The shift in the marketing industry from advertising to content marketing is the difference between trying to catch fish and owning the lake. With advertising, you pay to reach a specific group of people with a specific campaign, then move on to the next. Content marketing, on the other hand, is about relationship building and Shane Snow of Contently sees it as a new kind of funnel—one that works in stages of increasing vulnerability, a little bit like dating.
- There's a shift in the world of content marketing … from what used to work to what works now, … and a lot of it has to do with the paradigm of advertising … changing to the paradigm of giving content. … So in advertising, you're trying to reach people. … You pay for every person that you reach essentially. … And the money goes away, … and then you pay for the next campaign, … the next television commercial … and all the people you want to to reach. … In content marketing you have an opportunity … not to just reach people, but to build audiences … so that you can get them inside of your universe … to be loyal to you, to subscribe to you, … and then reach them over and over again for free. … This shift is happening as brands look at social channels … as essentially a funnel to get people closer to their brand. … (soft music) … I like to draw kind of a crude diagram … of the way the world nets out … when it comes to brands and companies. … You have B2C brands and B2B brands. … You can sort of draw a line between them. …
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