Every business wants more customers and leads, but many aren’t sure about the best way to get them.
While many marketing tactics can generate quantifiable business results, some do it better than others. In the big picture, you want to ensure a high ROI (return on investment), no matter what you do.
When it comes to driving value, content marketing beats advertising (almost) every time.
These two areas aren’t always at odds. They can coexist and support each other, but there’s no better ROI for your efforts than what you’ll experience with content marketing.
Let’s dive into why so you have a better idea of what to expect when you focus on content.
Before we start with the discussion, let’s define the two disciplines. Content marketing is a strategic process wherein brands consistently publish content that their audiences want to consume. It’s relevant, accurate, and compelling, and it educates readers.
Advertising is much different and comes in many forms. It’s an interruptive medium and is an outbound approach to brand promotion. Advertising evolved significantly since its inception, and it’s all around us—online, TV, radio, billboards, magazines, and so much more.
Another important difference is to look at it this way:
Content marketing is storytelling where your customer is the hero. Advertising is purely promotional, with your brand voice leading the way.
Who do you like better: the person saying “I am awesome.” Or the one saying “YOU are awesome!”
One of the most critical things that you’ll realize when you look at ROI is that content, as long it’s published, continues to deliver ROI. From pay per click to a TV spot, every ad only offers returns when it’s on; once it’s over, it’s over.
Now, on to the numbers.
In 2020, 26.4% of U.S. internet users blocked ads.