Your content marketing plan should always include a strategy to distribute content. See how native ads can play a key role in your content marketing.
Whether an agency or looking to recruit content marketing services for your business, discover how native ads should play a key role in your content marketing strategy.
Content Marketing PLAN: Why the growth?
Today we live in a digital landscape where content is everywhere. You are nothing online if you do not create content.
More and more brands are embracing content marketing plans and building them into their core marketing strategies, thereby creating their own content. Brands such as General Electric (GE) for example, continue to invest heavily in content marketing.
Coca-Cola – one of the biggest brands on the planet – has put content at the core of its ‘Content 2020’ advertising strategy mission, which perhaps sums up why there is more and more branded content being created across the board:
All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.
Content Marketing Strategies: What Marketers Should Know
The barriers to entry for creating and publishing your own content, as a brand, are considerably lower than they were in the pre-digital age. The cost for a business to launch and run a blog is negligible, even for the smallest of companies; reaching an audience via social media and search engines is possible.
Content marketing is not new. John Deere, the tractor maker, created and published its own magazine, The Furrow, as far back as 1895. Michelin, the tyre manufacturer, began producing a maintenance guide filled with travel and accommodation recommendations for French motorists in 1900; Nike published and promoted a 19-page booklet entitled Jogging in 1966, practically inventing the sport of running in the United States in the process. But the scale of content creation – and the appetite of consumers for content in an always on digital first world – is new.
The Content Marketing Myth
In some ways brands were duped with content. They were sold a falsehood. They were told by experts in search, social media and digital marketing that if they created content and published it on their blogs they would be inundated with new leads, followers, likes and shares. All they needed to do was create content – and lots of it. So brands and agencies found themselves setting up content studios – or factories, depending on the business and your point of view – that pumped out reams and reams of content, of differing levels of quality. It was sometimes content for content’s sake. It was too expensive. Too complicated. Too abstract and unquantifiable. There was little to justify content creation at a senior level. The C-suite didn’t get it. Many brands retreated away from content as a result. It didn’t work for them.
But somewhere in the jumble of content were some great ideas – and great stories – that audiences and customers clearly would love to discover. There was, in amongst the clutter, the personality behind the brands in all of this content shining through. But no one could find it. No one knew it existed most of the time. Or rather only very few people could find it. This is where native advertising came in.
Content Marketing vs Native Advertising: Content Distributor
Native advertising rose as a way to distribute brand content to an audience. First it developed on platforms such as Facebook, Twitter and LinkedIn, before moving to wider publisher environments. For those brands that did not create their own content, but rather used the services of publishers to create and host bespoke content for their brand; they now had a new term to describe what had once been known as advertorials – but with wider reach, more creativity and far better measurement criteria thrown into the mix too.
Native advertising offered a way for brands to promote the content they were creating. It added a paid-for element to the ‘earned’ media that content marketing offered them. Native advertising allows a business to grow content marketing efforts. It allows content to scale.
In summary: Content is key to digital advertising today. Native advertising is the default distribution model for this branded content.