Content Marketing vs Native Advertising - Helpforbeginner

Content Marketing vs Native Advertising - Helpforbeginner

Content Marketing vs Native Advertising



Content Marketing vs Native Advertising - Helpforbeginner


Content Marketing vs Native Advertising: Don't you think that there are too many buzzwords in the digital marketing space, and the terms " Content Marketing vs Native Advertising " constantly find their way into the conversation? Maybe it's just me. Regardless, both are important to businesses as part of their overall online marketing strategy. 


At the end of the day, content is everything and advertising is still the best way to tell millions of people about your brand and products. However, both channels have different structures that you need to understand to get the most out of your time and marketing dollars.


The audience is moving away from traditional media and is now spending more time online (web and mobile). Therefore, the power of new media should not be underestimated: viral videos, social campaigns, and network outreach have revolutionized the way information is shared. (example = Triberre)

Let's compare content marketing and native advertising by looking at the numbers to determine what works best for brands.


What is content marketing?


In This Blog Post content marketing vs native advertising, at its most basic level, content marketing occurs when an agency or business creates campaigns to increase awareness of its product, service, or brand. The campaign is subsequently pitched to publishers such as the Huffington Post or Forbes Magazine who have a large audience whose demographics match the ideal client for the campaign. These relationships can be either paid or free (although usually the latter). As long as the publisher sees value for their audience, the brand and its campaign are integrated into the content. This results in the campaign achieving one or more of the desired outcomes—a much-needed boost in SEO, reach, or brand awareness.


Information marketing is a strategic marketing tactic that focuses on creating and distributing valuable, pertinent, and consistent material to draw in and keep a target audience and ultimately encourage profitable customer behavior.

– Content Marketing Institute

Good content marketing campaigns give companies access to millions of visitors, both through direct publisher traffic and through their social media channels. Readers are then more likely to read and click on links in the content that ultimately lead to the brand's website, resulting in increased traffic, user engagement, and transactions.


What is native advertising?


On the other hand, native advertising occurs when a brand and its campaign partner with the same publisher. These articles are published in the platform's style and tone and are referred to as "sponsored" or "paid" pieces. It is usually written by the advertiser, not a member of the publisher's editorial team. Here's an Inc infographic showing some compelling native ad performance statistics (note: looks promising!).


An example of native advertising on Reddit. This is an AMA (Ask Me Anything) interview, a popular type of post on Reddit. This is an advertisement but reflects the type of content that can be seen on Reddit.


The difference between content marketing and native advertising is quite simple: native advertising campaigns are promotional materials and pieces of content that promote a clear call to action, such as encouraging users to watch a TV show or buy something. They are also written by the advertiser and tagged as "advertising post" or "advertising post".


Meanwhile, content marketing materials are written by the editorial staff of the publishing platform. Topics are submitted to multiple publishers, and the publisher may accept the proposal if it suits their editorial needs. The content may be featured articles, videos, or exclusive interviews that are of value to the publisher's audience and are not merely advertisements on the publisher's site.


According to research by Fractl and Moz, the cost of native ads is quite high, especially if you want your ads to be displayed with top publishers like Time and Refinery 29. Check out the chart below from their research which shows some of the native ads spend by some of the big publishers. Not for the average blogger.



In terms of content marketing, the Fractl study states:


The size and scope of the projects developed (such as press releases or interactive graphics), as well as their reach, are major determinants of content marketing expenditures (eg influencer marketing or lack of reach).


We found that a $5,000 to $50,000 price tag correlated with the campaigns that generated the most links, suggesting that agencies were able to run innovative, larger campaigns, influencer marketing, and content expansion rather than just press releases



Content Marketing vs Native Advertising - Helpforbeginner

Depending on your marketing budget, any of these strategies will require a significant amount of time and money.


Return on investment (ROI)


There is no specific way to measure ROI, but Fractl has created a great calculator that can roughly estimate how much money you made from money spent on content marketing or a native ad campaign. This is a rough estimate, but you can't exactly monetize how much money you'll make from social media shares, making this calculator your best bet.


Content and native advertising is a long-term game; you will get results from your campaigns if the content has been presented to thousands of readers and shared multiple times on social media.


Flaws


Native Ads: While native advertising can provide much-needed insight into a brand or company, it has several problems:


  • According to a Contently case study, sponsored posts have trust issues. Users are less likely to click on anything tagged as " sponsored " and prefer to read organic content.

  • Google considers sponsored messages to be paid links. This means they won't offer any mileage or SEO benefits.

  • Native advertising requires some in-depth knowledge of the publisher's audience, industry, scope, content composition, and overall tone. If someone wants to spend money on native advertising, it's best to have someone who fully understands the publisher's audience profile.

However, well-placed and engaging native ads can generate interest and give a positive boost to your brand if done right.


Content Marketing


Traffic can be brought to your website or product by a properly executed content marketing strategy. However, to run a good content marketing campaign, you need to have… well… good content. Sounds simple, but not many people are capable of creating stories and experiences that engage customers.


Admit it! Content marketing is very difficult. If you're thinking about creating a content marketing campaign but don't fully understand the basic details of such a campaign, it's best to hire someone who does or handles other forms of advertising. Not knowing the right way to build a content marketing campaign can result in thousands of dollars wasted, hundreds of lost hours, or a loss of brand value.


Examples of great content marketing


Purina, a major pet food company, teamed up with Buzzfeed Video, Facebook, YouTube, and other video publishers to create a highly successful content marketing campaign. In the video below you will see content marketing in all its glory. By the end of the video, you won't realize it's a Purina ad. Instead, Buzzfeed was able to tell a touching story about what it's like to be the first owner of a puppy. They connected with Buzzfeed viewers with a short video filled with cuteness, comedy, and suspense.


To take it one step further, Purina has created Puppyhood.com, a content-driven site that helps puppy owners learn more about grooming, nutrition, health, behavior, and more. It's a great way to harness the power of content in your sales funnel. potential customers to your site.


Watch the continuation of the story as a Facebook post below:


Puppy Age: Our First Poop - Get your first year right. Visit puppyhood.com for everything your puppy needs.


Examples of native advertising


More this Blog Post content marketing vs native advertising, the Onion is known for writing comic satirical articles. By carefully crafting their message, H&R Block was able to insert their ad in a way that matched the article and the fun nature of The Onion readers.


Yes, this is a sponsored post, but it's not too obvious. Instead, it is referred to as a " business venture ", which is just a clever choice of words meaning it's an advertisement.


Here's a sponsored email campaign that went wrong. This is a bad PR stunt for The Atlantic, given that Scientology is highly controversial. Of course, Atlantic did indeed sell this ad space for an astronomical price, but the negative feedback it received was not worth the sponsored article. 


This shows that native advertising is also a two-way street where the publisher must be careful about the context of the advertiser's message and how their audience perceives the subject matter.


Lesson: Don't let anyone post promotional messages on your site. Bad native ads are defined not only by how they are placed on the page but also by who and what they represent.


So now that we've beaten these topics to a pulp, what do you say? Do you allow sponsored posts on your site or participate in native ads elsewhere? Or are you a content marketing lover? Thoughts are welcome below.


Do you have questions about how to find your ideal niche? Let us know in the comments below!


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