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Comparing the ROI of Content Marketing and Native Advertising

Submitted by Marijuana News on Mon, 08/03/2015 - 08:45

Many companies today rely on content marketing and native advertising to gain visibility for their brand — after all, 70% of people say they’d rather learn about products through content rather than through traditional advertising. But is either content marketing or native advertising a surefire way to boost brand awareness? And which one offers more bang for the buck?

To answer this question, we at Fractl, a content marketing firm, collaborated with Moz to survey over 30 agencies specializing in content marketing about content formats and the metrics they use to track ROI. And I’ll get to what we found, below. But first, let’s remind ourselves how each approach is different, and what each approach aims to do.

Content marketing agencies produce campaigns for brands (this is an example) and then pitch these to multiple top-tier publishers for coverage. Each time a publisher writes about a campaign, it will usually link back to the company as...

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URL: 
https://hbr.org/2015/07/comparing-the-roi-of-content-marketing-and-native-advertising

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