Native Advertising and Content Marketing
12 Jul
Content Marketing, Digital Marketing, , , , , , , , , 29 Comments on Native Advertising and Content Marketing – Two sides of the same coin

ARE NATIVE ADVERTISING AND CONTENT MARKETING TWO SIDES OF THE SAME COIN?

The difference and similarities of Content Marketing and Native Advertising has since long confused many advertisers. Native advertising is a detailed, single and a linear way for marketers to distribute content. While content marketing undertakes a larger practice of overall content distribution and advertising. Just like the definitions, their goals are poles apart as well. With the common aim to increase brand awareness, content marketing can drive conversions.

This blog will draw a clear line between native advertising and content marketing, and help you understand the crux of each.

Native Advertising and Content Marketing

The Number Game:

Native advertising has shot up substantially, yet content marketing rules the digital world.

  • 86% businesses leverage content marketing in one form or the other.
  • 67% of clients ask their content marketing agencies about native advertising.
  • 82% hike in brand lift is generated by native advertising.
  • 60% of marketers curate at least one piece of content every day.
  • Native ad headlines can pull 308x more customer attention than banners or images.
  • 70% of the audience wants to learn about products via content rather than the direct advertisement.
  • Native ads garner more views than traditional banner ads.
  • 78% of CMOs believe custom content is the future of marketing.

The difference between Native Advertising and Content Marketing  

In a naïve language, native advertising is a book, while content marketing is the whole library.

Let’s decode Content Marketing –

What is Content Marketing?

Content Marketing is a marketing way that creates ‘valuable’ and ‘efficient’ non-promotional content by brands. It is intended to stimulate interest in a brand’s products or services, rather than explicitly promoting a brand.

Goals

  • Create brand awareness
  • Educate your potential clients
  • Generate qualified leads
  • Establish Thought –Leadership
  • Effective and long-term Search Engine Optimization

Types of Content Marketing

  • Blogging
  • Case Studies
  • Longform Content
  • Ebooks, White Papers, and Reports
  • Infographics
  • Videos
  • Templates and Checklist Downloads
  • Social Media posts
  • How-To Guides
  • Email Newsletters or Nurturing Campaigns

Metrics to track the effectiveness of Content Marketing

  • Number of leads
  • Mentions to your comment/number of backlinks
  • Number of shares and likes

Advantages

  • Increased organic rankings
  • Optimized for conversions
  • Drive brand awareness

Tips for planning an effective content marketing strategy

  • Make a note of the needs and pain points of your target audience
  • User-generated content must be a part of your strategy
  • Create quality content and try to make it better than anyone out there
  • Have patience as it is a long-term game. Do not expect quick results
  • Content Amplification is necessary – content should reach the right audience

Example: Content Marketing

HubSpot’s Inbound Marketing

HubSpot is a marketer and developer of software products for inbound marketing and sales, that helps companies attract visitors, convert leads, and close customers. HubSpot is truly an innovator in marketing, to such an extent that they have literally coined the term Inbound Marketing!

How does HubSpot do it? It follows their simple process of –

  1. Attracting
  2. Converting
  3. Closing
  4. Delighting

In that order.

They create lots of valuable content to help people progress their marketing. So whether you are their customer or not, you will always think of HubSpot as an important resource. They have a wide range of guides including e-books, marketing kits, webinars, user guides and video courses, which are detailed, authoritative, and free. Their content is top-notch, relevant, and engaging, which is essential for great search rankings.

Dissecting Native Advertising –

What is Native Advertising?

It is a kind of paid advertising where the content put out is similar to the native content of the platform. We come across many forms of native advertising on a daily basis- browsing through an e-commerce portal, reading an e-newspaper, or on your favorite Google Search Engine. Native Advertising, on the other hand, intends to promote the advertiser’s product.

