Content advertising is a form of content marketing which places unique, quality, informative content on paid content advertising platforms.
Content advertising differs significantly from traditional advertising, in that content advertising’s aim is to engage consumers with useful, relevant information that will expand their knowledge of a product or service and motivate them to share this content with others.
The most popular form of content marketing is blogging, but other methods include videos, podcasts, social media posts, e-newsletters, photos and graphics, and news articles.
All of these forms can become content advertising if space for them is purchased, such as through “boosted” posts on Facebook, ads on Instagram, or through a number of third party content advertising platforms.
Today’s consumers are attuned to advertisements that feel “salesy” and are quick to turn their attention elsewhere.
Content advertising delivers brand information in a subtler way – by offering consumers valuable information that will entertain them or improve their life in some way, such as “listicles” or how-to videos.
The goal of this form of advertising is to position a brand as an expert in its field, one that can be trusted for advice, and that consumers will remember when it comes time to purchase a product or service in that industry.
Additionally, content advertising shows a lower bounce rate compared to traditional ads, with consumers spending more time on the page and clicking through to a purchasing site more frequently, and it averages 3x more leads per advertising dollar spent than traditional ads.
Like general content and marketing, content advertising benefits from some free exposure via social media shares, and the endorsement that comes with that sharing.
However content advertising, through paid placement or post boosting, does not rely on the artful use of SEO keywords the way other forms of content marketing do.
Whereas most types of content marketing require the correct use of keywords for the piece to appear in search engines, paid content advertising ensures visibility regardless of keywords.
While at first these two methods may seem very similar, native advertising is far more branded, with frequent references to a company’s own products or services and distinct calls to action.
Native advertising has a higher bounce rate than content advertising, and is typically far less frequently shared by consumer, as social media users are traditionally resistant to sharing obvious advertisements or logos.
The aim of content advertising is to inform and build customer trust, creating a long term relationship with a consumer, while the aim of native advertising is to influence consumer behavior on a short term purchasing decision.
Successful content advertising is:
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