Content marketing isn't a substitute for advertising

Content Marketing Institute's Joe Pulizzi says content marketing isn't a silver bullet strategy; and that marketers need to take an integrated approach to customer interaction

Content marketing shouldn’t be considered a substitute for paid-for advertising, according to the founder and chief executive of the Content Marketing Institute (CMI).

In an interview with CMO in the lead-up to this year’s Content Marketing World event in Sydney, CMI’s Joe Pulizzi said marketers who look to simply swap out advertising and put in content marketing are making a mistake.

“I’ve been asked before whether all budgets should be moved to content marketing and it’s the silliest thing I’ve heard,” he said. “It’s not a silver bullet strategy; it’s always been about having an integrated marketing program.

“Content and advertising usually have very different goals. However, a lot of people say content is about brand awareness, because a lot of advertising campaigns are led by brand awareness goals. If I’m a CMO and going to put budget into this, and you say to me the goal is brand awareness, I’m likely to laugh you out of my office.”

Instead, Pulizzi said marketers should look at metrics that take into account things like impact on direct sales, sales quality, lead quantity and subscriber growth.

“I don’t see a lot of Australian companies looking at subscriber growth as a key metric, yet I see it as one of the most important ones to watch,” he said. “If marketers are looking at subscriber metrics, you’d be able to tell things like what they do differently to non-subscribers – do they buy more? Talk more about us? Stay longer as customers? That can all be shown because we can link up subscriber information with our CRM data. If there is a holy grail to this whole thing, it’s that.”

Another key difference between content marketing and other traditional advertising campaigns is the time it takes to obtain a return on investment. Pulizzi said one of the current issues with content marketing strategies is that they’re not consistent enough, or based on longer-term objectives.

“If you want to look at a content marketing program that’s working, you’ve got to look past six months or more,” he said. “If the timelines is less, you should probably just invest in advertising.”

Where content marketing really comes into its own is around lead nurturing as well as customer retention, Pulizzi added.

How marketers can get a grip on content marketing
7 CMOs share they content marketing dos and don'ts
LÓreal goes back to the future with content marketing

In the CMI and ADMA’s recent research into content marketing take-up and trends in Australia, the two associations found 93 per cent of local marketers are investing in content marketing today, and 69 per cent will be spending more on this area in 2014.

According to Pulizzi, the reason the industry is seeing such a shift of budget into owned channels is because most organisations have been “overweight” in terms of paid media. Historically, marketers have spent the majority of their budgets on paid media or publication relationships trying to get earned media, and have not put enough emphasis on investing in owned media channels.

“What we’re seeing now is a diversification away from paid into owned and a balance between the two that should have always been there,” Pulizzi claimed.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

4 key findings on the state of B2B marketing

The ​2016 B2B Marketing Outlook Report​ was recently published by Green Hat in conjunction with ADMA for the sixth consecutive year. It highlights the most significant trends from 2015 and shows B2B marketers what’s in store for the year ahead.

Andrew Haussegger

Co-founder and CEO, Green Hat

Why app engagement must be personalised

Research from Nielsen late last year reported Australian smartphone users over the age of 18 spend 33 hours per month in apps, and a mere four hours per month in browsers. But what does it take to actually maintain an app customers will engage with?

Rob Marston

Head of Airwave, A/NZ

Customer experience investments more vital than ever

The global commodity slump has hit Australia in the last few months. Companies that obsess over these developments might be tempted to cut spending on customer experience (CX) programs. Here's why that's a a terrible idea.

Harley Manning and Thomas McCann

Research leaders, Forrester

what does this article means when it refers to "elocker technologies" ? Thank you. I am not sure what this is,M

Martin W. Jordan

Adelaide Zoo deploys iBeacon technology to enhance visitor experience

Read more

Now you make creative Facebook ads

Mike Smith

Why AAMI turned to Facebook mobile and segmentation to drive brand favourability

Read more

Rob - great article. Here at Pure Oxygen Labs we could not agree more. When considering retail mobile apps deep linking is woefully unde...

Scott

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

Project Leader?? Kim Portrate is one of the most ineffective leaders I have ever had the displeasure of meeting. She single-handedly cost...

Anonymous

Helloworld scraps CMO role

Read more

What tripe. This article conveniently makes no mention of her lies and bullying tactics and how she had placed everyone off-side with her...

Anonymous

Helloworld scraps CMO role

Read more

Latest Podcast

More podcasts

Sign in