Native Advertising. Content Marketing. Advertorial. Native Content. Sponsored Content.
Complicated, right? It doesn’t have to be. In this article, these terms will be demystified. Let’s start with easy definitions.
Native Advertising: Any advertisement that looks like the rest of the actual content around it. So in a newspaper it looks like a story or article. On Facebook, it looks like a post. In the movie theater… well, The Lego Movie.
Content Marketing: Any information a company puts out. Blogs, white papers and infographics are popular examples of content marketing. When the new disaster flick puts out a press release about global warming, that’s content marketing.
Advertorial: A dumb old term that was a mash up of advertising and editorial. All it means is Native Advertising. See above.
Native Content: This is the article, story or other content meant to blend in with its surroundings. In a newspaper, the Native Advertising and the Native Content are usually the same thing. On a website, nobody can see your Native Content unless you use Native Advertising to click through to it. When the Discovery Museum and Planetarium in Times Square has an exhibit devoted to Legos called, “The Art of the Brick”, this is Native Advertising for the Native Content, the Lego Movie.
Sponsored Content: Any piece of content or collection of content that is… sponsored. You had that one figured out for yourself, didn’t you? If I gather all our restaurant critiques into a single location and integrate Uber logos, ads and Presented By messaging, that’s sponsored content.
Here are some examples to illustrate the points.
For season two of Netflix’ Orange is the New Black, the New York Times offered up an article “Women Inmates: Why the Male Model Doesn’t Work” . This is Native Content. Remember though that, for this to be seen and effective, it needs to be paired with Native Advertising. This could be as simple as a clearly labeled headline and picture around the other areas of the Times website or a post from their Facebook channel to drive readers to the article.
To get a good picture of Sponsored Content, check out the Austin American – Statesman’s “Newcomer’s Guide to Austin” brought to you in partnership with Copenhagen. Bonus points go to Copenhagen for also having Native Content with “How to Create the Perfect Home Office”.
Content Marketing is fairly simple. For this example we turn to Fox Service Company with “Basic Fixes for Clogged Sinks” They could just say “call us” but instead, they offer a helping hand with tips. If you can’t fix it after that, who are you likely to call?
There you go, easy definitions of confusing terms that surround Native Advertising.