Why You Need To Invest More In Content Marketing And Less In Advertising

content marketing versus advertising

Are you still wasting your money in expensive online, or offline advertising?

The truth is that if you are, you are going to have more and more hard time to reach your potential customers that way, because advertising is not what it used to be.

Life is not a long quiet river. Life evolves.

It always has, and always will be.

Advertisement and the way people receive advertisement messages today, as opposed to how they did yesterday, has evolved too.

Even large companies which spend millions in TV advertisement have understood that.

So what does that mean for you, who is promoting your business online, and what you need to understand and do in order to make sure that you stay on top of things, and even increase your sales?

Here are a few crucial items you need to pay attention to and act upon accordingly.

 

Look at what’s Happening in Today’s Advertising World

Have you noticed that even TV commercials are starting to address a group of people rather than just everybody?

Not too long ago, KitKat had a commercial ad campaign that only The Closer TV show’s fans could understand.

American Express has an ad that’s talking to entrepreneurs only.

Why are those guys doing this?

Because those big companies understand that nowadays there are way too many products and services just like theirs to be competing with just yet another bland ad.

So they opted to the next best thing, which is talking to one group of people at one time, and with a more up close and personal (emotional) message.

On top of it all, it’s obvious that it’s easier today to just push on the mute button of your TV while commercials are on. But even online advertising is in crises with mobile ad blockers that seem to be on the rise.

And if that wasn’t enough, promotional messages are very much challenged these day.

According to CMO’s surveys, up to 78% of consumers see custom content marketing as the future of marketing, and 90% of all organizations now advertise with content.

What about you?

There is no doubt that we are entering a “personalized promotion era” so to speak.

So here are two questions that I wanted to ask you today…

  • Why is this that the case?
  • Why should you pay attention and custom your advertisement based on that?

 

Why more and more People are Inclined to Listen to Personalized Promotion

If you look back to human history, you would quickly realize that we, as humans, are going through eras. At times you could  call them phases or even fashions.

Nonetheless, they do exist and they are strong social phenomenons.

For example, yesterday, I was visiting an old French castle, and the guide was showing us some beautiful designs on the ceiling that are in today’s standards invaluable, but which were completely covered back in the 1800’s during some renovations, because at the time, people didn’t care about those things.

This is just an example, but one that reminded me how groups of people of different times thought differently about the same thing.

Today we are living the era of personal identity, personal development. Understanding the “me” better, and developing an unprecedented taste for value, care and the self.

This is why tasteless, valueless, mass advertisement is not working anymore, and slowly, but surely being replaced by more up close and personal advertisement.

This is why costumed content is growing like a mushroom under a rainy day, while mass advertisement is on the decline.

This is why as a business, big or small, you need to look into valuable promotional content versus boring ads, when it comes to promoting your business, your service or product.

 

Why you Must Pay Attention to the Trend

Whether you like it or not, if you want new consumers to pay attention to your product, you must… I mean you MUST, pay attention to what works and what doesn’t work anymore today.

Why?

Because if you don’t, you will be drowning in a mass of other similar products and services as yours, and no one will be attracted to what you have in particular.

When KitKat came up with that small “The Closer” niche commercial, they were not looking to reach out to everyone or anyone, but to certain people.

At least instead of having more people “not paying attention” to their expensive commercial, they had a specific, yet still large group of people that would pay attention, because it was created to reach that specific group of people at an emotional level.

If those big guys who have been promoting to the masses for decades, have understood and adapted to the new trend of advertising, so should you.

 

Promotional Message vs. Informational Message

No one likes to be sold, but everyone likes to learn more about whom they are buying from, and what they are buying into.

This is why informational messages will always win against promotional messages.

That’s why the most promotional messages of all, also known as commercials, are starting to reach out to people where it matters to them. At a relevant and emotional level.

They are aware that they are competing against many similar products, and they understand that now is the time to connect their product with people at another level.

