What Is The Future Of Advertising?
In a recent interview, Sean Tyson, the creator of advertising agency Quietly, was asked a very direct question, Do you see traditional advertising dying out? His response is one that’s echoed by modern marketers everywhere. The short answer is, yes. Sean lamented that up to now, advertising has been companies paying to have a one-way conversation with customers, but now there needs to be an exchange of value, and that value is in the form of utility, information, or entertainment. With so much competition in the digital age, modern consumers want to be rewarded for reading your advertisement.
If I’m gonna sit here and read about your product, it better be worth my time. So traditional advertising isn’t dead, but the transition to branded content consumption has already begun. We define content marketing as targeted marketing material backed up by social media campaigns and integrated to your overall acquisition structure, rather than just regular posts about a wide range of topics like you’d find on a blog. Companies working to establish a content marketing strategy can jump ahead of the more stagnant competition, and it really doesn’t matter your industry.
If you sell plumbing tools, connect customers to branded content about how to properly install piping in a new construction. Not only are you talking about why your product exists, you’re also providing something useful. The good news is, there’s a lot of tools to quickly and painlessly establish such a strategy. Content automation tools like Tumblr, Clearvoice, and my personal favorite, Hootsuite, make it easy to give your customers useful content without hours of searching.
For those of you who decide to make the shift by yourself, Google suggests presenting large levels of content that is unique, specific, and of high quality. Which is just another way of saying, don’t copy the competition? If there’s one theme I’ve tried to impart with this article, it’s that advertising has to satisfy a need. Make your ad copy clear and relevant to give it a utility, and really that’s all that content marketing is. Sure, the method might have changed, but creating winning copy for traditional ad or content marketing post has the same function.
You want to inform the customer about your product and then tell them why it’s relevant to them specifically.