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CONTENT MARKETINGVS
TRADITIONAL MARKETING
A P R E S E N T A T I O N B Y
9 4 9 2 8 5 6 5 8 1 | j o h n a n d . c o | j o h n z @ j o h n a n d . c o
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ABOUT JOHN+CO
John+Co is a digital content marketing collaboration with the
perfect balance of passion, skills, and approach, combined to
deliver a measurable impact. We bring an impressive team of
strategists, writers, designers, film makers, developers and social
media professionals together to create content marketing
programs that deliver results for our clients.
Through concepts built on shared passions, we create the kind of
compelling and engaging content, supported by powerful tactics
and calls to action, that get customers fired up, sharing
experiences, and taking action.
03
CONTENTS
+ A CONTENT MARKETING OVERVIEW
+ A FEW FLAWS IN THE TRADITIONAL MODEL
- The nature of traditional
- A swing, and a…
- In Summary
+ THE BENEFITS OF GOOD CONTENT MARKETING
- The benefits of content
- A path to “Volunteer Lead Generation”
- The “Anti-Interrupt”
- What is Valuable?
- How about a brain mesh?
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CHAPTER 1A QUICK OVERVIEW ON CONTENT MARKETING
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In simplest terms, content marketing is marketing that provides
relevant and informative types of content to customers for free in
exchange for their attention or, in some cases, their information.
While “traditional” or “mass media” advertising interrupts
customers to get attention, content marketing provides
information that customers are looking for. In exchange,
marketers tend to garner permission to market a product or
service in an on going “relationship”. This is why it’s sometimes
call “permission marketing.”
Over the next few pages we’ll present a simple, boiled down
comparison between the benefits of content marketing over
traditional marketing.
A BRIEF OVERVIEW OF CONTENT
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CHAPTER 2A FEW FLAWS IN THE TRADITIONAL MODEL
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First, we want to be clear, traditional marketing and media has,
and always will have it’s place. We still love it. But, let’s consider
how traditional advertising works. With traditional advertising, we
create messaging that interrupts customers. We interrupt their
relaxation, their work, their commute… almost every aspect of life
with billboards, magazines, newspapers, flyers, TV commercials,
radio, skywriting, etc. All designed to jolt a customer out of one
mindset and into another to receive this message, and hopefully
be in a relative place of need or want for the product or service
we’re presenting.
THE NATURE OF TRADITIONAL
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With great placement and exceptional strategy and creativity,
these ads can work great to build awareness and may even be
“recalled” when the information they provide is needed. But rarely
do they provide value to customers relative to their immediate
mindset, situation or needs, and rarely do they offer any relevant
reason for customers to absorb them. This is why they often miss
their target, or fall off the radar after a while. The mental shelf life
is short, because it lacks relevance, and subsequently, the
customer goes right back to what they intended to do when the
ad interrupted them. That is key… what was the customer
intending to do?
A SWING, AND A…
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1. Traditional advertising tends to disrupt a moment, and might
capture the customers’ attention for a quick moment
2. Traditional advertising interrupts customers intended moment,
and asks them to shift their mindset.
3. With the exception of events like the Super Bowl, traditional
ads are rarely looked forward to, and rarely are they the
customers intended purpose… therefore have a very short
“mental shelf life”
SO… how do you provide marketing to customers without
interrupting them? When they are in the proper mindset to
receive and adopt your information and expertise? How do you
meet them when they want to hear from you?
Welcome to content marketing.
IN SUMMARY
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CHAPTER 3A FEW PLUSES IN THE CONTENT COLUMN
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Content marketing, as opposed to traditional marketing, is
information, presented online, that provides value to your
customer. Content marketing provides media-type content that
customers want and seek out, and often times in exchange for
permission to provide more information or services to them.
THE BENEFITS OF CONTENT
12THINK ABOUT IT THIS WAY…
You’re considering getting
into mountain biking. Great
idea! Why don’t you go
online to do a little research,
or see what your mountain
bike friends are up to?
Depending on where your
search begins, you might
find mountain bike blogs,
cool mountain bike videos,
posts about mountain biking
in your area, guides, clubs,
etc., all manner of branded
“content” providing more
info and education about
the sport.
In your research, you might
find links to deeper, more
“valuable” content that you
want. Perhaps maps,
tutorials, special offers, etc.
This is valuable content and/
or information you are happy
to provide your email for
because it’s relevant to your
world, lifestyle, or is helping
in your decision.
The content provider is now
a trusted resource that has
already become relevant on
your journey. And now you
have an existing relationship
with them based on a shared
passion. Someone you will
turn to when it comes to a
purchase decision or a
recommendation.
This is what we call
“Volunteer Lead
Generation.”
13Instead of developing ads that interrupt customers, at John+Co,
we develop Volunteer Lead Generation. Marketing content that is
relevant to what a customer is searching for. Material that adds
value to a customer’s wants and needs. It’s their intention to find
this information and entertainment, or at the very least, they are
in the mindset to receive it, so they are more apt to voluntarily
enter a lead cycle, or a sales funnel.
Content such as:
• Blog posts
• Podcast recordings (.mp3s)
• White papers, downloadable guides or eBooks
• Infographics
• Apps
• Branded social content
• Video tutorials, overviews, unboxings…
• Webisodes
• Anything that provides value, and helps the customer
THE ANTI-INTERRUPT
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As always, “value” is relative. But typically content value is
provided either as educational, informative, useful or as
entertainment. In any case, the content, and the value it provides,
is the beginning of a mutually beneficial relationship. And, in any
case, John+Co is here to help you create great content, measure
great content, and benefit from great content marketing and the
lead generation it provides.
WHAT IS VALUABLE?
A P R E S E N T A T I O N B Y
To learn more, or see examples of content marketing that works, please call 949 285 6581, or visit us at johnand.co.
But why not get started with a good old fashioned brainstorm session? Give us a call, or send us an email. We would be happy to bring our best, and brightest to the table with you for an hour or so… Free. Who knows, it may be the best hour you never paid for.
HOW ABOUT A BRAIN MESH?
JOHN+CO
949 285 [email protected]
