Jay Rosen asks, reasonably, that people start drawing useful distinctions between buzzy terms like content marketing, sponsored content, native advertising, and even brand journalism. Here’s my stab at it:
The Native Matrix
- Who is it written by? Editorial staff, Sales staff, ad agency, Brand execs
- Who is it published by? Publisher: Public relations, Sponsored content/
Native advertising, Brand journalism/Thought leadership or Brand: Content marketing, Marketing, Blogging
*Sponsored content is designed to be read; native advertising is designed to be shared.
None of these distinctions is hard and fast, of course, but at least it’s a start; basically, it all comes down to who writes the content in question....
Very interesting effort to define "native" advertising, content marketing, brand journalism and sponsored content.