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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in