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Content Marketing is a strategy, to develop content, that engages customers to deliver on marketing objectives. Typically this is content hosted on own sites and social network profiles.
Native advertising, is a promotion tactic, used within content marketing. This is either ads designed to blend into the website they are on, to promote content on the brands website. Or the content is hosted within the website they are being promoted on.
Where it gets confusing, is that often, content marketing teams and paid media teams are responsible for different things. Content marketing teams tend to be internal facing, whereas native advertising tends to be bought through the media team. Who are external facing. Companies try to address this by co-ordinating the two efforts, so they are in tandem. When this happens, this achieves the best of both worlds.
A brand might decide to use native advertising, in lieu of a full content marketing strategy, simply because they don’t need a full initiative but would like the benefits of native advertising within their media mix. Content can provide deeper engagement, helps cut through and moves customers through the funnel. Native ad units can help cut through to the customer.
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