Goals

  • Drive traffic to your website or landing page
  • Increase the awareness of your brand/product
  • Boost lead generations and sales
  • Supplement Content Marketing in amplification

Types of Native Advertising

  • Content Recommendation Engine Widgets
  • Paid Search Ads
  • In-Feed Units
  • Custom Ads
  • In-Ad with Native Elements
  • Promoted Listings

Metrics to track the effectiveness of Native Advertising

  • Clicks or traffic to your website or landing page
  • Reach or Impressions
  • Cost per Click
  • Cost per Lead
  • Leads or Sales

Advantages

  • Drive brand awareness
  • Drive brand engagement

Tips for Native Advertising

  • Label your content properly
  • Use body copy to smoothly lead the reader to your intended next step
  • Create Separate Landing Pages for Different Native Ad Ideas
  • Draw from Social Media while determining what types of headlines to use
  • Allocate a good budget for this to show results
  • Research your audience well to create and experiment with multiple hooks and see what works best

Native Advertising example  

IKEA (The Telegraph)

The Telegraph scores again with an innovative and quirky A-Z quiz from IKEA, that provides readers tips to get a good night’s sleep. This campaign aims to strengthen IKEA’s brand association as a quirky yet accessible organization, rather than selling a specific product. The good old-fashioned quiz is a fresh and cost-effective format for native advertising.

Native advertising is a part of the content marketing strategy that helps marketers to distribute content. Content Marketing is an umbrella term under which all your marketing comes together under one strategy to boost engagement, build stronger customer relationships and drive sales.

More Reads on Content Marketing

29 thoughts on “Native Advertising and Content Marketing – Two sides of the same coin”

  23. Most people who take resistance training significantly probably already take 2 if
    not all 3 of those dietary supplements. Myo-X’s follistatin probably can’t have an additive effect because they’re already lowering the body’s myostatin ranges.
    Of course, it’s possible, even possible, that myostatin steps in again if we reach a certain muscle
    mass potential though bodybuilding and resistance training.

    Consequently, it’s unlikely that the constructive results of elevated protein or energy consumption will be achieved without controlling these elements [14].
    Moreover, hormonal medicines might depart various antagonistic results, like androgens that will cause virilism and/or worsening of atherosclerosis [133].

    The artificial androgenic agent nandrolone and the
    human development hormone (GH) can improve
    lean physique mass. Nevertheless, using human GH is dear, and solely male sufferers may achieve advantage from nandrolone [134].
    Conversely, different medications including antioxidant/anti-inflammatory agents and urge for
    food stimulants might be efficient and promising.
    C2C12 cells were also cultured in a myogenic differentiation medium supplemented with Ac-MIF1 or Ac-MIF2-NH2 for 3
    days.
    These supplements are additionally a lot better tolerated on the body and are unlikely to provide side effects in healthy adults.
    Since the discovery of myostatin in 1997, insights on the molecular mechanism
    of its action on progress and maintenance of skeletal muscle and different tissues have substantially improved, catalyzing the development of novel myostatin-targeting methods (Fig.
    1). In the next section, endogenous capabilities, activation processes, and signaling pathways of myostatin might
    be mentioned. Epicatechin can enhance mitochondrial biogenesis
    even further when mixed with diligent anaerobic train (e.g.
    heavy resistance training), but its results on aerobic coaching
    adaptations are much less compelling [22]. Furthermore, epicatechin promotes muscle blood move by increasing nitric oxide manufacturing and stimulating angiogenesis [23].

    The pro-domain incorporates N-terminal “forearm” helices, which grasp mature GF,
    and a globular “arm/shoulder” area, which sits on prime of the mature GF protomers (Cotton et al., 2018).
    Every MSTN monomer has 4 intermolecular disulfide bonds,
    three of that are involved in cysteine knot formation. When the two monomers of
    MSTN come collectively in an antiparallel course
    they generate convex or concave surfaces. However, later x-ray structural evaluation demonstrated that it is
    a member of the TGF-β superfamily, though it displays remarkable variations within the N-terminal region and within the region previous the wrist helix (Cotton et al., 2018).
    GH-mediated conversion of thyroid hormone (TH) thyroxine (T4) to triiodothyronine (T3)
    helps their distribution to totally different tissues by way of binding to
    thyroxine-binding globulin, albumin, or transthyretin (TTR) (Alshehri et al.,
    2015). TTR-based T4 distribution was discovered to advertise
    myoblast differentiation by regulating the expressions of myosin gentle chain 2 (MYL2) and the calcium channel
    genes Cav1.1 and Cav3.1 (Lee et al., 2013). We recently reported that in myoblast differentiation,
    TTR maintains muscle homeostasis via the distinctive TH shuttle mechanism.

