Gartner Research

How Native Advertising and Content Marketing Can Work Together

Published: 06 July 2017

ID: G00324443

Analyst(s): Anna Maria Virzi


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



  • 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

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