If your business is not producing content or already have a content process plan in place, then you are missing out on one of the biggest potential return on investments. However, if you’re not running online paid advertising, you’re missing out on gathering enough data in the short run, to understand your customers’ behaviour.
So which strategy would be ideal?
For years, businesses all over the internet have been hearing those famous buzzwords by Bill Gates, “Content is King” yet how many have taken it seriously in implementing content as a strategy for growth?
One of the most common arguments is:
Online paid advertising is available so there’s no need for content marketing. Besides, producing new content every now and then can be a tedious and time-consuming process.
Comparing online paid advertising with content marketing is like comparing apples and oranges. They are both fruits but different in nature, shape, colour, texture, and taste. Similarly, paid advertising and content marketing are both a marketing strategy, however, they each produce vastly different outcomes.
Let’s look at 4 aspects for each:
- Term Period
- Funnel Process
- Customer Outcome
This marketing strategy is short term. It is a hard and fast way to take your product to your customers and sell it.
The marketing funnel process for paid advertising is simply running an advertisement campaign to attract the audience with a call to action of buying their products and services.
Businesses will see instant return on investments (ROI) because of the shorter funnel process and quicker conversions. The data allows businesses to make changes and optimize their campaign to increase their ROI. Although this process produces almost instant ROI, it is a very costly strategy.
Customers can smell when they are being sold to. It is almost a natural human behaviour to repel against advertisements. With paid advertising, you may be able to gain great exposure in a short period of time but the quality of customers will be low. The engagement rate will be low. The connection between your customers and your business will not be as strong as you would like them to be.
That being said, paid advertising has its own perks and it is a great strategy for sustaining the business for the short run. However, as a business, the long run matters and that’s where content creation, content process, and content marketing is most effective.
Content Marketing Strategy
This marketing strategy is more long term. It is not about products and services but about relationship with your customers.
The funnel process is usually much longer and more complex as compared to paid advertising. It does not take the selling approach, rather, the content that “sells” is the one that provides the most value to your customers.
Be in informational or educational, customers will find value in the content and because of that, the chances of them volunteering to be a part of your business is higher.
As this is a long-term strategy, you will not see results instantly. This is one of the main reasons why many businesses do not implement this strategy. It is very difficult to measure ROI based on content because it is not statistically accountable.
However, as a business, you will achieve a number of results. Firstly, you will have acquired customers for the long term. These customers will be your loyal fans. Secondly, these loyal fans will be ones who purchase from you regularly sustaining your business not for the short term but for the long haul. Thirdly, with content marketing, your brand is recognized as an authority figure in the industry and this will build the credibility and trust with new audiences.
Valuable content is one that can create an impact in customers’ lives. When they feel they have learned something new, or gathered new findings that is beneficial, they will remember you and they will look forward to the next content.
Content has the power to build credibility and trust. When your audience sees your brand as an authority figure in the industry, do you think they are more likely to purchase your products and services, if you were to make a recommendation?
Comparatively, paid advertising and content marketing each have their own strengths and weaknesses. It depends on the objectives of your business to determine which strategy will be best suited for you.
At Transn International Singapore, we are the language solutions service provider that believes in producing relevant content writing and marketing for your customers. We take it up a notch by providing translation services in Singapore and worldwide, to businesses, for all the content your company produces. By translating your content into multiple languages, not only will it build trust and credibility for your brand, but you will stand a higher chance of connecting with your customers because speaking their language will make them feel comfortable around you.