Agencies that practice traditional advertising have been reporting loss of revenue annually for the last few years in South Africa.

Digital agencies, however, are doing increasingly better, even in the harsh financial climate.

With this prolonged recession, times have been tough for everyone. Companies, who in the past would not have blinked an eye at dropping millions on an ad campaign, now need to monitor their money very carefully.

Companies need to continue marketing, or risk losing their share of the market but they also need to see a solid return on their marketing investments. And this is where content marketing comes in; it is its measurability that is making it increasingly the go-to mode of marketing for companies. Stats can be pulled from various sources that show, beat by beat, or, rather, click by click, how successful the campaigns are.

Another tangible advantage of content marketing is that it has cumulative value. It is not finite, a pitfall of most traditional advertising strategies. And now more than ever, companies want more for their dime. All valuable content is archived and adds a fullness to any company blog or site that only adds to their credibility.

So although the recession is affecting most companies, and individuals, very badly, it has stimulated the content marketing field - and for all the right reasons.

Do you agree? Do you think traditional advertising is dying? Have your say. Leave a comment below.

Sound Idea Digital is a full service digital marketing agency that specialises in content marketing. 

We can develop a comprehensive content marketing strategy for your company |info@soundidea | soundidea.co.za