How Has Mobile Advertising Changed Content Marketing?
If you are in any way shaped perform engaged in any kind of online marketing, you probably have come across the phrase "content scheme". In fact, you probably have come across this phrase many times.
In most situations, this idea is drilled into the heads of marketers. It doesn't matter whether they are wet behind the ears, recent college students or college graduates or veteran marketers who pull millions of dollars in sales every single year.
Content scheme is the rallying cry of people who are serious about making money on the internet. Now, this saying is not being reputed with such frequency and such emphasis because people have nothing else better to do.
They don't engage in that behavior because they're just going through the motions. They definitely don't say this, at least credible people, don't repeat this statement because they don't know what they're doing or they're just goin along to get along.
They say this because there's truth to it. As the old saying goes, where there is smoke, there is fire. Content scheme, because when you present content in front of people and you get them to read it and the content affects them, you start conditiong their minds.
Advertising has always been about mental-conditioning. I know that sounds scary. I know that a lot of people rather not label advertising that way but it really is about persuasion and when you persuade people, you try to teach them to do something that they normally would not do.
That's how marketing is done. Anybody who tries to sell you a bill of goods, saying that marketing can be described in their ways is essentially just blowing smoke. That's what they're doing. They're trying to struck you.
But the real deal is all about manipulation, mental control and getting people to do stuff that gets you paid. There's no shame on that game. I mean, when you watch McDonalds' video ads or read newspapers with all these full page ads, they're doing the same thing.
What makes them more respectable than online marketing? There is really no dividing line. It all boils down to content because content changes people's minds because it draws people in. It attracts people attention with credibiity and then, it convinces people that the information within this content solves their probelms. When you present content, it changes attitudes.
As awesome as content marketing is, a lot of people are under the impression that mobile advertising has done away with content marketing.
This is absolutely wrong. In fact, this is fake news. If you believe this, don't be surprised if your advertising campaign starts falling apart.
You have to remember that even if you get a tremendous amount of traffic to a web page, you still have to condition that traffic. You have to qualify that traffic, so they can truly understand the value proposition you bring to the table.
How do you expect to do this? Do you think people would try to get this information just by looking at the sales page?
If that's how you play the game, you're a day late and a buck short. You really are because you are apporting the cart before the horse. You are not following the right sequence.
The bottom line when it comes to online persuasion is you get people's attention, you draw out their interest and you develop credibilty. You do this very quickly, thanks to content.
This is why mobile advertising, regardless of how quick, how voluminous and how seemingly new it is, will never ever replace content marketing. In fact, if you think about it in strategic terms, content marketing has to be baked into any credible mobile advertising campaign, otherwise, it's just not going to work.