1.3. TRADITIONAL VS. CONTENT MARKETING Traditional advertising has certain attributes which can be described through 3 points Ads can draw the customers attention for a very short period of time Ads are obstructing buyers, rather than giving them value Classic ads can be significantly more expensive than content marketing It is important to offer the alternative, to attract the attention without obstructing, to engage the audience so they want to hear the message being sent, rather than avoiding it. These are the main reasons, content marketing is getting its points of importance. Basically, you could say that traditional marketing is searching for a customer, while content marketing allows the customer to search for a product. According to the data published by CMI, 90% of companies are using some form of content marketing. In addition to that, their data states that 60% of companies are planning to raise their content marketing budgets. When we’re talking about the advantages of content marketing as opposed to traditional marketing there are several most important ones: 1. Content marketing offers some value to the customer While the traditional ads tend to irritate and obstruct the target audience to that measure that they want to run away from it, content marketing is adjusting the content delivered to the user, drawing his attention and making him interested. Good content is useful and educating so the user will have no problem spending his or her time on learning a bit more about a brand. By doing this, the user will create a certain opinion about it and develop a relationship with a brand, even before he or she buys that brands product. 90% of buyers think of content as useful, and 78% of them think that organizations who are creating content have a bigger desire for developing a relationship with their customers. 2. Content marketing educates buyers so that they could come to the decision of buying much easier People often aren’t buying a product because they don’t understand the value it provides for them. Let’s imagine that content marketing existed when a prototype of a product like personal computer came out. When it first came out, people used to CONTENT MARKETING 6.