115) Beyond Clicks: Why Brands Need more than Traffic in Content Marketing
In this episode, Sharan and Sudeep tackle a pressing question in today’s content-heavy marketing landscape: *Is traffic really a sign of success?* Diving into the often misunderstood world of content marketing, Sharan explores why chasing views and clicks might actually derail brand goals rather than support them. Together, they discuss the pitfalls of focusing on vanity metrics and the difference between brands acting as “content creators” versus “media houses.”
Throughout this lively conversation, Sharan shares insights on building content strategies that prioritize quality traffic and meaningful engagement. They also reference Seth Godin’s “Permission Marketing,” emphasizing the importance of crafting content so valuable that customers actively seek it out. The episode concludes with practical strategies for brands to control their distribution, invest in high-intent audiences, and shift from interruption to invitation in their marketing approach.
KEY TAKEAWAYS:
- The Content Conundrum: Why traffic and views don’t equal success, and how brands can avoid falling into the “noise trap” by focusing on core audiences.
- Brands as Media Houses: The shift from interruptive ads to content that audiences choose to engage with, using the example of *The LEGO Movie* as a model of brand-driven storytelling.
- Permission Marketing: How Seth Godin’s principles apply today, moving brands from grabbing attention to *earning* it.
- SEO and Intent-Driven Content: The pitfalls of SEO-driven content that attracts broad, low-intent audiences, and how to prioritize quality over quantity in targeting.
- Content Marketing vs Traditional Advertising: Distinguishing between short-term advertising reach and the long-term benefits of content that builds rapport and relevance.
- Creating Brand-Owned Experiences: Examples like Nike marathons and Royal Enfield’s Rider Mania that show how brands can create memorable experiences that deepen consumer loyalty.
QUOTES:
- "Reach does not equal relevance.”
- “Act like a media house, not a content creator.”
- “Permission marketing is about crafting content audiences want to consume.”
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
