After reading the inspiring blog that Michael Brenner wrote about how should marketers market through advertising, I found myself couldn’t agree with him more. As he said in the blog that several years ago, David Ogilvy advised marketers that content is more important than the way that the message send out to potential customers. I think this is a good advise because more and more people have paid more attention on the content of a advertisement than the form of the advertisement. An advertisement will be a good advertisement as long as it has good content. The form it uses will not affect much of the success of the adversement. If this is true, then marketers should mainly focus on how to make good content in an advertisement instead of thinking which form of advertisement is more attractive.

I also agree with Michael for his lessons to marketers. One of his lesson says that content marketing that seeks to meet customer needs is now more important than ever. As we learnt in class that marketing nowadays is value driven, that is companies should add value to their product so customers can get extra values from purchasing the product. The same concept applies to advertisement, so the advertisement that can fulfill customer’s needs would be perceived better. Thus, I think instead of thinking fancy forms of advertisement, marketers should put their energy into creating more meaningful contents.

At the end of Michael’s blog, he referenced GE’s CMO Beth Comstock’s quote “it almost doesn’t matter who produces this content, as long as it’s good.” This point is good in the way that content is more important. However, I think marketers should beaware the ethical issue, that is although content is important in the process of marketing, but the content has to be real. It can have some degree of exaggeration, but it can not reach the degree which it becomes deceptive information.

In conclusion, the content is more important than the form of advertisement, however, the content has to be real, or within the acceptable degree of exaggeration.

The original site: http://www.b2bmarketinginsider.com/strategy/advertising-leaders-consider-content-over-advertising