    Indeed, the major focus of most clinical research so far
    has been on ailments corresponding to Duchenne muscular
    dystrophy (DMD), sporadic inclusion physique myositis (sIBM), and limb-girdle muscular dystrophy (LGMD).
    Muscular dystrophies are genetic disorders characterized by muscle weak spot and
    degeneration ensuing from mutations in particular genes. Different situations characterized by muscular losing,
    corresponding to sarcopenia and cancer cachexia, are also anticipated to benefit from improvements in muscular function. Preclinical studies
    conducted in MSTN-null mdx mice, a model of
    DMD and Becker muscular dystrophy (BMD) that includes a untimely cease codon within the gene for dystrophin, have demonstrated elevated muscle size and strength
    [40]. Furthermore, a three-month therapy routine with anti-MSTN antibodies in mdx mice resulted in enhancements in physique weight, muscle mass, muscle dimension, and absolute muscle strength, accompanied by a major reduction in muscle degeneration [41].
    Given the consistent success in ameliorating muscle losing illnesses in animal models, varied
    inhibitors have been developed for scientific analysis (Table 1).
    Phytoestrogens like genistein and daidzein (found in soybeans) can modulate irritation and oxidative stress.

    Upon reaching 80% confluence, the cells were switched to DMEM
    containing 2% horse serum to initiate differentiation for four days,
    with the medium being refreshed every other day. After finishing rigorous exercise, we
    measured LG levels within the liver and MG ranges in the gastrocnemius muscle.
    Moreover, we measured the LA, CK, LDH, BUN, SOD, and MDA ranges within the serum utilizing the specified kits, following the manufacturer’s directions.

    Hippocampal tissue homogenates were rapidly prepared in an ice bathtub and centrifuged at 12,000 
    rpm for 10 min at four °C to collect the supernatant.

    Creatine compensated for the myostatin induced muscle fiber loss and even boosted the expansion of the management fibers which hadn’t even been touched.

    Leucine and beta-hydroxymethylbutyrate (HMB) essentially reversed the 30% muscle fiber wastage that
    myostatin-treated myotubes exhibited. Together, they set off much of
    the anabolic processes that lead to muscle hypertrophy. The follistatin-rich egg yolk extract called MYO-T12 that the product
    contained demonstrated someplace round 50% discount in myostatin levels.
    There has also been cases of human children who’ve been born with abnormally low myostatin exercise which have extremely developed muscle tissue.

    These findings should not be interpreted as supportive of any medical use or therapeutic profit since no myostatin inhibitors have yet been accredited as medicine wherever on the earth.

    Dr Welle published a study measuring the have an result on of myostatin levels and muscle mass in mice.
    FOR is a non-thermal pasteurized, freeze-dried high
    proteo-lipid, fertilized egg yolk product. It includes 2.4% carbohydrates, 59% fat, 34% protein, and three.5% total ash, with an power content of 6.7 kcal/g.
    The components of FOR and placebo had been analyzed using Association of Official Agricultural Chemists (AOAC) method
    from a food evaluation laboratory (Certified Laboratories Inc.,
    NY, USA). Participants in FOR-SUPP consumed 19.eight g of
    FOR daily with breakfast, and the PLA-SUPP group consumed 19.8 g of cheese powder that was matched for macronutrient and vitality to FOR-SUPP.

    Nevertheless, we’ve not stopped since, as we’ve seen impressive gains
    in energy, muscle mass, and restoration. If you’re looking to achieve some further
    muscle mass while simultaneously rising power and energy, then supplementing with Epicatechin could be for you.
    For instance, a 12-week study found that entire eggs and egg whites reduced myostatin with no distinction between the teams.

