The process of developing material to be promoted through paid distribution channels is known as content Marketing.
Perhaps it’s more useful to know what content marketing isn’t, as opposed to content advertising, which is another common marketing term that’s frequently mistaken.
I’ve come across a wide range of content marketing definitions. Here are some of the features of the online dictionary:
- content marketing is a term used to describe the process of promoting a piece of content.
- noun a style of marketing that entails the creation and distribution of online content (such as videos, blogs, and social media posts) that does not directly promote a brand but is meant to pique interest in its products or services.
Time to take a break… It isn’t necessary for it to be online content, though it is frequently.
Instead of promoting your products or services, you deliver relevant and valuable information to your prospects and customers to assist them solve their problems, according to the Content Marketing Institute.
Okay, content marketing can and should achieve that, according to many experts. I think it all depends on how you define “helpful.” A large number of B2B marketers, as well as a large number of consumer companies, emphasize the problem and solution strategy in the majority of their content.
Clearly, a recipe collection is beneficial and relevant to a food business. Are there any hilarious cat videos? What about trivia quizzes? Games? It’s entirely up to you.
Is there any content in coupons? They seem relevant, useful, and problem-solving to me, but they almost always promote a brand. I believe the conclusion is that a wide range of media can be considered content. Much of it is content marketing, but none of it is deceptive.
So, why should you pay for content marketing?
Answering the question above in 2018 is ridiculously simple. You pay for content marketing because you want people to do the following:
- Find out what your content is.
- Participate in your content’s discussion.
- React to what you’ve written.
But, you say, there’s more… Isn’t it true that social media platforms and search engines are the backbones of information distribution? Can’t you get the same benefits organically (that I mentioned earlier)?
So the reason you pay for content advertising is because you want to ensure that the material you precisely planned and worked so hard to generate will reach potential purchasers.
Despite all of the arrows fired at it in this digital-first millennium, the advertising industry is still alive and strong. Advertising remains the backbone and financial underpinning of the media industry.
As a result, content marketing and advertising are allies rather than adversaries. Let’s take a look at some of the places where their relationship is still going strong.
Formats for content advertising examples
In almost all of the prominent channels, content advertising flourishes in the digital environment. Let’s look at some examples of content marketing.
The three paid adverts above were found after a search for “ways to save for college.” After clicking through, I was taken to landing pages that included (1) a method to open an account, (2) an opportunity to register for free financial tools, and (3) a blog article and video that was informative.
I’m immediately intrigued by the idea that content marketing may meet needs all the way down the sales funnel—from awareness to consideration to conversion.
Though Facebook is the current leader in ad income in the social arena, B2B marketers can take advantage of a range of LinkedIn initiatives to meet their content advertising demands.
Ads on social media can be hyper-targeted. Because of my occupation, my feed is always full of adverts for digital marketing and media content, such as the one above and its landing page.
I stumbled across this native ad on a news site via the sponsored link feed powered by Taboola’s content discovery tool.
It offers a landing page that is a compelling combination of an advertorial and a free product sample offer.
Another good example can be found here. The advertiser’s suggestions about subsidies and rebates that can cover the upfront expenses of solar panel installation can be found on the landing page for this native ad.
Sunrun, as a call-to-action, provides a savings calculator that takes into account your state’s solar power restrictions.
Content advertising alternatives offered by online publishers include not only material discovery feeds, but also sponsored (and occasionally co-created) content, and, of course, display adverts.
The proliferation of mobile apps has produced another popular advertising channel.
I came across the ad above in my Facebook Messenger stream, which promotes a design course.
Email newsletters are frequently used to promote content. The preceding sample comes from Fortune’s The Broadsheet newsletter.
Deloitte’s advertisement includes a link to “Decoding Millennials in the Gig Economy,” which contains findings from a recent research report on millennial workforce patterns.
Take your content marketing efforts to the next level by going offline.
It is not necessary for the medium to be digital in order for content advertising to be effective. As a content marketer, I can’t help but observe how brands are now promoting useful material in locations other than the Internet.
I frequently hear and see examples of corporations airing advertising explicitly about an information asset they want to give away on the radio and television. Alternatively, the call-to-action may include a guide or assessment.
Print—The same can be said for print advertisements. Advertisements frequently persuade readers to visit a website or phone to get free and useful information.
Events—At conferences and other brand-sponsored events, you’ll see brands handing out free books and other items in exchange for your business card or email address.
Content advertising (or at the very least content marketing) has also become a component of the in-store experience. Are there any costs associated with the media? It’s possible. Partnerships or affiliations may be necessary otherwise.
Content marketing is not the same as content advertising.
Content advertising is not synonymous with native advertising (though it is sometimes delivered through native-friendly platforms). It’s basically a strategy and method for creating content that will be marketed through paid distribution channels.
The technique doesn’t rely on search, social, or any other “hit-or-miss” type of dissemination, which is why it’s hot enough to warrant a post about it. It’s
significantly more scalable and controllable.
To summarize, content advertising can help you overcome organic difficulties.
It’s all about overcoming the limitations of organic channels and betting on programmatically targeting potential clients at every stage of the buying cycle.
Some things to keep in mind when it comes to content marketing:
Simply said, content advertising is the act of promoting your own content.
Because the competition for organic reach is fierce, it’s a winning strategy.
When it comes to content advertising, search, social, content discovery, publisher partnerships, and email are all channels to consider.
Content can also be distributed via offline channels.