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Content vs. Advertising – Is There Really A Debate?

content marketing advertising

Recording last night’s BeanCast, Altruism or Consumerism, hosted by the talented Bob Knorpp brought up the topic of Content Marketing and whether paid placement of content is just advertising – among many other topics from Dove to Amazon Dash.

This content vs. ad question was inspired by commentary from Mitch Joel in his post, Your Content Is Kidding No One where he states, “if you have to pay to have it placed, it’s not content. It’s an ad.”

While I agree with what Mitch says in the post in terms of brands failing to create engaging, share-worthy and conversation-starting content, I’m not on board with the pay to play statement.

Do Advertorials & Native Advertising Fit In Your Content Marketing Strategy?

Are advertorials a content marketing tactic?Where do advertorials, also know in politically correct terms as “native advertising”, fit into the content marketing toolkit?  To answer this question, we first have to understand what advertorials are – and also that the definition of content marketing itself is a hotly contested topic.

Adam Stetzer of HubShout, in his recent investigation into the purported Google penalization of Interflora for employing advertorial content, insists advertorials are NOT content marketing.

“Advertorials are advertisements, regardless of how you try to dress them up”, he says, “while content marketing is educational. Advertorials are biased; content marketing is free of any bias. The two may share a commercial motive, but are completely different and should be treated as separate entities”.