The world of internet marketing has grown a lot in the last 15 years. As our digital ecosystem continues to evolve, so do the terms we use to define the many parts that must grow along with it. Two examples that are often confused: native advertising and content marketing . While native advertising has to do with a specific way for brands to distribute advertising in the form of content, content marketing refers to the creation of constant and consistent content to engage with a specific audience on bases that interest them. Various companies and marketers misuse the two words interchangeably. These content formats have very different meanings and capabilities. CFO Email List Understanding the difference between them is particularly important to understand how internet marketing evolves and better plan for the future. We have seen it for years, as it is nothing more than the introduction of brand advertising in a content format, in order to blend in with it. The magazines showed it in the form of infomercials , the cinema and TV have done it in the form of product placement , the radio through veiled mentions. In social networks it is ultra common. The promoted tweets , the paid posts on Instagram, the promoted Facebook posts . They are all examples of native advertising. Today you can see it on many sites and blogs, including this one .
An automotive tech site, for example, could easily review any brand’s latest model, without it coming across as a cheap endeavor. A movie site could do the same, recommending a film for a distributor, and so on. More advanced forms can include these types of posts under a periodical scheme such as a weekly column. BioPappel, the paper mill whose production is 100% recycled, has a fortnightly column in Expoknews where it talks about eco-efficiencies. The column is branded with your brand, although the content does not speak directly about it. It is important to note that the line that divides native advertising with a crude ad is its ability to disguise itself. Personally, I am not a fan, for example, of those publications that while you are reading, between two paragraphs they add a ” headline hack ” which is the “very striking” title of another note, sometimes paid, that is related to the content. Content recommenders There are also platforms that show “suggested content”. The idea was great in the beginning but today, I am not a fan of them either because every day they show more junk posts and they are doing a lot of damage on the web, even promoting false news that is one of the great tumors of the internet, today.
I actually wrote about it in a Facebook post recently. Here’s a quick rundown of the top 3 “content discovery” platforms: Founded in 2006, Outbrain offers a “recommended links” service to increase qualified traffic and revenue. They ensure that their association with premium publishing sites like CNN, Mashable, People, and MSNBC produces high volumes of quality traffic as a distinct advantage. Examples of native advertising Founded in 2007, Taboola is a content discovery platform that connects people with content. The company offers that it can reach the eyes of more than 550 million unique monthly visitors. Some sites that use it are Business Insider, Bloomberg, and USA Today. Last Review Yahoo’s Gemini Marketplace for Native Advertising was launched in February 2015 and is the default audience choice for those who advertise with Yahoo! Yahoo uses proprietary data signals targeting interested audiences on various Yahoo (such as Yahoo Finance) and third-party web properties and applications. The benefits are fraud-free clicks, less competition for the budget brand (if your target demographic makes sense to them), as well as low-cost remarketing.