Content JAM: Content marketing & native advertising: A match made in marketing heaven

Experts from FoxyMoron, WorldWide Media, Zirca Digital Solutions, White Rivers Media talk about the need for an effective means of distribution to reach the audience

e4m by Misbaah Mansuri
Updated: Aug 30, 2018 8:40 AM

Despite the proven effectiveness of native advertising, it is a concept that remains murky for many marketers. We’re in an era where it is no longer enough to just create great content. You also need an effective means of distribution which would enable you to reach the audience on a larger scale. And this is exactly where using content marketing in tandem with native advertising comes into picture.

Better together?

Priyadarshi Banerjee, National Revenue Head, Digital and Marketing Head, International Brands, WorldWide Media, points out that with the influx of snackable content in the digital domain, content marketing and native advertising together have gained more impetus among brands and advertisers. "Especially by the virtue of a thread that runs through them; the thread of seamlessness brand integration. Hence, we can say that content marketing and native advertising go hand in hand; although the goal, approach and execution are different for both," he says.

Neena Dasgupta, CEO & Director at Zirca Digital Solutions, too agrees that native is in fact a valuable extension of a brand’s content marketing strategy. She believes that though it falls in the paid category, it should always be held to a high standard. "Native content too needs to inform, entertain and engage. And the key is that when you leverage native channels, you guarantee attention and placement in a way that traditional content marketing cannot," she explains.

Soham Bhagnari, Business Head - West, FoxyMoron, adds "Content marketing and native ads coupled with the right re-targeting and funnel tactics can pack a punch for those who devote time and investment in getting it right."

Integrating them right

Dasgupta asserts that marketers are churning out content by the second, but their audience isn’t growing. "Part of the problem lies in the fact that most of the content is not relevant to their audience, and isn’t engaging. And the other reason for this is that content isn’t amplified to ensure it reaches the right audience on the right platform," she says.

Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media, shares that brands have to understand that it is a larger game of content and reveals how brands can integrate and put this principle to use. "Globally, more than 200 million users have installed ad blockers. Gone are the days when a user would click on a banner ad and come on the website. Brands have to tell stories via content marketing and substantiate it by natively placing across the web," he explains.

Banerjee opines that as advertising spends on digital continue to grow, a talking point could be consistently combining the merits of native advertising and content marketing to boost effective distribution and increase the impact of one's content.

The third edition of the Audacity e4m Indian Content Marketing Awards 2018 (ICMA) and second edition of Content JAM, a content marketing conference, is set to take place on September 7. You can find more details about Content JAM here -

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