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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

Sign in