Content marketing has been a buzzword in media for a while now. But that doesn’t mean that everyone knows what it is, how it works, or how it differs from traditional marketing. Much like social media, many marketers have attempted to use content as another vehicle for one-way blasting of marketing messages.
Content marketing, however, is quite different from traditional advertising, and the same rules don’t apply.
Saying vs. Showing
Advertising is all about making claims. United’s tagline, “Fly the Friendly Skies,” sounds nice, but the skies don’t sound as friendly when you know that United has the industry’s lowest satisfaction ratings from customers.
There are tons of brands claiming to be “The Most Trusted Name” or “America’s Favorite.” Advertising is all about talking the talk. Content marketing is about walking the walk.
