Some brands, however, still stand at the water’s edge, not sure an always-on commitment to social media and content creation is right for them.
Even the most successful marketing efforts have detractors and doubters who hold tight to traditional methods. They cling to the past and continue to invest in telemarketing, direct mail, and pricey television spots and billboards.
Even the London Olympics, which people praised as the most tech-savvy and social-media supported games ever, were heavily supplemented (or rather, dominated) by traditional advertising.
While those methods have their place, it’s about time we set the record straight and started to challenge those who insist content marketing isn’t an established brand communication strategy.
Here are some reasons brands abstain from content and why they’re on the wrong side of history:
1. “We don’t have the budget.”
A common misconception is that content marketing is something layered, or added, on top of current marketing efforts, so bigger budgets are required.