August 16th 2016

What Exactly is Content Advertising?

Posted by Will Shadbolt

As the digital age progresses and marketing continues to evolve, new terms and buzzwords pop up. "Content advertising" is one such term and has a bit of confusion surrounding it. It is not content marketing, nor is it native advertising. It is instead making content and then promoting it by using paid distribution channels. Both pay-per-click (PPC) campaigns and sponsored ads fall under this umbrella. Any kind of content is okay; if it is promoted through paid channels, then it counts as content advertising.

Content advertising differs from content marketing. While the latter focuses on organic ranking or SEM practices, the former does not need any organic reach because of the paid promotions, enabling it to focus on more niche information. They do have their similarities, though: for instance, both of them make quality a high priority. Content marketing does this to attract consumers. With content advertising, the bar should be even higher, since companies pay to put their articles in front of people. Why pay for anything less than the best work? Neither of these marketing formats can afford to be too disruptive to users, too. This can tarnish brands even if they have great content.  

Despite claims that content advertising is more or less a fancy name for native advertising, the two also have their differences. Native advertising is when marketers attempt to integrate the advertisement into the content itself, like, for example, Ogilvy's famous "Guinness Guide to Oysters" that ran next to magazine stories in the 50's. This medium often counts on readers to not be able to tell the difference between it and the real content, however, making it a tricky format. Content advertising, in contrast, is a way of directing consumers to your content, usually on another site. As long as the content is what was promised and is quality, there is little risk of annoying potential consumers.

While this method of advertising has its advantages-getting around SEO, promoting topics with narrow focuses-it also has its drawbacks. Consistently making great content by the deadline can cause problems, though this is by no means an issue exclusive to content advertising. There is the option of enlisting professionals to write, but the cost might be prohibitive. One alternative is recycling old yet great content, but even then, the money required to promote it could also be too much. In addition, depending on the size of the potential audience, it might not even be worth it to promote the content. 

So do the costs outweigh the benefits for content advertising? It depends on the type of content or campaign being promoted-is the topic broad enough to reach consumers organically? Come to the experts for answers. At Giovatto Advertising, we specialize in both SEO and quality content, and will make sure the posts reach your audience, no matter the method of marketing and no matter how niche the topic.  Our creative team excels at creating great content, such as weekly blogs, scripts, and attention grabbing webpages. With Giovatto, you can rest assured that not only is your brand being seen, but that people are seeing quality content associated with it.

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