People are not interested in your product or service anymore, they are interested in what it can do for them, and how it makes them feel. And it means that’s where you have to tap into.

 

Why Content Marketing is Taking over Promotional Marketing

Promotional marketing is telling people buy my product because it’s better than the other hundreds similar ones out there.

Now you can see why it’s a tough marketing, don’t you?

Content marketing is providing high quality content through articles, video, podcasts, emails and so on, that is void of promotion.

With content marketing you can show your target market that you are a real person, or that there is a real person behind the product, and that you care for each individual’s needs and want.

That’s why when I write for either my own business or that of that of my clients, I do my best to write for one persona at the time.

As my friend Don Purdum says, I try to “solve one problem for one person at the time” as I’m writing.

If you try to generalize too much, you can’t solves anything for anyone.

But if you are speaking to ONE person, you are actually speaking to thousands just like that one person.

Remember that ad for KitKat!

You might be thinking, how crazy it is to be speaking ONLY to The Closer’s fans!

But I would tell you that’s better to be speaking only to The Closer’s fans, than to be speaking to just everyone out there. Because while they are still speaking to hundreds of thousands of people, they are speaking to a specific group in a language that they do understand, and that’s emotional to them.

Thus, their message is well received by that specific group of people, and that’s more than enough for them to get returns on their investment.

Those large companies have done enough of the other type of advertising to know that it’s no longer a good investment for them.

 

Are you Using Content Marketing?

Do you have a blog?

Do you have a video channel?

Do you have an email campaign ready to go?

Do you have an eBook?

All such tools and more can help you create terrific content marketing that will speak to a specific group of people that will thank you for it, if  you do it right.

If you would love to develop a more personal and successful content marketing technique, why don’t you ask me?

I’m only an email away that you can always find on my contact/hire me page. But whether you do, or don’t please, leave your feedback below.

 

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I write in such a way that your potential customers will fall in love with your business.

Would you like some advice about blogging for better business? Get it here!

27 Comments

  • Don PurdumTwitter: unveiltheweb says:

    Hi Sylviane,

    Mass marketing has been with us so long that even online businesses are trying to reach everyone in hopes of just getting a few people who will buy.

    The problem with that is that the internet is fundamentally a tool not designed for mass marketing.

    Thing of when someone searches… they search based on their problem, need or desire.

    Now, if I’m talking too broadly or about a lot of things then I’m not ever going to get found.

    And, when my article is found will the reader find what they are looking for and will the article have offered them a reason to continue reading?

    It’s funny that I actually went into depth on this in my article today…

    I can’t agree with you more and I’m so grateful you included me in your article Sylviane!

    I hope you have an amazing week!

    ~ Don Purdum
    Don Purdum invites you to read..Why You Have Branding Wrong and How to Get it Right for Massive GrowthMy Profile

    • Sylviane Nuccio says:

      Hi Don,

      Well, great minds think alike they say 🙂

      Actually it’s because of your webinar that I made some research of my own and was motivated to write about this, which also fit my biz.

      Things change, and what used to work 3-4 years ago doesn’t necessarily work today. So that was my point. Today people need more attention, I’d say.

      Thanks so much for dropping by.

      ~Sylviane

  • Corina RamosTwitter: notnowmomsbusy says:

    Hi Sylviane,

    This is a great post. It’s true the advertising world has changed. Brands are shifting from just plain promotion and using people in real life situations to get our attention.

    I loved the explanation you gave on promotional messages versus informational messages and agree with it totally.

    I am using the examples of content marketing you shared here but I would like to do more videos. I’m working on overcoming my shyness in front of the camera.

    Thank you again for this great post. I hope you’re having a great day!

    Cori
    Corina Ramos invites you to read..How To Create Money-Making Content For Your BlogMy Profile

    • Sylviane Nuccio says:

      Hi Cori,

      So glad you like this topic and shared it as well.

      No need to be shy in front of the camera (nobody’s there ;)).

      Hope to see you in a video soon.

      Have a wonderful day!