    (Bagheri et al., 2020) Moreover, follistatin, which is an inhibitor of myostatin, was
    increased. This has been investigated and proven in each animal research and studies with individuals (here’s one research
    example, and right here is another). Not only have been they no stronger than their wild, less massive counterparts, however when particular drive was measured (i.e.

    power as a operate of muscle size) they had been weaker.

    The hypertrophic pathway triggered by resistance training is considered
    one of them, and a very important one when deciding whether or not
    or not to attempt taking a commercial or lab grade
    myostatin inhibitor (keep studying and I’ll get
    to that part soon).
    It helps enhance muscle progress and recovery,
    they usually report higher workouts total. Dietary fibers, metabolized into
    SCFAs by intestine flora, contribute to physique weight regulation by
    enhancing expenditure of energy, appetite regulation, and optimizing the metabolic process of
    fat tissue and muscle mass in people with extra weight [175].
    Computer-aided drug design (CADD) and computer-assisted molecular design (CAMD) are used as drug discovery tools within the pharmaceutical science field (Baig et al.,
    2016). VS. is widely used for drug discovery and is complemented
    by Excessive Throughput Screening (HTS).
    In 2004, Wyeth Prescription Drugs (now owned by Pfizer) developed the monoclonal anti-MSTN
    antibody MYO-029, the first MSTN inhibitor to
    enter medical trials. MYO-029 binds to mature MSTN, thereby stopping its interplay with ActRIIA/B receptors.

    Muscle cells possess an innate mechanism to regulate their very own growth, and
    on the heart of this regulation stands myostatin. This protein acts as a natural limiter,
    stopping muscular tissues from reaching their full potential.
    But what if we might deactivate myostatin and pave
    the best way for unparalleled muscle mass and strength? This tantalizing idea has
    captivated scientists worldwide, leading to a relentless quest
    for myostatin inhibitors. In the muscles, extra blood move means more nutrients for the cells to make use
    of in order to grow and multiply.
    (–)-Epicatechin has been proven, by a number of
    studies, to extend capillary and mitochondrial density,
    decrease myostatin expression and improve follistatin expression in people (12, 24).
    The results of this examine revealed an inhibitory effect of (–)-epicatechin supplementation on growth of peak relative
    aerobic power and mitochondrial density as decided
    by skeletal muscle SDH protein content material in response to cycle coaching.

    These observations were noticed regardless of equal increases in peak energy obtained in the course of the peak oxygen consumption take a look
    at. The PLA group increased relative peak VO2 by an average
    of seven.4 ± 5.7 ml/kg/min whereas the EPI group only elevated by a median of two.zero ± 4.four ml/kg/min.
    Additional work is warranted to ascertain the complete potential of blocking
    this necessary pathway in musculoskeletal unloading and in spaceflight.
    Exposure of astronauts to decreased gravity throughout spaceflight disrupts homeostasis in musculoskeletal tissues resulting in atrophy and lack of energy.
    In each humans and rodents, skeletal muscle atrophy throughout spaceflight
    predominantly occurs in weight-bearing hindlimb muscle tissue together with
    these responsible for plantar and dorsiflexion, knee and hip extension, and postural control1,2,3.

    They are also typically used to treat different
    conditions, similar to anxiousness and long-term ache,
    particularly nerve ache. All animal experiments and methods were carried out
    in accordance with ARRIVE tips and regulations.
    All animal experiments had been carried out in accordance with the protocols and regulations permitted by the
    Ethics Committee of Jiangxi College of Science and Know-how (the approval number was No.
    IACUC Y202445).
    It wasn’t acquired by Wealthy Gorilla Restricted until 2019, and since
    then both our range of content and our viewers have
    grown significantly. For greatest outcomes, Huge Dietary
    Supplements advises stacking Epitech with other prime anabolic
    muscle-building dietary supplements like Annihilate and Archidone, particularly if you’re critical about gaining muscle and power.
    The model suggests consuming one capsule twice a day, as soon as
    within the morning and once within the evening, for a interval of 30 days, and persevering with for longer if you’re trying to maximize muscle features.
    For the consumer, this implies superior strength and endurance positive aspects, plus total muscle development and vascularity.
    Body Essentials Epicatechin incorporates a highly concentrated type
    of naturally occurring Epicatechin, optimizing lean muscle development and restoration. Epi-Triol by House of Muscle is a sophisticated muscle constructing supplement that helps you construct onerous, lean muscle and strength.

