It’s been a confusing task for brands to choose between content marketing and native advertisement. However, there is a famous quote stated by Seth Godin, “Content Marketing is all the marketing that left.” Users prefer and love the nicely written content. Research says that 45% consumers find sponsored content more relevant advertising than others. If we see to the SEO value and boosting rankings then it also shows that content marketing is certainly more effective in it in comparison to the native advertisement.
The study shows that focusing on content management including blogging, organic search and content amplification results in gaining the highest returns on a company’s investment. The more focus on content, more will be the revenues. While in native advertising, the involvement of publishers to create and distribute content somehow resulting in not-so-effective SEO value and not much increment in organic rankings. The reason behind it is that a native ad is restricted to a certain number of paid publisher partnerships which makes the reach of native advertisement limited, because being the sponsored links these types of partnerships are usually not allowed to pass value.
There are distinct differences that help in choosing the better one as per our requirements. The goals of content marketing are said to be search engine rankings and conversions while native ad’s main target is social engagement. However, there is one similarity that both focus on increasing brand awareness.
The fact is that future of marketing lies on three important pillars which are transparency, honesty and truth. On the basis of promotional marketing, the content mostly demanded by the clients is in the form of articles. If the content is high quality, people don’t care if someone paid to deliver it. Now the thing is how does this management work? All we have to keep in mind is to choose right audience in right time with right device and deliver the right content.
However, content marketing has to face quite a few challenges. First is lack of resources to create the ‘reliable content’ for brands and agencies which is one of the most wanted qualities in a web or mobile now-a-days. Well, obviously, if any company has produced a product then it doesn’t mean it can also create effective and catchy content to sale that. To write a user-friendly, attractive and impressive content is not an easy task and expects a creative mind. The next obstacle in content marketing is repetition. It’s solely the marketer’s responsibility to make sure that ROI of branded content marketing is being exhibited with proper reliability and originality. The third and final obstacle in branded content marketing is ‘reach’. When a consumer goes for any brand related content then typically it doesn’t land them to the product manufacturer’s website. The traffic volume seems to be much higher on a website created by the online publishing giants in comparison to a brand’s site.
If company needs a vast reach with publishers and audiences then content marketing will prove to be a better choice, undoubtedly, until unless they don’t want a guaranteed placement with a big name publisher. In short, everything depends on how much are we familiar with our business as well as audience. If we know what our business is and what our audience actually wants, then it’s easy to find the suitable marketing approach for that.