1. The 7 differences between content marketing and traditional marketing
Traditional marketing Content marketing
Discontinuous Permanent
Series of campaigns Continuous effort
Media buying Brand is its own media
To display ads To broadcast content
Advertising Storytelling
Ads, slogans, promotion Stories, reports, testimonials
Interruption Attraction
Struggle to divert the consumer’s attention to the Struggle to be relevant to the consumer’s business or
brand’s benefit interests
Self-centered Consumer-centric
Discourse on the brand and its offerings Discourse indirectly related to the brand and its offerings
Aimed at broadcast Aimed at conversation
The brand tries to broadcast its messages to the widest The brand encourages the proliferation of its content and
audience possible of content produced by its fans
A result of the Marketing department A result of the company as a whole
Designed, managed and produced by the Marketing Driven by Marketing but designed and produced by
teams experts & funtional teams in various departments
Source : Altimeter, Content: The New Marketing Equation, February 2012
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