Content Marketing Is Not Direct Marketing’s Ugly Step Sister
We’ve all met the client that has no idea what the difference is between copywriting and content marketing. Or, the client who wants it all, done his way, with no regard for the nuances and subtleties of the marketing asset that is content. And, there’s always the do more and faster client, who heard the rumours of other businesses that experienced exponential growth from their content marketing efforts. So how can we help to illuminate the compound benefits of a well thought out content marketing strategy to those who have no idea what the value potential is or how to appreciate the complexity of using content for relationship building.
To make the case for content marketing, we tend to approach it in this manner, as presented by Robert Rose of Content Marketing Institute, “Give us permission and budget to create content, and we’ll produce awesome stuff that will be more successful than advertising at driving top-of-the-funnel results.” And while there is no doubt that content applied properly and consistently can bring said results, we certainly would be missing the true benefits of this marketing model if we don’t learn the value of content outside of sales funnels. We must understand the longterm benefits of this asset and learn how to deliver useful, valuable material out of our desire to truly serve those who depend on us. So let’s discuss each of these points and then tie them together in a way our clients can come to see the real advantage of implementing a clear content strategy.