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Content Marketing: When people hate your ads

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djbaxter

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What is Internet Marketing? Your Guide to Today's Online Marketing
by Julia McCoy, Search Engine Journal
January 8, 2018

Content Marketing Institute defines content marketing as

“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Think of it like this: content marketing (or inbound marketing) is in direct opposition to traditional advertising (outbound marketing), and in direct integration with the patterns and habits of today’s generation.

We don’t like to be sold to, we have our ad-blockers on, and we barely watch cable anymore.

Content marketing serves up content that addresses our pain points, and is there when we want it. Here’s a great illustration of that from Voltier Digital:
mashable_inbound-vs-outbound.png

Traditional advertising focuses on pushing messages at the consumer to get them to buy. It’s interruptive, obstructive, and intrusive.... Ads may still work in some strategic places. But Internet users can just click away from ads if they don’t want to see them. Which is exactly what happens....

Brands and marketers who use [content marketing] publish content that teaches, inspires, guides, or solves a problem for their target audience. With some handy tricks, the targets can find that content on the web without it being pushed at them. If the prospects gain something useful from the content, they’ll keep coming back for more. Finally, consumers can interact with the brand organically and share their content on social media.
Read more...
 

djbaxter

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No, actually that's not the moral of the story.

The point of the article is that there is is more than one way to attract customers and clients, and to make them repeat customers, and sometimes ads are simply not the best way. It depends on at least in part
  • the product or service you're selling, and
  • your target audience
 
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I agree
You can sell your product and service and address your target audience through an ad that delivers abstract content that sells your product or service as the moral of the story of said ad
 
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