Content Marketing or Traditional Marketing?
“Should we be focusing on content marketing or traditional marketing?”
I have this question come up from time to time so I thought it would be good to give my two cents on it here.
The short answer is YES. Yes, you should be doing content marketing and yes, you should be doing traditional marketing. You should also be doing advertising where you can and have an inside and/or outside sales team if applicable to your business. You should have a robust referral system in place and have relationships with influencers/partners/affiliates. You should be doing all of those things.
For whatever reason - simplicity, laziness, a narrow worldview, whatever - we are drawn to dichotomies such as these. The question always seems to be “X OR Y” with nary a thought given to “X AND Y.”
However, running a business these days is so much more complex than that. We are forever looking for a hack or a shortcut that allows us to justify not doing everything we can to move the needle.
A mentor once said to me, “I don’t know of one way to get 10 new customers, but I do know of 10 ways to get one new customer and I try to use them all.”
The fact is, there is no magic bullet. I don’t care what the SEO guy or Yellowpages guy tells you. When it comes to marketing and media you need to be agnostic and go with what works.
Much of this is going to be driven by internal budgets and that’s just a fact of life you’re going to have to deal with. As a content marketing agency I believe passionately that content marketing can be a very effective long-term marketing strategy. But, it isn’t the only arrow you have in your quiver, and frankly, depending on where you are in business, what you are trying to accomplish, timelines, budgets and other factors, it may not even be the most appropriate arrow to use right now.
Your job, as a business owner or CMO, is to figure what is going to give your company the highest probability of success both in the short-term and the long-term. Then go do that.
If your business is stable and you are looking for growth opportunities, I wholeheartedly believe that a solid content marketing strategy can help you get to the next level. If you have tried various marketing strategies with little to no success then I’d love to chat with you to show you a different way. Fill out the Start a Project form below and let’s get the conversation started.