Advertising is described as a form of non-personal promotion. It’s about communicating value proposition of a product or service at scale. Historically, it’s been a one-way communication.
Because content marketing is fundamentally about delivering value through content (education, entertainment, inspiration), it is particularly successful in this day and age because of the wide adoption of social networks. Without social networks, it is hard to imagine content going viral the way it does now.
Consumers’ ability to have a two-way dialogue through sharing content gave marketers a tremendous opportunity to leverage organic social and search traffic to have their content discovered by consumers. However, due to oversaturation of the web with brand and user generated content, it has been becoming harder and harder to break through to reach consumers leveraging only organic channels. If you have a Facebook page, you may have noticed a fairly recent addition of a ‘Boost’ feature to quickly add more exposure to your content for additional exposure.
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