The Shift From Advertising to Content Marketing

Advertising, Marketing Trends, Content Marketing

The Shift From Advertising to Content Marketing

Over the past few years, advertising has been dying and content marketing has become as strong as ever. This change arrived for a few reasons. For one, more and more studies have shown that consumers don’t trust blatant advertising. This shift largely relates to America’s demographic shift. For the first time in the past few decades, Baby Boomers are no longer the largest cohort. Millennials are. And studies show that 84% of Millennials don’t like and don’t trust traditional advertising. Consumers reject banner ads at rates greater than 99%, and the average click-through rate for display ads is only 0.11%. As Internet-obsessed and tech-savvy individuals, Millennials don’t see advertising as truthful. Instead, they trust informative resources.

Today’s consumer expects a different relationship with brands. They want to feel connected with them. They want to learn from them. They want to be engaged with the brands from which they are buying. Years ago, every advertiser tried to cast the widest net with their message in hopes of gaining as many customers as possible on TV. Today, there are so many more channels and media that this strategy can be less efficient resulting in costing a company more money and more time with less return. In today’s world, it’s about focusing on your target and connecting with a select and specific group of people. That’s how you build trust and capture the attention of the people you want to sell to.

For example, in 2014, Nike dropped their U.S. mass media spend by 40% but didn’t take a hit financially (in fact, they continued to grow). Rather than focus on producing the latest ad, they instead created a digital platform, Nike+, where users can share their fitness data on social media after their workouts. Those social conversations are worth much more than any ad campaign. Rather than listen to an ad, consumers—a very targeted group of fitness-obsessed individuals—are following the recommendations of friends, social media connections, bloggers and celebrities they look up to, and articles and videos they read and watch.

It should come as no surprise, then, that content marketing has taken the place of advertising. According to studies, inbound marketing delivers 54% more leads than outbound marketing and actually saves an average of 13% in overall cost per lead. Content marketing gets you more leads for a smaller budget, which is music to any small business’ ears.

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Business & Marketing Tips: The Shift From Advertising to Content Marketing
The Shift From Advertising to Content Marketing
Advertising, Marketing Trends, Content Marketing
Business & Marketing Tips
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