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