also to nurture a relationship and . And that is related to the concept and definition of your buyer person.
Do you remember that in Advertising there is a public that is not so detailed? Well, in Content Marketing, the first thing you should do is create your buyer persona. A character created with real data from your customers to describe an ideal consumer of your content.
Is it still not clear to you how to build a buyer persona? Well, I will give you an example making an analogy with the data of the target audience mentioned in the advertising, okay?
- Caroline Silva, 29 years old
- Designer of a large agency
- Single and likes to spend free time with her friends
- She likes Rock concerts and is connected on all Social Networks
- Post-Graduate in Digital Marketing
- You want to be valued in your work
- You are under pressure to raise the results of your strategy
- You want to apply the concepts of Digital Marketing in your work but your bosses prefer Traditional Advertising
- Monthly Income between $ 5,000.00 and 30,000.00
You see? With the specifications of your buyer persona profile, it is easier for you to produce relevant content to solve your doubts and problems. In addition to that, TRUE?
Well, that way it’s sure to be easier to build a closer relationship with your audience and build loyalty.
Well, now that you have learned a little about the two concepts of Advertising and Content Marketing, I am sure that you can answer the following question:
Content Marketing or Advertising?
First of all, I would like to make it clear that this article It’s not meant to tell you that you have to choose one or neither form an opinion that one strategy is better or worse than the other, okay?
What I have presented to you here are some of the possibilities and a summary of the thousands of concepts that you can use in your strategy. As I said before, everything will depend on your intention.
In other words, before choosing which is the best option for your business, you need to think about:
What are my short and long term goals?
If your goals are just short-term sales without creating a “relationship” with the customer, you should choose the Traditional Advertising.
On the other hand, if you have long-term goals and build a relationship, you should choose the Content Marketing.
Do I have time to produce relevant content for my client?
If the answer is yes”. So you should go with him. Content Marketing.
Would I like to work with social networks?
If the answer is “No, Never or Never”. So you have to choose the Advertising.
conclusion
In this article the objective was to present you some of the possibilities and also make you reflect a little about how important it is to have a strategy Regardless of which path you choose.
It is essential to tell you, after all, that there is no magic trick, spell or some kind of incantation that will make you successful overnight. For any sales strategy, whether traditional or not, it is necessary to dedication to achieve your goals and increase your leads or your sales.
So, ideally, you should have in your mind the identity of your business, your product and the intention of your strategy so you can choose between Content Marketing or Advertising. What we present here, surely, is so that you can help you start building your opinion.
doDo you have any questions or want to make a suggestion? doIs there a concept or definition that is not very clear to you? what?Do you know any concept, definition or strategy that was not mentioned here? Let us know in the comments!
This article was written by RockContent.
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