Ads versus Content? No contest.

Dec 05, 2020 2:09 am


Do you want a flash in the pan? Or long term results? Here’s how to get both.

Hello Content Creators!

Over the past three years, we’ve been offering a lot of different content and editorial based options for Bikerumor advertisers.

With all the buzz around “content marketing”, you might think banners are dead.

But we still offer banner ads, too.

Each has it’s place, but it’s important to know when to use each one.

Ads versus Content

If you’re still stuck on banners and traditional advertising, here are a few things to consider:

  • What does an ad campaign cost?
  • What would a sponsored story cost?
  • Which one has a longer shelf life?
  • What are your goals...quick response, or long term brand building?
  • Which one carries more weight with the intended audience?

Those last two should help dictate which way you go, because the others are trick questions...

Banner and content campaigns can cost similar amounts, but deliver very different types of results. And content will ALWAYS have a longer shelf life.

Ads are for a Quick Response

If you’re looking for a quick response to drive sales on a promotion or discount, then banner ads (whether on a website, social media, email newsletters, etc.) will work well.

Think of these like coupon inserts the Sunday paper...except digital.

Something like that, with a short shelf life, doesn’t usually require a massive spend compared to a branding campaign. And it doesn’t matter that it’s forgotten the second the campaign ends, because the sale is over.

Content is for Branding... and a Quick Response

I know a bike component brand that spent $10k+ on banners on a competing website and, in their own words, had nothing to show for it.

It didn’t move the needle.

But we published one story on Bikerumor about their product and their web traffic spiked and it generated huge sales. Where do you think their resources should go in the future?

The answer might seem obvious, but the devil’s in the details.

Their ads were branding plays, simply displaying a product and logo. And $10k may sound like a lot, but on a high traffic site, they could burn through that in 3 to 6 weeks and still not have every reader see an impression.

Our story, however, detailed the product’s features, explained why it mattered, and showed how it could be used. Readers saw how it was valuable to them. So they bought it.

Here’s the beautiful part...

That story is STILL up on Bikerumor. It’s STILL generating sales. And it’s STILL building their brand.

Those banner ads?

They’re long gone, and long forgotten.

If you’re running a sale, banners are fine.

If you’re running a branding campaign, either be ready to write a blank check for ads, or budget for content projects with targeted publishers, bloggers, vloggers, influencers, and others with engaged audiences to create good content around your products and brand.

Not sure how to start? Need ideas? Hit me up.

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A Recent Content Project


This one's not mine, but it's blowing up. Spotify has turned everyone's 2020 playlist and song history into personalized infographics.

And people are sharing them like crazy!

It's likely netting Spotify million$ worth of earned media, millions more impressions, and probably plenty of new subscribers. Or, at least, boosting people's activity, which lets them serve more ads.

Sooo... what type of data do you have on customer behavior that could be turned into a fun infographic? How can you personalize that data per user (without being creepy, of course!)? What sort of data would the news and industry media use for a story about your company, brand or product?

PRO TIP: Turn Content into Stories

Welcome to the section that's ONLY for newsletter subscribers! This week's Pro Tip is food for though about the brand/media relationship. It's from my buddy Jon Woodroof, founder of TwoTone Amsterdam, a kick ass PR firm in The Netherlands:

"People love the stories.

The stories are what make something compelling and interesting. The brands are the ones footing the bill, and the media are the ones telling the story about doing something cool.

It used to be, the media would plan a trip for a story, then they’d get brands to sponsor it. Now, brands support their own trips (ambassadors, etc.) and aspire to work with publications to share the story..

Everybody wants to do something that the consumer wants to read, and now it’s becoming more clear how everyone can work together to get the story out there."

Jon's a master at getting brands involved in stories, check them out if you're interested!

Cool Stuff I've Found


This week, it's about seeing the big picture...

SunPak12" LED Light Ring is the video accessory we're all probably needing right now. I've been cobbling together various lights, stands, cardboard boxes, etc., to position my camera and make me look good for video calls and Zoom sessions. This is a lot easier to set up, and will also be great for tech videos, too! It's just $70 and comes with a tall tripod stand, Bluetooth remote, and changes both brightness and hue!

NOCS Binoculars are waterproof, rugged, compact, and lightweight. They're the perfect pair to throw in your pack or your glove box. The grippy rubber exterior is easy to hold, and plenty of adjustability lets you check out things from afar. They'd make a perfect holiday gift...just know that they're already backordered into January!

RAIN-X is amazing. In high school, I waxed my windshield to achieve the same effect. It worked, but it was work. RAIN-X makes rain drops slide off just as well, but goes on quickly and easily. If you've never used it, you will be blown away by the difference it makes. I keep a spray bottle in both of our vehicles. It's the best $5 you'll ever spend on your car.

See ya later,


Tyler Benedict

PS - Can you, real quick, forward this to one friend who likes marketing? Thanks!

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*Any items, services, or products mentioned in these emails are provided solely because I think you'll like them. I don't sell this space, but some links might be affiliate links, which earns me a small commission (beer money, really) if you buy something. This helps support all the free content. Thanks!