0
Why Content Marketing Isn’t Advertising
DRESSING UP
DIFFERENTLY’ @frankdelmelle, May 2014
Content marketing
and traditional advertising
obviously share a single objective.
Still, they’re not just ‘same old’
in di...
You buy an ad
when you fear
your audience
is deaf
YOU INVEST IN CONTENT
WHEN YOU’RE CONFIDENT
YOU’VE GOT SOMETHING TO SHAR...
You buy an ad
when you fear
your audience
is penurious
YOU INVEST IN CONTENT
WHEN YOU’RE CONFIDENT
YOUR AUDIENCE
FEELS PRO...
You buy an ad
when you fear
your audience
is backward
YOU INVEST IN CONTENT
WHEN YOU’RE CONFIDENT
YOUR AUDIENCE IS
EAGER T...
You buy an ad
when you think
your audience is
self-centered
YOU INVEST IN CONTENT
WHEN YOU’RE CONFIDENT
YOUR AUDIENCE IS
S...
You buy an ad
when you fear
your audience’s
ultra short
attention span
YOU INVEST IN CONTENT
WHEN YOU’VE GOT
SOMETHING TO ...
You buy an ad
when you assume
your audience
doesn’t care
YOU INVEST IN CONTENT
WHEN YOU’RE CONFIDENT
YOUR AUDIENCE
DOES CA...
You buy an ad
when you fear
your audience
is numb
YOU INVEST IN CONTENT
WHEN YOU’RE CONFIDENT
YOUR AUDIENCE WANTS
TO DISCO...
You buy an ad
when you fear
Wikipedia,
Vimeo, Twitter
and the like
YOU INVEST IN CONTENT
WHEN YOU FAVOUR
CONVERSATION,
REC...
#9
Content marketing done right:
TESCO’S REAL FOOD / RECIPES
http://realfood.tesco.com/recipes.html
You buy an ad
when you...
You buy an ad
when you fear
reach will require
serious spraying
and/or spamming
#10
Content marketing done right:
MINI’S A...
Conclusion?
Pessimists buy ads.
OPTIMISTS GOT CONTENT.
’ @frankdelmelle, May 2014
Upcoming SlideShare
Loading in...5
×

Pessimists buy Ads. Optimists got Content.

4,002

Published on

"Content marketing and advertising clearly aren’t as separated as they’re made out to be. (...) We’re just dressing it up differently, that’s all." At least, that's how @mrjamescarson saw it here: http://bit.ly/1kQ7XPu. Do you, as an advertiser, need content (and/)or ads? Swipe in and discover 10 - rather fundamental - differences.

Published in: Marketing, Technology
0 Comments
19 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,002
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
28
Comments
0
Likes
19
Embeds 0
No embeds

No notes for slide

Transcript of "Pessimists buy Ads. Optimists got Content."

  1. 1. Why Content Marketing Isn’t Advertising DRESSING UP DIFFERENTLY’ @frankdelmelle, May 2014
  2. 2. Content marketing and traditional advertising obviously share a single objective. Still, they’re not just ‘same old’ in different dresses.
  3. 3. You buy an ad when you fear your audience is deaf YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOU’VE GOT SOMETHING TO SHARE YOUR AUDIENCE WANTS TO HEAR Content marketing done right: JAGUAR’S #GOODTOBEBAD AV CONTENT Anastasia Dyakovskaya, Jaguar Roars Ahead with Video Marketing,in: The Bulletin (Newscred), March 7, 2014, http://sco.lt/8GGxTl #1
  4. 4. You buy an ad when you fear your audience is penurious YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE FEELS PROSPEROUS #2 Content marketing done right: HARRODS MAGAZINE magazine.harrods.com
  5. 5. You buy an ad when you fear your audience is backward YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE IS EAGER TO LEARN #3 Content marketing done right: BANK OF AMERICA’S BETTER MONEY HABITS http://www.bettermoneyhabits.com/en/financial- education-videos.html#fbid=NUYZb2FkGCz
  6. 6. You buy an ad when you think your audience is self-centered YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE IS SOCIAL #4 Content marketing done right: MAZDA’S LONG DRIVE HOME http://instagram.com/mazdacanada
  7. 7. You buy an ad when you fear your audience’s ultra short attention span YOU INVEST IN CONTENT WHEN YOU’VE GOT SOMETHING TO SHARE THAT’S WORTH YOUR AUDIENCE’S ATTENTION #5 Content marketing done right: LILLY’S STORIES WORTH TELLING http://youtu.be/bupkX0nM5lk
  8. 8. You buy an ad when you assume your audience doesn’t care YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE DOES CARE Content marketing done right: T.ROWE PRICE’S COLLEGE SAVINGS CHILLOUT http://topliners.eloqua.com/groups/vertical-content-library/blog/ 2014/04/28/3-industries-upping-the-content-marketing-ante #6
  9. 9. You buy an ad when you fear your audience is numb YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT YOUR AUDIENCE WANTS TO DISCOVER Content marketing done right: RENAISSANCE HOTELS’ NAVIGATORS http://renaissance-hotels.marriott.com/ #7
  10. 10. You buy an ad when you fear Wikipedia, Vimeo, Twitter and the like YOU INVEST IN CONTENT WHEN YOU FAVOUR CONVERSATION, RECOMMENDATION, WORD OF MOUTH, ... #8 Content marketing done/gone wrong: "WER UNBEQUEM IST, WIRD ENTSORGT!” #ZALANDO SHITSTORM http://www.rtl.de/cms/news/zalando-drei-monate-undercover-3a32f- ada1-91-1873810.html; http://vimeo.com/92279848
  11. 11. #9 Content marketing done right: TESCO’S REAL FOOD / RECIPES http://realfood.tesco.com/recipes.html You buy an ad when you fear you won’t be found YOU INVEST IN CONTENT WHEN YOU’VE GOT SOMETHING TO SHARE PEOPLE ARE LOOKING FOR
  12. 12. You buy an ad when you fear reach will require serious spraying and/or spamming #10 Content marketing done right: MINI’S ALL THE WRONG PLACES http://www.vice.com/allthewrongplaces-2 YOU INVEST IN CONTENT WHEN YOU’RE CONFIDENT IT WILL EARN YOU FANS, MEMBERS, DOWNLOADERS, SUBSCRIBERS, ... CUSTOMERS.
  13. 13. Conclusion?
  14. 14. Pessimists buy ads. OPTIMISTS GOT CONTENT. ’ @frankdelmelle, May 2014
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×