Gartner Research

How Native Advertising and Content Marketing Can Work Together

Published: 06 July 2017

ID: G00324443

Analyst(s): Anna Maria Virzi

Summary

Marketing leaders responsible for content marketing can use native advertising to amplify their messages and use storytelling techniques to engage audiences. This primer is designed for marketing leaders at organizations weighing the addition of native advertising to their media mix.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Use Native Advertising to Amplify Content Marketing
  • Develop Content and Creative With Advertising Use Cases and Standards in Mind
    • Custom Advertisements With Premium Publishers Depend on Quality Content
    • In-Feed Advertisements on Social and Publisher Sites
  • Approach Content Marketing-Native Advertising Collaborations by Being Relevant, Journey-Minded and Transparent
    • Be Relevant
    • Be Journey-Minded
    • Be Transparent

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.