Ah, the joys of content marketing. Seems like you can’t swing a cat online without hitting at least half a dozen articles embracing the urgent need for your brand to create more (and better) content. We know because we’ve written a few of these ourselves.
Two to three years ago, it made all the sense in the world to focus on content marketing. But today, with nearly every brand in the world pushing out as much ‘original’ content as they possibly can the obvious question is: who has time to look at all this stuff?
As a reference, here’s an article from businessgrow.com titled ‘Content Shock: Why content marketing is not a sustainable strategy.’ This was published in January – of last year.
So if not content marketing, then what? The simple answer is: advertising. And by that we don’t mean boring ads based on an outdated strategy. We mean contemporary, innovative, precisely-targeted ads based on what your potential customer needs most.
Great advertising works. It gets noticed. It builds brand awareness and sales. But it’s not free. It costs real money to hire the right creative team or agency to develop your work. And of course there’s the media buy as well.
But that’s why it’s more effective. Anyone can create content. Very few seem to be able to create great advertising. When was the last time that you saw a B2B ad campaign and thought ‘Wow, that’s terrific – I want to know more about them’?
Ultimately, there is still a role for original content that rises above the flood of daily posts. It’s simply part of doing business today. But if you want your brand to succeed where the competition does not, you need smart strategy and brilliant advertising.