In the midst of the content marketingone of the main challenges for brands and professionals in the sector is knowing how to invest their resources correctly to maximize the return on their content and advertising strategy. Although achieving positive notoriety is the goal, often the path chosen to achieve it is more decisive than the goal itself.
The fine line between content and advertising
Brand positioning is consolidated when consumers associate positive attributes with the brand. But building this association with a traditional ad is not the same as building it through constant, informative and valuable content. This is where native advertising, advertorials and branded content come into play.
Currently, many media are betting on new forms of monetization, where content and advertising coexist in the same space. We see this on a daily basis in sections such as “referrals”, “branded specials” or sponsored content, which increasingly blur the line between objective information and promotional messages.
Does this merger really matter to the consumer?
According to the Global Communications Report64% of PR professionals believe that, in five years’ time, the average consumer will not be able to distinguish between news and advertising content. Moreover, 59% believe that the reader will not care to differentiate either.
This phenomenon poses an ethical dilemma. Forty-two percent of communication experts believe that the move towards branded content presents risks in terms of transparency. In addition, 52% are concerned about the growing practice of paying influencers and celebrities to promote products or ideas.
Content and advertising with purpose and values
This is not to demonize these strategies. In fact, a well-executed content and advertising campaign can offer a high ROI and immediate notoriety. But without a solid brand foundation – ethical, transparent and consistent – the impact can backfire and damage the reputation of all the players involved.
That is why owned and paid media budgets continue to grow, while resources allocated to earned media are decreasing. Are we facing a “fastfoodization” of communication? Maybe. But all is not lost.
Power remains in the hands of the consumer
Each brand has its own personality, built through customer experience, internal culture and the way it communicates. Although the line between content and advertising is becoming increasingly blurred, users have more tools than ever to penalize unethical behavior. And not only companies, but also responsible media and professionals.
So, if you’re a marketer, remember: do it right and get the word out.