  • Carol Amato says:

    Ciao, Sylviane,

    Loved your article! I couldn’t agree more with all of your points. This definitely needed to be said! I’m so tired of seeing newbie bloggers doing the wrong thing – because they are taught the wrong way from the beginning. Flashing banners, blinking ads everywhere. LOL Not going to attract anyone of value, that’s for sure.

    Things have evolved, and the more they do, the more I say our best ‘talent’ is to have the ability to be flexible and change with the times. Those of us who don’t, get left in the dust.

    Personalized promotion – most definitely! I like to say: when done right, selling should be undetectable and invisible. Keeping it simple is absolutely the way to go and giving personal, authentic testimonies will also reap huge rewards.

    Content marketing is one of my favorite ways to help folks online. It’s like putting a fishing line in the water, and trolling down the stream, adding hooks as we slowly move along…. More and more hooks (content) in all types of mediums, love it!!

    Thanks so much for inspiring me! You’re the best!

    Ciao Ciao,
    Carol Amato
    Carol Amato invites you to read..Carol’s Cut – Best of the Month 4My Profile

    • Sylviane Nuccio says:

      Hi Carol and nice to see you here.

      I’m glad you appreciated this post and found it even before I promoted it anywhere.

      Yes, I love your hooks’ illustration, it’s very visual. I love content marketing too, it leaves so much more room for creativity than any advertisement would.

      Thank you and have a wonderful day!

  • Sherman SmithTwitter: shermanksmith75 says:

    Hey Sylviane,

    The benefits of content marketing really caught my eye with some ads I saw on facebook and youtube.

    The subjects were:

    How to build muscle
    How to lose weight
    How to attract the opposite sex

    If you click on ads like these, you go through a cartoon presentation of someone doing a voice over. This content tends to talk about your problems, agitate you a little, and talks about the solution (PAS in copywriting)

    This is where it really gets you lol… The content is on your level so that you can relate to it. With that said, it draws you in and you can’t help but to subscribe.

    This is just one great example of why we everyone who has a business should focus more on content marketing. The great thing is that we have options on what type of media we want to use for our content whether they blogs, videos, email, etc..

    Thanks Sylviane for the share! Have a great day!
    Sherman Smith invites you to read..9 Ways To Not Waste Your Time BloggingMy Profile

    • Sylviane Nuccio says:

      Hi Sherman,

      Yes, people change and right now we want more attention to our own self, that’s why we can use this trend with content marketing even much better than we could ever do with advertising.

      Thank you for you input and have a great day, just starting for you 🙂

  • AdrienneTwitter: adriennesmith40 says:

    Hey Sylviane,

    What a great message and boy do I agree.

    The only commercials I watch today are during a program I watch with my Mom every night while we’re having dinner. I’m so sick of watching them too that I mute them now, I find them annoying. Other than that one show I haven’t watched them in years.

    For Facebook I have an extension in my browser that hides all ads from my view. I don’t want to see them because I’ll never click on them and purchase something just from an ad. I think we’ve all been burned before and those who are here building a business would much prefer buying from someone they trust.

    That’s why content marketing is SO important and why I love what Don has been teaching us as well. I speak to so many people each week that are having issues growing their blogs and businesses because they 1) aren’t clear about what they’re doing 2) aren’t sure who their target audience is which means 3) they’re definitely not speaking just to them.

    Those are the people who will continue to be frustrated as time goes on if they don’t do something about it now. There are too many people online today vying for our attention. What I would hope for everyone is that they can find their own place here and kill it. You’ll never be able to do it if you’re not moving forward.

    Great message my dear and I’ll definitely be sharing this bad boy around. Hope you’re enjoying your week.

