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The 7 differences between content marketing and traditional marketing
                   Traditional marketing                                                Content marketing
                       Discontinuous                                                         Permanent
                      Series of campaigns                                                 Continuous effort
                        Media buying                                                  Brand is its own media
                         To display ads                                                  To broadcast content
                         Advertising                                                        Storytelling
                   Ads, slogans, promotion                                           Stories, reports, testimonials
                         Interruption                                                        Attraction
     Struggle to divert the consumer’s attention to the                  Struggle to be relevant to the consumer’s business or
                       brand’s benefit                                                         interests
                        Self-centered                                                    Consumer-centric
          Discourse on the brand and its offerings                  Discourse indirectly related to the brand and its offerings
                    Aimed at broadcast                                                Aimed at conversation
  The brand tries to broadcast its messages to the widest          The brand encourages the proliferation of its content and
                     audience possible                                         of content produced by its fans
        A result of the Marketing department                                  A result of the company as a whole
    Designed, managed and produced by the Marketing                      Driven by Marketing but designed and produced by
                        teams                                             experts & funtional teams in various departments

Source : Altimeter, Content: The New Marketing Equation, February 2012
                                                                          http://www.smartwords.eu

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The 7 differences between content marketing and traditional marketing

  • 1. The 7 differences between content marketing and traditional marketing Traditional marketing Content marketing Discontinuous Permanent Series of campaigns Continuous effort Media buying Brand is its own media To display ads To broadcast content Advertising Storytelling Ads, slogans, promotion Stories, reports, testimonials Interruption Attraction Struggle to divert the consumer’s attention to the Struggle to be relevant to the consumer’s business or brand’s benefit interests Self-centered Consumer-centric Discourse on the brand and its offerings Discourse indirectly related to the brand and its offerings Aimed at broadcast Aimed at conversation The brand tries to broadcast its messages to the widest The brand encourages the proliferation of its content and audience possible of content produced by its fans A result of the Marketing department A result of the company as a whole Designed, managed and produced by the Marketing Driven by Marketing but designed and produced by teams experts & funtional teams in various departments Source : Altimeter, Content: The New Marketing Equation, February 2012 http://www.smartwords.eu