Welcome to the Escape Blog

A client was talking me through his current advertising strategy last week. He has just placed his first TV adverts and has been told that if he didn’t get the enquiries pretty much immediately, he probably wouldn’t get them at all.

It got me thinking about advertising versus content and how you can either go for the quick interruption of adverts, or you can cultivate exposure online.

It looks a bit like this graph.

The advert will get you a short, sharp exposure, with the aftermath that you may have to repeat the process on a regular basis. Why? Because you are forcing your exposure on someone.

Value added content on your website, for instance, (and the same applies for offline PR) is that you are cultivating exposure. If your content is relevant, you should be answering the questions and dilemmas that your audience faces. You are answering their question at a time when they need have the problem and are looking it.

The content curve

Your article, or Blog post, gets into the search engines pretty much straight away (if you have a good website). It may then fade away after the immediate flourish. But, if it is a quality web page, with content that people approve of, it will then start to naturally grow, gaining a relevant listing in the SERPs (search engine ranking pages) to attract organic search queries.

It’s like planting a seed… in a sustainable forest of marketing. Corny but true - you marketing begins to sustain it’s own momenum.