A Brief Intro to Content Advertising

A Brief Intro to Content Advertising

By now, most businesses are at least aware of content marketing – creating blogs, articles, videos, infographics, white papers, eBooks, etc. to convey information and share brand messages.

Content marketing is very effective because people are always looking for engaging, useful information. We consume content ravenously. Most of us can’t get enough of it. Businesses that supply relevant and useful content have an edge on their competition.

Well, building on the effectiveness of content marketing is a twist on an old concept: content advertising.

What Is Content Advertising?

Put simply, content marketing is creating content and then distributing it through paid distribution channels.

There are a variety of paid distribution channels to choose from, including:

  • Google AdWords (and Bing Ads)
  • Social media advertising
  • Sponsored placements on websites

Any place where you can pay to have your content placed is a part of content advertising.

How Is It Different from Regular Advertising?

Regular advertising – like on websites, TV, radio, etc. – is disruptive. It interrupts the consumer without any reason to do so, and gives them nothing but a brand message.

Content advertising, though, offers something of value – information. People value content. If they can learn something, they’re more likely to click on the ad.

So, while you’re paying for both methods, you’re giving far more value with content advertising than with traditional or digital ads alone.

Why Use Content Advertising?

Content advertising is effective because you’re expanding your brand beyond discoverability. In other words, the people who see your content don’t have to search for it or stumble upon it like they do with your website or other forms of organic content. They have it delivered to them.

Put another way, you are placing the content directly in front of their faces. If it’s good enough, they’ll click and check it out.

Plus, content advertising is versatile. You can use a variety of distribution channels to reach your audience. And dollar for dollar, content advertising is cheaper than traditional advertising by far. The biggest investment, actually, is in creating the content itself.

If you can create great content, you can and should promote it through paid channels. Otherwise, you’re leaving your content at the mercy of searchers, which means they have to sort through a tremendous amount of competition before they find you.

With paid advertising, you can get past the competition and put your content where people can enjoy it.