Native Advertising Ain’t No Content Marketing

Native Advertising Ain’t No Content Marketing

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The Content Marketing Institute's Joe Pulizzi has some bones to pick with those who think native ads and content marketing are one and the same.


When you see the phrase “native advertising,” what do you think? Do you think of content marketing?

Well, a lot of people do … so much so, that I felt compelled to write an article about it.

Before I go through the differences, let me explain why it’s essential to make the distinction. The words we use are important. From the moment I started in this industry over 15 years ago, everyone used different terms – customer media, branded content (please don’t!), custom publishing, custom content.

The good news is that most people today call it content marketing.

As I mentioned in a CMI newsletter last year, it’s key that we have moved on from defining content marketing to spending time figuring out how to do it:

Yes, I am personally vested in the term content marketing, but the important thing is that we have universal agreement on whatever term we, as an industry, have collectively decided to use. Now that we have this, we can continue to build our industry, warts and all, together.

Read the full article here.

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