    ~Adrienne
    Adrienne invites you to read..The Ultimate Guide to Creating a Video Interview SeriesMy Profile

    • Sylviane Nuccio says:

      Hi Adrienne,

      I don’t think we can find many people who like commercials, it’s like that bad pill that’s shoved into our throat. The only reason I’m watching them now is that there are in French, so it sounds funny to me these days after 2 decades 🙂

      I think that the advantage that newbies have today is that there’s so much help available to them. When we started that wasn’t the case. I sure learned so much from Don. I liked what he shared from day one, and I can’t wait to see what I’m going to learn from him one on one. I only wish he had that program a year ago when we spoke, but it is what it is.

      Thank you so much for coming and sharing, and I’m so glad you like that content 🙂

      Have a great rest of the day!

  • Donna MerrillTwitter: donna_tribe says:

    Hi Sylviane,

    Indeed, content marketing is where we have to be. Like Don says: “solve one problem for one person at the time” When writing content, this is what we need to have in mind.

    We are bombarded from TV commercials to on line marketers that slap their stuff all over the place saying “buy me” which does not work. It still surprises me when I go to a blog post and it is all about a company” Not only is it boring, but has no value to the reader.

    Whatever content we put out from our blogs to anything on social media, it has to be of value to others. Something to make them think about. Or a take-away for someone else to act upon. This brings value to others and that is the name of the game!

    -Donna
    Donna Merrill invites you to read..Sell Affiliate Products On Your BlogMy Profile

    • Sylviane Nuccio says:

      Hi Donna,

      Exactly, you said it. Not much to add to this.

      No one likes commercials and ads. I feel that maybe one day they will completely disappear and replaced by something smarter. No tomorrow, but some day.

      Thanks for coming and sharing Donna 🙂

  • Sunday says:

    Hey Sylviane,
    Promotional messages are no longer trending in today’s market culture. Although it is still part of the system, it is somewhat ‘forceful’ as you have pointed out. Going for informational contents appeals more to the feelings of the intended customers.

    It becomes highly necessary that marketers develop effective content marketing strategies to deliver information that will inspire action even as the problem of the client is solved.

    Yes, we are in an era of “The Closer” marketing or target marketing. Indeed, there is no point marketing to a large number of people when non are going to be interested.

    This reminds of the concept of traffic generation. What is the point of pursuing huge traffic when it is clear that “targeted” traffic provides the conversion needed to make sales?

    Personalized promotion is target marketing and I agree with you that businesses must pursue this trend!

    I left the above comment in kingged.com as well

    • Sylviane Nuccio says:

      Hi Sunday,

      I’m glad you talked about traffic here. That’s right. Even huge waves of traffic are pretty useless if that traffic is not doing any of the things we want it to do when they visit our site. And it’s the same thing with commercials.

      Thank you for bringing that out Sunday.

      Have a wonderful day!

  • Nathan AmbroseTwitter: nathanambrose1 says:

    Hi, Sylviane.

    That’s an important message which I’m sure many of us have been trying to tell our clients and colleagues for a long time. And it’s starting to take effect.

    I used the same reasoning as you did here when I secured a new client about a month ago. I spoke to him about the same thing with him a couple of weeks later, and he said he could see that it’s true because of how I wrote my first email to him. It was on that basis that he arranged to meet with me, and things proceeded from there.

    Although I do mainly bookkeeping and office management for him, he is now considering that I do content marketing for him when I get on top of everything.

    So, to everybody reading, I would recommend it. One person, one problem, one page, one promotion is what I say.

    Thanks for sharing.

    Nathan.
    Nathan Ambrose invites you to read..How to Win Better Clients With Quality Targeted ContentMy Profile

    • Sylviane Nuccio says:

      Hi Nathan,

      I’m so glad you enjoyed this, and congratulations on your new client for having done the right thing. Thanks for adding that true experience to emphasis this true fact.

      Have a great day!

      ~Sylviane

  • Kurt Kummerer says:

    Hi Sylviane,

    Great post here. Consumers/prospects want to feel special and are looking to be able to connect with that product/brand on a 1-to-1 basis.