    Bodybuilders who completed a YK11 cycle reported stronger
    bones and fewer incidences of bone breaking.
    Epi-Plex by Competitive Edge Labs boasts 300 mg of epicatechin per serving that can help you
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    Follidrone by Black Lion Research uses epicatechin and other naturally occurring compounds to
    maximise follistatin production, inhibit myostatin, and in the end maximize
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    Epicatechin studies have also discovered that this compound (along
    with the remainder of catechin class) may help cut back chronic fatigue syndrome, enhance
    ldl cholesterol, enhance neurological well being, and even help folks dwelling with muscle dystrophy.
    Plus, multiple studies have shown that consuming extra flavanoids
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    Furthermore, mice homozygous for D76A mutation, in which the aspartate residue
    of the myostatin propeptide is changed with alanine to prevent the
    cleavage by BMP1/TLD-like proteinases, exhibit a exceptional enhance in muscle mass [32].

    Contrary to muscle mass, the decreased leg extension peak torque was largely recovered
    by 2 weeks of regular exercise restoration (Fig 4).
    Generally, reduced muscle mass induced by immobilization is accompanied
    by a decline in muscle energy and impairment of muscle operate [38, 39].
    However, the quantity of muscle mass doesn’t all the time align with
    muscle power, and neural diversifications are doubtless concerned in determining muscle power [40].
    The authors [41] advised a useful resilience of human NMJ towards disuse-induced stress.
    In line with this thesis, we noted that the resumption of 2
    weeks of normal exercise recovery was adequate to reverse
    the, presumably, neural-level adaption impaired by immobilization, thereby recovering muscle power.
    In humans, acute dark chocolate consumption prior to prolonged exercise resulted in decrease oxidative stress, however didn’t affect
    immunoendocrine status (18).
    During this session, every participant carried out a practice trial for the Wingate
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    Varied purported myostatin inhibitors might become
    harmful with more research [40]. In mice, utilizing follistatin to inhibit myostatin led to decreased fats acquire, and
    in addition decreased the dimensions of fat-storing cells (adipocytes) [29].
    Scientists just lately suggested that knocking out the genes liable
    for producing myostatin in the heart prevented heart-disease-related
    muscle harm in mice, suggesting that myostatin inhibition would possibly play a job in stopping muscle harm in people with coronary heart illness.
    Earlier Than birth (during embryonic development),
    myostatin determines the entire variety of muscle fibers an individual may have.

    In adults, myostatin controls the way that existing muscle fibers grow based
    on diet, bodily activity, and age [3, 4, 5]. Whereas pure
    options like these are nice, they aren’t alternate
    options to the effectiveness of specialised myostatin inhibitors.
    Combining these meals with resistance coaching and a proper supplement
    routine can optimize results.
    Formulas of dietary dietary supplements sometimes
    outpace the science behind their components — epicatechin dietary supplements are one other instance of that pattern. Although it could increase nitric oxide manufacturing and mitochondrial
    biogenesis, it is unclear if epicatechin confers important
    muscle-building advantages. Inhibiting myostatin is an example of disinhibition — when a molecule that normally inhibits a pathway is inhibited by another molecule,
    an reverse impact results. In this case, the expression of myogenic components will
    increase when myostatin is inhibited. When myostatin binds to its receptor,
    ActRIIB, it prompts a cellular pathway called Smad that blocks genes from transcribing myogenic factors.

    References:

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