What’s the Difference Between Native Advertising and Content Marketing

The time when people were hooked to television is over with the evolution of digital ecosystems. It has been a while since consumers have moved on from watching advertisements as instant web content is available at their fingertips through mobile devices and laptops. People seek information from blogs, news applications, or video-sharing and social media platforms more than they would seek in a traditional advertisement or newspaper. 

In general, the gap between consumers and advertisers has been widening, and it’s hardly surprising that consumers have become selective with what they would like to purchase. Online ratings and reviews give consumers a clear picture of what they are being offered and not just the idea of a good product or service, only to be disappointed later.

At the same time, marketers have devised numerous ways to serve customers with the moving trend and have understood that sticking to traditional advertising will no longer be effective.

When it comes to advertising and marketing, there are a lot of terms and strategies that can be confusing. Two of the most commonly confused strategies are Native Advertising and Content Marketing. Even though they share some similarities, there are key differences between them. In this post, we’ll explore those differences and help you decide which strategy is right for your business.

Content Marketing and Native Advertising – A Close Look

Time and again, Content marketing has proved its effectiveness in communicating the features and utilities of various goods and services across the intended target audience. Businesses offer enough, and more information for consumers to research before making a purchasing decision.

Native advertising is one vertical of content marketing that supports marketers as a tool to deliver content for better visibility and a wider audience they wouldn’t possibly be able to reach. For example, digital content may not be available to some rural parts of the world, and native advertising has helped brands reach every nook and corner of different geographies. 

Both content marketing and native advertising are fundamentally intended to promote goods and services, but their approach has specific differences. Various factors such as investment, reachability, delivery, etc., vary upon requirements.

TitleNative AdvertisingContent Marketing
What does it mean?Paid advertisements that focus on promoting the product/service and its features.Organic or paid content that informs the consumers and adds value to the business.
Objectives1. Can be intuitive and product-oriented.
2. Builds popularity.
3. Targets a wide audience.
4. Drives sales.
1. Can be informative and customer-oriented.
2. Builds brand awareness and trust.
3. Targets specific audience who may consider buying.
4. Educates the target audience.
5. Drives sales.
Examples1. Website advertisements.
2. Search advertisements Ex: Google ads.
3. Email advertisements.
1. Written content like articles, blogs, social media posts, newsletters, etc.
2. Videos.
3. Podcasts.
4. Infographics.

The Power of Content Marketing

Content marketing always aims to gain the trust and loyalty of the audience, who can be potential customers. It’s a long-term marketing strategy that sets clear goals and objectives for the marketing process and the audience to give valuable information.

It demonstrates how the value of the business can make the consumer’s life easier. Continuously creating and marketing valuable content keeps the target audience in the loop about their favorite brand. 

Compared to other types, content marketing positively influences the consumer and drives sales by building trust and long-term relationships. It has gained momentum in the last few years, with the content being a key component in the overall digital marketing strategy.

Content marketing relies on owned media that are personal media spaces to share content. A website or a blog is an example of owned media through which companies can promote their business by posting content on a regular basis. Personal video channels with subscriptions or social networks are cases where creators can own a profile or page. It is crucial to adhere to the terms and conditions of each platform. 

Content marketing is a step-by-step process that involves a planned-out digital content strategy. Increasing the output of strategies increases the quality of the content to rank ahead in SEOs and improve organic visibility.

What Makes Content Marketing Stand Out?

The difference between content marketing and native advertising lies in understanding the difference between owned and paid media. 

An owned media platform gives the total independence for an enterprise to manage content and distribute it with having total control of when and where to publish it. On the other hand, the advertisers or the companies cannot pretty much decide on the paid media content since it is posted on paid spaces that are under control of external parties.

Content marketing is an inbound marketing strategy that thus involves building your audience by attracting them to your owned platforms. Native advertising takes advantage of an already-established third-party platform. In other words, native advertising involves paying for an advertisement in exchange for a wider audience than the third-party platform may already have. Exposure to the established audience is a shorter path toward creating brand awareness. Though it is a more expensive approach, the results are immediate.

Native advertising is one aspect of content marketing. Simply put, native advertising is a short-term strategy with paid content posted any number of times. Advertisements are paid for the space they take and displayed on third-party websites that the customers are sure to visit.

The primary requisite of native advertising is to formulate content that can be diffused into the targeted environment without any trouble. The content would have to engage a general audience regardless of the medium.

Creating an Opportunity to Drive Sales and New Leads 

Several marketers still prefer to take advantage of native advertising’s established audience. Content marketing has taught everyone in this new era that as long as your content is relevant to the audience, your goods and services are bound to hit the market.

The critical objective of content marketing, as opposed to native advertising, is to make the content high-quality and relevant to readers with what they would like to hear about and less about forcing a product upon them. Providing information and convincing them to buy the product with valid content is critical. There lies a risk for native advertising when third-party owners entrusted with the paid advertisements can refuse the content if it does not meet the standards or terms and conditions.

Content Marketing: A Step Ahead

Creating content that is not only informative but relatable is essential when interacting with customers in the digital world. Content marketing takes care of every facet of the customer journey. It ensures that the content is also accessible to the audience searching for a particular product or service, or to those having a high chance of buying.

That being said, brands and agencies need to be careful when crafting each of their content. Deciding for the best providers might be challenging, but many companies outsource content writing via freelance writers or from platforms like ContentGo. 
ContentGo is a cloud-based content marketing platform that focuses on professional and high-quality content writing for brands or agencies in need. Learn more by visiting our page!