pessimists buy ads. optimists got content
Post on 16-Apr-2017
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Why Content Marketing Isn’t Advertising
DRESSING UP DIFFERENTLY ’ @frankdelmelle, May 2014
Content marketing and traditional advertising obviously share a single objective. Still, they’re not just ‘same old’ in different dresses.
You buy an ad when you fear your audience
is deaf
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOU’VE GOT SOMETHING TO SHARE YOUR AUDIENCE WANTS TO HEAR Content marketing done right: JAGUAR’S #GOODTOBEBAD AV CONTENT Anastasia Dyakovskaya, Jaguar Roars Ahead with Video Marketing,in: The Bulletin (Newscred), March 7, 2014, http://sco.lt/8GGxTl
#1
You buy an ad when you fear your audience
is penurious
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE FEELS PROSPEROUS
#2
Content marketing done right: HARRODS MAGAZINE magazine.harrods.com
You buy an ad when you fear your audience
is backward
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE IS EAGER TO LEARN
#3
Content marketing done right: BANK OF AMERICA’S BETTER MONEY HABITS http://www.bettermoneyhabits.com/en/financial-education-videos.html#fbid=NUYZb2FkGCz
You buy an ad when you think
your audience is self-centered
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE IS SOCIAL
#4
Content marketing done right: MAZDA’S LONG DRIVE HOME http://instagram.com/mazdacanada
You buy an ad when you fear
your audience’s ultra short
attention span
YOU INVEST IN CONTENT WHEN YOU’VE GOT SOMETHING TO SHARE THAT’S WORTH YOUR AUDIENCE’S ATTENTION
#5
Content marketing done right: LILLY’S STORIES WORTH TELLING http://youtu.be/bupkX0nM5lk
You buy an ad when you assume
your audience doesn’t care
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE DOES CARE Content marketing done right: T.ROWE PRICE’S COLLEGE SAVINGS CHILLOUT http://topliners.eloqua.com/groups/vertical-content-library/blog/2014/04/28/3-industries-upping-the-content-marketing-ante
#6
You buy an ad when you fear your audience
is numb
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE WANTS TO DISCOVER Content marketing done right: RENAISSANCE HOTELS’ NAVIGATORS http://renaissance-hotels.marriott.com/
#7
You buy an ad when you fear
Wikipedia, Vimeo, Twitter
and the like
YOU INVEST IN CONTENT WHEN YOU FAVOUR CONVERSATION, RECOMMENDATION, WORD OF MOUTH, ...
#8
http://www.rtl.de/cms/news/zalando-drei-monate-undercover-3a32f-ada1-91-1873810.html
Content marketing done/gone wrong: "WER UNBEQUEM IST, WIRD ENTSORGT!” #ZALANDO SHITSTORM http://www.rtl.de/cms/news/zalando-drei-monate-undercover-3a32f-ada1-91-1873810.html; http://vimeo.com/92279848
#9 Content marketing done right: TESCO’S REAL FOOD / RECIPES http://realfood.tesco.com/recipes.html
You buy an ad when you fear
you won’t be found
YOU INVEST IN CONTENT WHEN YOU’VE GOT SOMETHING TO SHARE PEOPLE ARE LOOKING FOR
You buy an ad when you fear
reach will require serious spraying
and/or spamming
#10
Content marketing done right: MINI’S ALL THE WRONG PLACES http://www.vice.com/allthewrongplaces-2
YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT IT WILL EARN YOU FANS, MEMBERS, DOWNLOADERS, SUBSCRIBERS, ... CUSTOMERS.
Conclusion?
Pessimists buy ads. OPTIMISTS GOT CONTENT.
’ @frankdelmelle, May 2014
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