Diversified Content Marketing is the Future of Advertising
There’s a reason 84% of people expect brands to create content.
Today’s savvy consumer is inundated with paid advertising - and knows it. In fact, over 615 million devices have some kind of ad blocker installed on them. Widely used software, such as AdBlock and AdGuard, allow users to prevent paid advertising, and it has been estimated that anywhere between 15%-30% of paid advertising is blocked website traffic.
This is bad news for advertisers. Because as technologies to block advertising become more sophisticated, users will increasingly download ad-blocking plug-ins, apps, and software to silence pop-ups, pay-per-click ads, banner ads, and other advertising.
How Can Your Business Fight Against the Ad Block Movement?
There are legitimate reasons why ads are blocked by consumers. In many studies, they often complain that there are too many, they are too intrusive, and they can even be obnoxious. This pushback from consumers is why content marketing has exploded in popularity for marketers.
Content marketing strategists understand that in order for companies to proliferate their messaging across platforms and devices, they have to create scalable content that is engagin. In fact, over 53% of marketers say that producing scalable content is their top priority in any advertising campaign because the conversion rates are usually significantly higher than other marketing strategies.
Why Traditional Advertising is Bad Content
One of the top complaints that consumers have about advertising is that it often looks unprofessional. In fact, inconsistency in messaging, branding, and graphics largely contributes to consumers’ agitation with unwanted advertising.
Content marketing is effective because it creates trust over time when it regularly delivers its messaging to targeted audiences. In addition, being able to diversify that content across platforms and channels is a key strategy to creating a successful sales funnel.
Since 2016, social media advertising spending has more than doubled to nearly $40 billion dollars, largely because it provides a platform to create this type of engaging content that converts.
The Difference Between Traditional Advertising and Content Marketing
Traditional advertising campaigns are mainly comprised of messaging, visuals, and videos that are interruptive. In other words, you’re watching your favorite YouTube video and then suddenly are bombarded with an ad for shampoo, then chips, then a home lawn service.
No wonder 65% of people skip online video ads. Content marketing, on the other hand, informs, educates, or entertains the consumer. While there are a variety of types of content--articles, blogs, newsletters, emails, quizzes, infographics, videos, etc.--content marketing offers more value because it is communicating with a target audience.
Instead of the surprise “sell” like advertising, content marketing is often curated by user data. This data-driven marketing strategy allows for content creators to see what content is resonating with its audience and then continue to create more content that does the same.
A Diverse Content Campaign is Critical
A content strategy that converts is also a long-game advertising strategy. Creative, engaging content provides value over time to the consumer that then ultimately converts them to customers.
It is also critical that once businesses have their branding, messaging, and visuals in place that they are able to ramp up and expedite the production and proliferation of that content. People interact with content differently depending on the platform, so the ability to manipulate content accordingly is essential. For example, a paid post on Instagram should not necessarily look the same as a paid post on Facebook because the user is engaging with content differently as they engage with these individual networks.
There are 3.6 billion social media users online who can find content organically in addition to advertisers paying for it to populate their feeds. Diversified content allows for multiple opportunities to interact with and discover brands and products. Delivering top-quality branded content quickly and consistently encourages engagement, makes impressions, and grows reach.