The rise of native advertising and content marketing have represented a fundamental shift in business model for many online publishers. Indeed, for some players such as Buzzfeed it’s been the main reason behind their success.
Having looked at the three main approaches to native advertising in my previous post, I now want to break it down and look specifically at what the medium means for publishers, where the opportunities are and what the potential pitfalls might be.
When done well, content marketing can be a win-win-win for publishers, advertisers and readers alike. Done poorly, however, the fallout can be significant and costly.