Exploring the Landscape of Content Marketing: An Overview

Content marketing has become a crucial part of a comprehensive marketing strategy, allowing businesses to engage with their audience in a meaningful way and establish their brand as an authority in their industry. With the rise of digital media and the increasing importance of social media, the content marketing landscape has grown to encompass several different areas, including native, sponsored content, social, and at times rich media. Each of these areas offers unique opportunities for businesses to reach their target audience and achieve their marketing goals. In this article, we will explore the different areas of the content marketing landscape and how businesses can utilise them to drive their content marketing efforts.

1/ Native

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. It can take many forms, such as sponsored, branded or promoted content, and is designed to blend seamlessly with the surrounding environment. The content is accessed through a native tile that sits on a publishers website and clicks through to the long form content which typically sits on a client hosted page. The goal of native advertising is to create a more natural and unobtrusive advertising experience for the user, while still promoting a product or service.

Leading businesses in the native landscape include:

• Taboola
• Outbrain
• Yahoo

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2/ Sponsored Content

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Sponsored content is a form of advertising that involves creating content that is paid for by an advertiser but appears on a publisher's website as if it were an editorial piece. This type of content is intended to blend in with the surrounding content, but it is distinguishable by a disclosure that it is sponsored. The content can take many forms, such as articles, videos, or infographics and is usually written with the advertiser's brand and message in mind. By appearing on a reputable publisher's website, sponsored content can reach a wider audience and provide a more engaging and credible advertising experience for the reader. This type of content marketing can be an effective way for advertisers to connect with their target audience and share their brand message in a subtle and engaging way.

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Leading businesses in sponsored content include:

• Publishers such as Nine, News Corp, Ladbible & Concrete Playground
• Fabulate 
• Linkby

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3/ Social

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Social media is an important platform for brands to reach their target audience and promote their products or services through content marketing. Brands use social media to create and share a variety of content such as articles, videos, images, and infographics that aim to engage their followers and build a strong online presence. This content can be used to educate and inform customers about the brand, highlight product features, and showcase customer testimonials. Social media platforms also provide brands with the opportunity to interact directly with followers and build a community around your brand. Ultimately, using social media for content marketing purposes can help brands to increase brand awareness, build trust, and drive conversions.

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Leading businesses in social media include:

• Tiktok
• Instagram
• SnapChat
• Avid collective

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4/ High Impact Display

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Although not a traditional form of content marketing there are elements to high impact formats (such as video assets) which do at times place them in the consideration set for content marketing. Rich media display advertising is a form of online advertising that uses multimedia elements such as video, audio, and interactive elements to enhance the user's experience. These ads are typically larger and more engaging than traditional banner ads, and they often take up more space on the screen. Some examples of rich media display advertising include ads with videos that play automatically, ads with interactive elements such as games or quizzes, and ads that expand when hovered over. These ads are designed to capture user attention and increase engagement, making them more effective than traditional display ads.

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Leading businesses in the rich media landscape include:

• Playground XYZ
• Ogury
• Celtra
• Bonzai
• Kargo

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5/ Convo Ink

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At Convo Ink we have a specialised offering that is a blend of the best elements in each of the content marketing channels above. We use high impact formats to write medium to long form content which sits within editorial environments and apply the scale & targeting capabilities of social media and native players. Ultimately through the use of our technology platform we enable content to be bought and optimised at speed, alongside all campaign channels within your chosen DSP.

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The content marketing landscape is diverse and constantly evolving. Understanding the various types of content marketing, such as native advertising, social media marketing, sponsored content, and rich media, is crucial when looking to develop an effective content marketing strategy. Each type of content has its own unique advantages and can be used to achieve specific goals, from building brand awareness to driving conversions. It's important to choose the right type of content based on your audience, goals, and budget, and to measure success through clear and relevant KPIs. By staying up-to-date with the latest trends and best practices, brands can create and distribute content that resonates with their audience and drives measurable results.

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