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The Battle Between Content Marketing and Native Advertising

by Lindsey Groepper  |  
October 14, 2015

A divisive battle between content marketing and native advertising is brewing in the world of marketing. Those two forces are set to duke it out for brand budget money as companies look to run lean and mean by achieving the best results for their dollars.

Though the industry might like to wait to discover which strategy decisively delivers the most results for the least spend, digital marketing is constantly changing. Marketers need to make informed decisions between these two strategies right now.

Before we delve into the strengths and weaknesses of the two strategies, we should first look at their definitions.

Content Marketing

The Content Marketing Institute defines content marketing as "the process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action."

Corporate blog entries, byline articles, social media posts, and more are all included within this definition. Content marketing can be distributed through channels such as digital ads, social promotion, and media pitching.

Native Advertising

Native advertising appears on an online news outlet or blog as if it were written and sourced by the publisher's own editorial staff, but it is a piece of paid content.

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Lindsey Groepper is president of BLASTmedia, a PR and content marketing agency.

LinkedIn: Lindsey Groepper

Twitter: @lindseygroepper

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  • by James Wed Oct 14, 2015 via web

    An interesting article, but you're comparing apples and pears. Native is a valuable tool for helping consumers see the content that brands create. It is part of the content ecosystem, not instead of.

    The comparison with social media target is also inaccurate since Native ads (depending on the media owner) can be targeted based on behaviour, interests as well as old fashioned demo's.

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