Content vs Advertising & Why it Matters

Before the days of content-based marketing, many of my advertising clients had difficulty pulling together enough background material regarding their brand.

We’d often labor to extract bits of information – technical data, contracts, responses to RFPs – whatever we could find. At times it was like pulling teeth, but it was necessary and would serve as the basis for our efforts to create compelling advertising.

How things have changed.

When it comes to creating content, today’s organizations suffer from the opposite problem. Organizations know – or sense – they have a much better story to tell. They just have not marshalled the resources or effort to tell that story.

Advertising or Content: What’s the difference, and why does it matter?

Every organization today has an enormous opportunity to create a clear, memorable and compelling position in the mind of their clients and prospects. This can be done through advertising or content. But to do so successfully, it helps to keep in mind how advertising and content are similar and how they differ. Here’s a quick primer.

How they differ.

Selling vs. Giving. Advertising is about selling a solution. Content is about giving – insight, information, a new perspective.

Active vs. Passive Transaction. In most cases, advertising seeks a more immediate action or transaction. Think of the classic ad progression acronym A.I.D.A. (attention, interest, desire, action). Content, on the other hand, is playing the long game. Quality content provides insight for the taking, if the reader so chooses. Over time, this positions the brand and what it is about clearly in the reader’s (or video viewer’s) mind.

What they have in common.

Strategy. Both successful advertising and strong content start with a clear strategy. Why are we creating this message? What does success look like? Without strategy, even a simple one, you’re in danger of wandering in the creative wilderness.

Positioning. Both advertising and content have a specific aim: to carve out a clear position in the mind of the audience. Over time, readers should have a clear sense of what you are, and what you are not.

Truth. While I shouldn’t even have to say this, both require credibility for near- and long-term success. Whether creating advertising or creating content, don’t go for the short money by attempting to deceive your audience. The truth does win out eventually.

Story. An ad generally tells the whole story – why you should care, what you should do, why you should take action. Content generally tells a piece of the story, often providing a deeper dive into one aspect of a brand or entity. Over time, the cumulative effect of this content should be establishing a strong identity in the mind of its audience.

Both advertising and content have their place in the marketing mix. Knowing the difference is the first step to leveraging the strengths of each.

Tom White is a business communications consultant, content writer and President & Creative Director at The White Agency, Inc. A copywriter by training, he assists clients in all aspects of creating a better message, from strategy to copy to speechwriting. "I say what you'd say, only better."