    You’re absolutely right in that the mass marketing approach is no longer effective. You want more as a consumer and how does that specific brand satisfy “my needs” and not everyone else’s needs. You only care about yourself when it comes to your needs, wants, and desires.

    Thanks for taking the time to put this post together.

    Kurt

    • Sylviane Nuccio says:

      Hi Kurt, and nice to see you again.

      You get that right. We care only about our needs when it comes to taking the time to look at a product or service, not the needs of others. That’s why when we speak to one person at the time, it works so much better.

      Thanks for coming and for your valuable input.

      ~Sylviane

  • AndrewTwitter: CopyWarner says:

    Hey Sylviane,

    Great post here. Funny enough, I had a talk with a colleague a few weeks back and she shared that same message Don said.

    It was at that point I realized that I was talking to everyone and not a segmented group. Now, for the past 2 weeks or so, I’ve been changing so many things about my blog — particularly the main theme of the blog. Which will be content marketing.

    Content marketing has gained immense popularity and it’s something I haven’t used often, but will definitely start.

    Thanks for the great post and message.

    -Andrew
    Andrew invites you to read..Why Your Blogging Community Wants More Than Just Quality ContentMy Profile

    • Sylviane Nuccio says:

      Hi Andrew,

      Nice to hear that you are specializing your blog more. I have to drop by again. I’ve been so bad with blog oping these days. I can’t wait to see the change, not that it was bad before, far from it.

      Thanks for coming and letting us know about that 🙂

  • metz says:

    Spot on!

    In our age, there are a lot of products or brands saying they are the best among the rest. But this line of attack isn’t working great all the time.

    Content marketing is one of the finest strategies to do to build success. You should invest more in creating high quality content, videos or of any kind that encompasses sentiments and candor to catch people’s attention and win their heart.

    I agree with you, KitKat’s ad is something to mull over.

    This is an informational article one would love to read most especially marketers to create a better marketing strategy in this era.

    I’ve found takeaways here and pretty sure other readers can find their list of takeaways here too.

  • Kim Willis says:

    Right on Sylviane!

    For anyone who wants to market online, they need to understand that content is the thing. The internet is a content platform, pure and simple.

    And you are right, content can take many forms including video (actually some of the best leads for me come from my YT channel)

    Information rich content is powerful no doubt. Which leads me to my parting comment: Educate DON’T sell!

    Thanks again Sylviane!

    Kim
    Kim Willis invites you to read..Your About Page RevampMy Profile

  • ikechi says:

    Hi Sylviane

    I do remember the days of TV Advertisement and how much commercials were showed especially when watching your favorite. The information age has changed everything and as you brilliantly mentioned, it would be a poor strategy to hold on to this kind of marketing.

    So Content marketing is the trend and since everyone now wants to have a better knowledge about a product before purchase, it is best to invest in content marketing.

    What a post Sylviane.. Thanks for sharing

  • John says:

    I think a focus on content marketing is wise. For large organizations old fashion advertising can make sense. Even for them content marketing is wise but also advertising makes sense as a part of a marketing plan.

    For smaller organizations most mass market advertising just doesn’t make sense. It is too expensive, not targeted enough and doesn’t have enough impact (income generated). The few ways it can make sense are often very targeted advertising (like Google adwords) but that is much tricker to do successfully today.

    Blogs are a great way to build awareness and engage potential customers.

  • Ben Carter says:

    What you are saying makes sense to me Sylviane. Several of the advertisers on Pandora, the online radio website, have picked up on the idea of speaking directly to your target audience. Most of the commercials that I can remember hearing there speak directly to music lovers and attempt to relate their product or service to those people. I’ve read a lot lately about using stories in your content as well, which speaks to a targeted group of people who can relate specifically to the story. I like the idea of solving one problem for one person at a time. I’ll have to keep that in mind for the future.

    • Sylviane Nuccio says:

      Hi Ben and welcome to my blog.

      I’m glad you can concur with what I’m saying here. Yes, they are slowly getting it.

      Thanks for your input.

      ~Sylviane

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