What is Content Advertising and How It Works?

By Jessie L. Morgan Tuesday, July 24, 2018
As digital marketing moves very fast in nowadays economics, we have to adapt to every change that may occur through the way. If you are a marketer who is working in this industry, you’ll have to pay attention to industry jargons like content advertising.
Content Advertising, Content Marketing

Content Advertising

What is content advertising?

The definition of content advertising is not easy to be clarified. Many people confusing content advertising with content marketing, and that leads to some difficulties in doing marketing.

Although the concept of content marketing is quite new, it’s based on the simple idea:

Content advertising is the process of producing content which is intended to be promoted via paid distribution channels. This may includes PPC campaigns, sponsored placements, paid social media, and any other type of paid promotional opportunities.

Differing from traditional advertising, content advertising aims for engaging customer with useful and relevant information which helps to bring about knowledge of the product or service and incite them to share this content.

Any format of content can be created to be used as a part of content advertising content, this includes bloggings, social media posts, videos, podcasts, photos and graphics, e-newsletters, and news articles. As long as they are produced to be promoted via paid distributions, they are considered as content advertising.

Content Advertising vs. Content Marketing

Content Advertising, Content Marketing

We all know that content marketing brings about many benefits for us, but what is the difference between content advertising and “traditional” content marketing. While there are many new jargons appeared to be used in marketing for purpose of adapting to the industry’s changes, content marketing should become a misleading term.

After all, content marketing is a key factor in inbound marketing, which is designed to be as less disruptive to customers as possible. In the meantime, traditional marketing is designed to draw audience’s attention as much as possible, which means that it is often intentionally disruptive.

What content marketing and content advertising have in common is that they both focus on quality. You have to create high-quality content to pull your audience’s attention into the front seat. As it’s paid, which means that you spend your money on, you’ll have to make it even more attractive, compelling, professional and high-classed. The standard of quality should be higher.

Moreover, the crucial element that make content marketing differ from content advertising is that the former is often based on SEO and organic rankings, whereas the latter get around the challenges of increasing organic traffic by taking advantages of paid distribution channels.
Marketers should think twice when they depend too much on organic traffic. Content advertising may be considered as the next logical step in the developing evolution of content as an effective marketing tool.

Core elements of successful content advertising

- Useful: Your pieces of content advertising have to brings about useful knowledge of the product and service, which make people are eager to share with their friends.

- Inspiring: Try to motivate your audience to take action like studying more or trying the new things. This can be done by pieces such as how-to video and challenges. And such types of content are likely to be reached and shared more.

- Targeted: Don’t try to reach out to all people, just focus on your target audience. Addressing your audience’s needs will lead to more reaches and shares. No one cares about your posts if they aren’t related to them, so try to make your content target

- Mobile-friendly: With the increasing number of people using mobile to surf web, your content advertising campaign will be more successful if any piece is designed to be mobile-friendly. Try to make your text simple, attractive and fast-loading to drive more traffic to your sites.

- Not misleading: People hardly share “click-bait” in which content is not matched with the headlines. Your content advertising posts should be to the point and integrated with accurate, enticing headlines.


What are the advantages of content advertising?

The most important advantage of content advertising is that unlike organic content marketing, it doesn’t depend on search or discoverability. If a piece of content is paid to appear to a large number of people, it surely does. This means that you don’t have to worry about the effectiveness of SEO or other free efforts to get more reach. Just identify your niche and the distribution channels that best match your demands, and then pay money and you’ll see what you want to see.

What is more, another significant advantage of content advertising is that it allows you to zero in on laser-focused topics which may be considered too small to be organically successful. By content advertising, you can define the specific pain points of your potential customers and craft your content to address those needs.

Depending on the goals of content and prospective customers, content advertising can scale significantly well. You can take advantages of paid channels to post your content, from large-scale pay-per-click (PPC) campaigns to reach vast customers to smaller, more targeted paid social campaigns which deliver very impressive results.


What are the disadvantages of content advertising?

Everything has its drawbacks, and so does content advertising.

Content advertising requires high-quality content, which can engage and incite customers to take action. If your business is with limited human and financial resources, you will have difficulties in finding professional people to produce each type of content. And of course it’s a huge waste of money if your content doesn’t meet the requirements.

While we all know the fact that content advertising campaigns can scale well depending on paid promotion’s inherent flexibility, it is also possible that your prospective reach can be narrowed down to fit your budget.

In the same way, the strong point of targeting incredibly niche topics can arise difficulties. The smaller scale of your audience is, the higher conversion rates must be to ensure the campaign in the first place. In fact, the rule of decreasing returns means that some campaigns may be too small to justify the costs of producing and promoting in the first place.

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