Content advertising or native advertising, what is best for your business?

Internet marketing use has skyrocketed within the last 15 years. As a result of its continued evolution, there are several new terms that are used to define its various parts. These terms include content advertising and native advertising.


Most people in the advertising industry think that content advertising and native advertising are the same thing. Some of them also use the terms interchangeably. However, you should know that the two are different.

What is the difference?

Native advertising refers to single and specific ways of content distribution. On the other hand, content marketing refers to advertising and content distribution altogether. Several marketers and businesses have erroneously used the two phrases interchangeably for many years. But because the two have different capabilities and meanings, knowing the difference will help you understand how the world of internet marketing is evolving.

Native advertising

If you are an advertiser, possibly you are familiar with native advertising. It is a form of online marketing that is characterized by streamlined and un-obstructive ad placements in addition to valuable information it offers to specific demographics. Advertisers have to place the ads seamlessly within their website so that they cannot disrupt the viewer’s experience – such as in between the paragraphs. Because the ads do not advertise for services directly, they do not look like traditional ads.

Mostly, the form of content distribution use interesting and relevant information to engage with the target audiences. To understand this form of advertising, you should see it as a TV commercial or a blank roadside billboards A small label stating something like “sponsored content” or “ad” that appears at the side of each page should help you differentiate the website or other banners.

Content Advertising

Content Advertising on the other hand is a bigger idea, which has wide and long-term focused goals. This form of marketing offers valuable knowledge to promote brand awareness and targets particular groups of potential customers. The primary focus of native advertising is to nourish the leads as part of long-term processes with results being conversions and sales. It integrates into overall marketing campaigns.

The process typically includes content assets such as guides, videos, newsletters, white papers and blogs. The media that marketers share through content advertising remains a valuable asset. Native ads on the other hand traditionally run on pay-to-play basis on platforms not owned by the advertisers.

How are they related?

Understanding the differences between the two types of digital marketing allows for  their capitalization and better marketing. Native advertising helps advertisers interest the potential customers through rented services and leads them to the content they own. The content has to keep the customers interested; it builds trust and drives conversions.


You can now see how content advertising and native advertising work. Put simply, content advertising and native advertising have different goals and methods. When combined, the two can collaborate to offer a relevant amount of information to customers.


Marketers place native advertisements on third party sites. Therefore, they have to remain relevant to the their audiences. The included information should be helpful to the reader. That way, users are likely to engage with them than with banner ads.