Content advertising differs significantly from traditional advertising – content advertising’s aim is to engage consumers with useful and relevant information that will expand their knowledge of a product or service.
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.
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The precise definition of content advertising is difficult to pin down. To complicate it, many people are (understandably) confusing content advertising with content marketing, native advertising, and content strategy.
Although the concept of content advertising is relatively new, the basic idea is simple. Content advertising is the process of producing content with the intention of promoting that content through paid distribution channels. This can include pay-per-click (PPC) campaigns, paid social, sponsored placements, and any other type of paid promotional opportunities.
Any content format can be produced as part of a content advertising campaign. For example, you could create a whitepaper focusing on a problem common to customers in your industry, with the intention of promoting this whitepaper through paid social ads.