How Does Native Advertising Fit in a Content Marketing Strategy?

Building content — no matter the quality — doesn’t necessarily build an audience.

Building content — no matter the quality — doesn’t necessarily build an audience. As former BuzzFeed Vice President Jonathan Perelman noted, “Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content.”

You need to be thinking beyond owned and earned channels in your content marketing programs. Enter native advertising, one of the hottest trends in marketing today. But where exactly does native advertising fit within the larger context of a content marketing strategy? It’s useful first to consider some of the biggest challenges facing marketers as it relates to owned and earned media.

Current landscape

One truth is self-evident to content marketers: Traditional ads aren’t enough these days. With more than half of digital ads going unseen and more than 200 million people employing ad-blocking software, standard display units face an increasingly uphill battle when it comes to reaching and influencing consumers.

With these statistics in mind, it’s no wonder that a look at Google Trends data over the past five years shows rising interest in both content marketing (blue) and native ads (red) as topics.

That said, therein lies the problem. Marketers continue to create more and more content, but the audience looking to consume such content isn’t growing. It’s a basic issue of supply and demand.

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Source: Content Marketing Institute