Glossary

Content marketing terms

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Content Advertising

Content advertising is content developed for promotion via paid advertising channels. Paid advertising channels can include pay-per-click (PPC), paid social, and sponsored placement.

Though it may seem confusing, content advertising is not content marketing. While content marketing focuses on brand awareness through organic opportunities, content advertising focuses on brand awareness through paid advertising opportunities.

There are plenty of opportunities to promote your brand using content advertising. Many email-focused publishers offer paid placements in their newsletters for advertisers to utilize. Especially with newsletters to focused audiences, these paid placements can be perfect opportunities for content advertising. Getting your brand’s content in front of an audience that would find it interesting or compelling is the formula you’re aiming for with content advertising.

YouTube is another great place for content advertising. After you create video content that appeals to your audience, promoting it on YouTube is an ideal way to bring extra life to content you’ve spent time and money on.

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