What Is Content Advertising?
Perhaps unsurprisingly, the precise definition of content advertising is difficult to pin down. To complicate matters, a lot of people are (understandably) confusing content advertising with content marketing. And native advertising. And content strategy.
My head hurts.
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 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. As long as the content being produced is to be promoted via paid distribution, you’re using content advertising.
What Are The Advantages of Content Advertising?
Perhaps the single greatest advantage that content advertising has over organic content marketing is that it doesn’t rely on search or discoverability – at all. If you’re paying to promote a piece of content, you don’t have to worry about appealing to a wider audience, or trying to appease the increasingly fickle gods of SEO to make an impact. Simply find your audience, and use whichever distribution channel best fits your needs and the business outcomes of the content project.
Another advantage of this aspect of content advertising is that it enables you to zero in on laser-focused topics that may be considered too niche to succeed organically. This means you can find the specific pain points experienced by your would-be customers and tailor your content to meet those needs perfectly – positioning you and your business in a very favorable way in the mind of your reader.
Content advertising initiatives can also scale remarkably well. Depending on the purpose of the content and the potential relevant audiences, you can use a variety of paid channels to get your content out there, from large-scale PPC campaigns to reach vast audiences to smaller, more targeted paid social campaigns that deliver great results at a very competitive ROI.
In-Content Advertising Examples
Now we know more about what content advertising is (and isn’t), it’s time to take a look at a couple of real-world examples of content advertising.
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