3 considerations for choosing between native advertising and content marketing

It can be hard for brand managers to decide which strategy will get the biggest results. Here are a few things to consider.

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It’s not an easy question to answer. Brands must wade through a plethora of information to decide what is best for them.

To help cut through the clutter and achieve the best results while running lean and mean, here are three tips to review before deciding which is right for you:

1. Define a goal and how you will measure success.

Ask yourself if you’re aiming for brand awareness and impressions, or audience engagement.

Each requires different modes of planning and execution. Knowing which you strive for before deploying any tactics can save you time and money.

Metrics are abundant—there are impressions, likes, shares, comments and more. Determine what you want to measure and you will have a clearer picture of what success looks like for any campaign you launch.

Native advertising gives you widespread brand awareness, millions of “potential” impressions and possible click backs to your website, if it’s served up to the right audience.

Native advertising is placed on a third-party website, so make sure you know what targeting and metrics the site can provide before launching a campaign.

If you are looking for engagement, content marketing allows you to hyper-target specific types of people most likely to engage with your brand or stories.

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