The point is that using the correct terminology is important. To me, to you, to the industry. If we speak the language fluently, how can we expect others to understand content marketing can’t or respect us as content marketers? This is content marketing Content marketing is a strategic marketing technique of creating and distributing valuable, and consistent content to attract and acquire a clearly defined audience with the – of driving profitable customer action by changing or enhancing consumer behavior. Content marketing is an ongoing process that is best integrated into an overall marketing It focuses on owning media, not renting it. In content marketing, the brand owns the media. an asset. It’s This is native advertising For most situations, longer-form native advertising not talking about Google or Twitter ads) (I’m is: A directly paid opportunity Native advertising is to Brands pay for the placement – “pay play.” of content on platforms outside of their own media. Usually information based The content is useful, interesting, and highly targeted to a – audience. In all likelihood, not a traditional advertisement directly promoting the it’s product or service. This is where native advertising looks a bit like content marketing. The information is usually highly targeted (hopefully) and positioned as valuable. But again, in native advertising, you are renting someone content distribution platform (just like advertising), except that you else’s pimping a product or service. Delivered in stream. The user experience is not disrupted aren’t with native advertising because it is delivered in a way that does not impede the normal user’s behavior in that particular channel. Brands want their native advertising to look as similar as possible to the third-party site’s Though the media company wants that too (because easier to sell that way), it also it’s has to put out a multitude of warning labels around the content to make sure the paid placement is 100% transparent. To summarize, native advertising disrupt the user experience and offers helpful doesn’t in a format similar to the other content on the site so users engage with it more than
The point is that using the correct terminology is important. To me, to you, to the industry. If we can’t speak the language fluently, how can we expect others to understand content marketing or respect us as content marketers? This is content marketing Content marketing is a strategic marketing technique of creating and distributing valuable, and consistent content to attract and acquire a clearly defined audience – with the of driving profitable customer action by changing or enhancing consumer behavior. Content marketing is an ongoing process that is best integrated into an overall marketing It focuses on owning media, not renting it. In content marketing, the brand owns the media. It’s an asset. This is native advertising For most situations, longer-form native advertising (I’m not talking about Google or Twitter ads) is: A directly paid opportunity – Native advertising is “pay to play.” Brands pay for the placement of content on platforms outside of their own media. Usually information based – The content is useful, interesting, and highly targeted to a audience. In all likelihood, it’s not a traditional advertisement directly promoting the product or service. This is where native advertising looks a bit like content marketing. The information is usually highly targeted (hopefully) and positioned as valuable. But again, in native advertising, you are renting someone else’s content distribution platform (just like advertising), except that you aren’t pimping a product or service. Delivered in stream. The user experience is not disrupted with native advertising because it is delivered in a way that does not impede the user’s normal behavior in that particular channel. Brands want their native advertising to look as similar as possible to the third-party site’s Though the media company wants that too (because it’s easier to sell that way), it also has to put out a multitude of warning labels around the content to make sure the paid placement is 100% transparent. To summarize, native advertising doesn’t disrupt the user experience and offers helpful in a format similar to the other content on the site so users engage with it more than
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