Both content marketing and native marketing have their own set of strengths and weaknesses, but if I had to choose one, it would be content marketing. I am sure you want to know why. Well, because content marketing has a much better performance chart and the overall ROI is also much better when compared to native advertising.
DID YOU KNOW: More and more people want to learn about products through content as compared to native advertising.
Before understanding how these two are different, we need to know what they both mean:
Native Advertising: Native advertising promotes content by partnering with a single publisher. Native advertising can also be termed as sponsored content which offers a guaranteed placement with a top publisher that has an enormous monthly audience.
Content Marketing: In the process of content marketing, agencies create campaigns for brands and pitch them for coverage to top tier publishers. Every time a publisher writes something about the campaign, the company gets a back link to the source. This helps to improve the company’s organic search rankings and provides more traffic to the company’s website.
Now that we are aware of what the two terms mean let us proceed to understand how the two differ.
Differences between Content Marketing and Native Advertising
While native advertising and content marketing both provide engaging and useful content to attract the target audience, their strategy differs to a great extent.
For content marketing, the major goal is improving search engine rankings and improving brand awareness, educating your potential customers, generating qualified leads and establishing thought-leadership.
For native advertising, the major goal is increasing brand/ product awareness, social engagement, supplementing content marketing, driving more and more traffic to the website and boosting lead and sales generation.
Content Marketing: It has some publisher stories which help to promote their content. Agencies create content on behalf of a particular brand and get in touch with writers and editors of many publications to cover the content.
Native Advertising: It has one publishing partner (with huge visitors) which helps to promote their brand. It is a pay-to-play kind of strategy. You get placed on the website by paying the publisher.
Native advertising only focuses on driving brand awareness, and brand engagement as sponsored links are not allowed to pass the search engine test.
Content marketing helps to improve brand awareness by increasing the organic rankings and consumer awareness. This is because a high-quality link portfolio has been established.
Native advertising has a “sponsored” label attached to it as the as the brand is paying the publisher to promote the content. In content marketing, no such label is required as they are not paid to cover the content.
Native advertising is a paid program which is why it is costlier than content marketing.
6. Metrics for tracking effectiveness
For content marketing, the metrics for tracking effectiveness are number of shares and likes, number of backlinks created and the number of leads. Here is how you can increase your shares through content marketing.
In the case of native marketing, effectiveness can be tracked by reach, impressions, traffic generated to the website, sales done, cost per click and cost per lead.
Both content marketing and native advertising are comprised of different tones. The former makes use of a knowledgeable and authentic tone which does not pressurise the reader to buy. On the contrary, it understands the challenges faced by the reader and gives solutions for the same. The solutions may not mention the brand’s product or service to make it look more genuine and build rapport with the reader.
On the other hand, native advertising uses a sales-like tone which persuades the viewer to buy the product. The tone of publication may not be same always but may vary on certain instances.
Content Marketing is the King!
To compare, content marketing is a much bigger idea and has long-term goals when compared to native advertising. Just like native advertising, content marketing also aims at providing valuable knowledge to raise brand awareness by targeting a particular customer group.
The primary focus for content marketing is to nourish the long term process with the end result being sales or conversions. It is an ongoing process that turns into a marketing campaign
The process of content marketing includes various components like videos, guides, newsletters, infographics and the blog you are reading. Another important thing that you must know is that the data shared through content marketing is owned by the company that is sharing it while native ads run on a “pay to click” basis.
If you look at the social shares from both the forms of marketing, it is much higher in case of content marketing. Why? Maybe, it seems more genuine to the buyers!
Moreover, with content marketing, you get a more diverse portfolio of links which helps shoot up your organic rankings to the top. Communication courses can help as they assist one to understand the knack of approaching business, managing the reputation, and maintaining an ethical decorum that helps in generating leads.
I’m sure you know which one to choose after reading about the differences between the two. Go boost your business right now!
Ms Sahiba Sadana is a professional Content Editor and an avid literature reader. She is the Content Editor at Sharda University and a regular contributor to Business Town, and Munfarid Consulting. The editor is well-known for her Content Marketing skills.