Content marketing seems relatively older than native advertising (people are still learning the ropes in native advertising). Comparably, content marketing can be classified as more extensive than native advertising. Plus the outcomes for both are different especially due to the form and style they are executed in. Somehow, comparing the two might not bring out a definite answer because the two are not supposed to be alternates but rather complement each other.
Notably, their similarities are easily identifiable from the surface such as the fact that both target similar prospects. One key factor that readers need to comprehend in this distinction is that content marketing is not necessarily paid advertising but native advertising is purely advertisement. It’s just it is usually concealed within normal web content for better results.
What is native advertising?
As a continuation of the above description native advertising is a paid form of marketing, just like pay per click, but – it is integrated into a piece of content to make it maintain the flow and rhythm of the publication. You will find native advertising in different forms online and the most popular one is blog posts. The creators of native advertising intended to fill in the gap left by display advertising. In essence, the more it forms an integral part of the website the more readers trust the content. In reality, only few non marketers would actually notice native ads if the mandatory ad notifications are missing.
On average, members of the public try their best to avoid anything that leaks of advertising but native ads seem to get through to them nevertheless.
On the other hand, content marketing is a form of marketing that utilizes media generated content to pass on specific messages for targeted audiences in a myriad of online platforms. In order to retain the audience’s attention, this content is made relevant, humorous, informative, or interesting enough to achieve such a milestone. In the end, this media generated content has the ability to engage users especially if it is done correctly and professionally. However, content marketing is faced with several limitations among them lack of large group of followers, limited resources and the art of producing sustainable quality content. And that is where advertising comes in.
Content marketing aims to create brand awareness through an all rounded form of marketing. It intends to personify the brand’s identity further (taking from where other form of marketing left). Content marketing uses a number of avenues and platforms to keep people talking about the brand. Additionally, it helps brands to further their reach to group of new customers while providing valuable information to customers. It is then widely shared on social media platforms, making social media marketing essential to gain more fan base. Ultimately, content marketing hopes to create a brand leader in their industry.
What about native advertising? Native advertising uses 3rd party websites to convey its message. The message can either be crafted by the brand marketing team (or yourself for small businesses) or by the team representing the advertising platform. Since it takes the form of web editorials on the advertising platform it has the ability to generate leads which translates to sales. Also it provides massive brand awareness for the brand.