The world of content marketing doesn’t want for complexity. The content alone takes a variety of different forms, including native advertising, editorial news and feature stories, videos, infographics and blog and social media posts. All of the different forms can add value to traditional advertising buys and enhance a publication’s digital offerings. But they can also be daunting to publishers now faced with yet another new business line and multiple moving parts to manage.
As with many a burgeoning trend in the media business that grows quietly before bursting onto the scene, content marketing finally may have arrived in the wider world’s consciousness. Bill Momary looks at the advertising genre, which includes the popular term native ads, that has been growing steadily inside and outside of traditional media.