Unlike advertising, content marketing fails to generate shared excitement for brands.
In this article, the author cautions against businesses basing their brand building efforts on content marketing alone. Despite being a valuable marketing strategy, it is not as cost effective as it may appear to be, when compared to advertising.
Where advertising is capable of putting a brand in front a mass audience and generating a shared excitement for brands, content marketing is more of a “private experience”. The author notes that unless companies are willing to spend heavily and consistently on content efforts, brands built through content alone will be “obscure”.
Content marketing is best used to start stories, tell tales and sell, which over a period of time can provide the brand story. But seriously aspiring businesses must go for advertising instead for brand building.
[10 minute read]