Native, content and inbound: social media picks

funnel The top of the marketing funnel remains the objective with inbound. (Pic: Walter Lim)

This week’s look at what articles have been shared on social media used the search terms ‘native advertising’, ‘inbound advertising’ and ‘content marketing‘.

How they relate as sectors is up for discussion, but there is more than enough crossover to justify their inclusion here.

Enterprise companies continue to invest

This AdAge comment piece looks at investment in content marketing by ‘B2B enterprise companies’. It actually leans heavily on this post from the Content Marketing Institute.

Here’s the key message: B2B marketers are encountering problems with content marketing. Only 22 per cent of ‘enterprise’ marketers believe their organisations are good at it – down from 28 per cent last year.

Despite this, they are pushing on…

Where to find examples of good content marketing

Why pick this out? The blogging space around content marketing is filled with how-tos, whys and lists of 10. Does brand advertising flood itself with articles about how to film a 30-second TV ad? No. Instead, it shows and celebrates good work. This post attempts to do just that.

Ignore the stupid

Meanwhile Campaign has published this rant on native advertising, titled ‘Native advertising: Stop pandering to the stupid’.

The topline is that native advertising is rubbish, at least according to a ‘creative’ from TBWA. Here’s why:

We advertisers have gone from the art form of designing emotional moments to the mutilation of creativity into a programmatic algorithm. We are poopsmiths, shoveling steaming, high-reach piles of Photoshopped shit onto clean, pure screens across the digital universe.

You could argue that the writer includes himself in the genre. Then again, at least most native advertising makes sense. Speaking as an ex-journalist, you have failed if your copy requires more than one read to be understood.

And it doesn’t get any better than that quote. Is it fair to tar all with the same brush? You decide… if you can make sense of it.

Native, content and inbound: social media picks is part of Content24, the online magazine for London content marketing agency FirstWord.

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