Unlike ad campaigns, content management is not designed to sell your product immediately. The goal is to engage your audience continuously.
The more time your audience spend interacting with your content, the more educated they become. They start viewing you as a credible source and they keep you in mind.
Content marketing and advertising have certain similarities. Both seek to cultivate positive brand associations in the minds of a target audience. However, only content marketing has the power to develop brand advocates. These are people who trust your brand and understand it; because they’re so passionate about what you do, they take it upon themselves to evangelize.
That kind of influence can’t be measured in numbers of tweets, “likes,” or any of the metrics that traditional advertising chases. Though an ad campaign may yield short-term spikes in sales, a network of brand advocates has lasting power.