Do not ignore content marketing
All content marketing is direct response marketing
All content marketing is direct response marketing
Media companies to agencies to consumer brands are publishing endless content, as they think it will attract customers and increase sales. About 99% of the content is ignored and useless.
Technology marketer calls content marketing as direct response marketing. Direct response marketing is one of the five promotion tactics. They include advertising, direct response, public relations, direct selling and search engine optimisation.
He writes, “Direct response is picking the fruit — those people have grown, are ripe, are down in the funnel, and ready to buy. Brand building is watering the tree so that more fruit will grow in the future. As Rory Sutherland has said, direct response tells people what to do so they will buy today, and brand advertising tells people what to think so they will buy tomorrow.”
If five promotion tactics doesn’t help in achieving various marketing goals, they are not helpful. There are pros and cons to every tactic, and there are specific ways to measure each tactic. If your “content” is not marketing collateral that fits inside one of these boxes, it is a waste of time and money.