If when you read the phrase “native advertising” you immediately think of Content Marketing you are making a mistake.
When the term “native advertising” appeared in Spanish, many marketers began to use it in an interchangeable way with the term Content Marketing. However, it is important that you understand the differences between the two.
First of all, let’s refresh concepts through definitions.
What is Content Marketing?
Content Marketing is a strategic marketing technique aimed at creating and distributing relevant, valuable and consistent content, with the goal of attracting an audience. Its general purpose is to push your audience to action by changing or improving their behavior.
Usually, it is a continuous process, which is integrated with the overall strategy of a brand. It combines different types of content (such as videos, graphics, publications and even native advertising) to generate a relationship with consumers and get tangible results.
What is native advertising?
Generally speaking, native advertising is a type of paid advertising. But this definition implies an oversimplification.
To explain correctly what it is, it is necessary to review some of its main characteristics:
- It is an opportunity for which you pay
While it may seem obvious, in the native advertising you must pay to appear in a certain place within a content.
- Usually based on content
The information presented is useful, interesting and is aimed at specific readers. It’s not just an advertisement for a company.
- Embedded within content
What are the differences between Content Marketing and Native Advertising?
As you’ve seen previously, native advertising and content marketing provide useful and compelling information with the intention of attracting the attention of a target audience. However, there are differences between them.
Among them it is possible to emphasize:
- The way they appear on a site
As mentioned above, you must pay to include the native advertising in certain type of content. With Content Marketing, content is produced on behalf of brands. This is created by different writers and covers different topics and formats to establish the identity of the brand and to generate a relationship with your audience.
Meanwhile, native advertising is labeled “sponsored,” since a brand pays the publisher to produce and promote content on their behalf. Content Marketing does not need this designation, since the publisher does not receive a payment for it, it is simply shared according to its value.
- The way it benefits a brand
Content Marketing ROI can be traced by increasing organic rankings and consumer engagement as the direct result of a diverse and high quality customer base. For example by allowing people to form Part of a database with which through email marketing actions we can mobilize them throughout the conversion funnel so that they become customers.
Instead, the scope of native advertising is limited to the possibility of making partnerships with publishers and their benefit can often be more tied to the image and reputation of the brand than to obtaining a tangible result as it can Be increasing sales.
- The cost
The cost of native advertising is much higher than Content Marketing.
The appeal of native advertising is that you know exactly what you’re going to get: an ad posted on a high authority site. If you are looking to target readers of a specific site (for example a major magazine in your industry) you can get a place. If you have the need to increase awareness of your brand quickly, this will be your best bet.
For its part, Content Marketing takes more time. Success rates are variable for each campaign but it delivers long-lasting results in the long run and allows you to establish a strong relationship with your customers.