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One truth is self-evident to content marketers: Traditional ads aren’t enough these days. With more than half of digital ads going unseen and more than 200 million people employing ad-blocking software, standard display units face an increasingly uphill battle when it comes to reaching and influencing consumers.
With these statistics in mind, it’s no wonder that a look at Google Trends data over the past five years shows rising interest in both content marketing (blue) and native ads (red) as topics.
That said, therein lies the problem. Marketers continue to create more and more content, but the audience looking to consume such content isn’t growing. It’s a basic issue of supply and demand.
The 2016 Content Marketing Institute/MarketingProfs content marketing trends report found that 77% of B2C marketers planned to produce more content in 2016 than in 2015. But that added content is fighting for a limited chunk of consumer media attention.
The content landscape is cluttered and the situation is only being exacerbated. As marketers turn to content marketing to help overcome some of the challenges associated with traditional ad buys, they’re finding that even a solid content creation strategy isn’t enough....
Think in more detail how native advertising should fit in your content marketing strategy says the Content Marketing Institute.