13.4 Content Marketing and Native Advertising

Content marketing creates valuable, relevant content to attract and retain a defined audience, driving profitable customer action. It increases visibility, establishes thought leadership, and builds trust over time through multiple touchpoints with potential customers.

Best practices for shareable content include developing buyer personas, creating high-quality original content, optimizing for search engines, using various formats, and promoting across multiple channels. Consistency and planning are key to successful content marketing strategies.

Content Marketing Fundamentals

Definition of content marketing

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• Strategic marketing approach creates and distributes valuable, relevant, consistent content to attract and retain clearly defined audience, driving profitable customer action
• Increases visibility through organic search results, establishes thought leadership in industry (Harvard Business Review)
• Creates multiple touchpoints with potential customers, encouraging audience interaction (comments, shares, discussions)
• Provides value beyond product offerings, building trust and credibility over time (Hubspot's inbound marketing strategy)

Best practices for shareable content

• Develop detailed buyer personas through market research to understand audience needs and preferences
• Create high-quality, original content solving audience problems using data, research, expert insights (Moz's Whiteboard Friday series)
• Optimize for search engines with relevant keywords, descriptive meta titles and descriptions
• Utilize various formats: blog posts, infographics, videos, podcasts, ebooks, whitepapers (Buzzfeed's quizzes)
• Implement consistent publishing schedule with content calendar, planning themes in advance
• Promote across multiple channels: social media, email marketing, influencer partnerships (Red Bull's content marketing)

Native Advertising and Campaign Effectiveness

Concept of native advertising

• Paid content matches form and function of platform, blending seamlessly with organic content
• Types: in-feed ads (Facebook sponsored posts), sponsored content (New York Times' "Paid Post"), recommended content widgets (Outbrain), branded search results
• Amplifies content marketing reach, targets specific audience segments, allows non-disruptive storytelling
• Ethical considerations: clear disclosure, transparency, maintaining editorial integrity (Netflix's Stranger Things integration with Wall Street Journal)

Effectiveness of marketing campaigns

• Content marketing KPIs: traffic metrics (page views, time on page, bounce rate), social shares, comments, lead generation, conversion rates, SEO rankings
• Native advertising metrics: click-through rates, engagement time, brand lift, awareness, conversion rates
• Attribution modeling: understand customer journey across touchpoints, assign value to content pieces in conversion process
• A/B testing: optimize headlines, formats, content types based on performance data
• ROI calculation: $ROI = (Gain from Investment - Cost of Investment) / Cost of Investment$, consider short-term and long-term brand value impact (Coca-Cola's "Share a Coke" campaign)