Definition of Advercontent
Advercontent, a portmanteau of “advertising” and “content,” refers to digital marketing materials that seamlessly blend advertising with editorial or entertainment content. Advercontent, also known as sponsored content or native advertising, is designed to engage with and inform the target audience while subtly promoting a brand or product. This form of marketing content is specifically crafted to match the style, tone, and format of the platform it is hosted on, allowing it to blend in with organic content.
Phonetic
The phonetics of the keyword “Advercontent” can be represented as /ˈædvərˌkəntɛnt/ in the International Phonetic Alphabet (IPA).
Key Takeaways
- Advercontent is a marketing strategy that merges advertisement with engaging content, making it less intrusive for consumers while promoting a brand or product.
- It uses storytelling and entertaining forms of media, such as articles, videos, and images, to capture the audience’s attention and provide value, increasing the likelihood of conversion and customer retention.
- Effective advercontent requires careful targeting, relevant messaging, and seamless integration into the user experience, helping brands build positive relationships with their audience and drive long-term business growth.
Importance of Advercontent
Advercontent, a combination of the words “advertising” and “content,” is important in digital marketing because it represents a seamless integration of promotional and informative material aimed at engaging and influencing the target audience.
By blending advertising with content that appeals to consumers, advercontent contributes to a more enjoyable user experience, which increases the likelihood of audience retention and conversion.
This method of marketing is crucial in today’s highly competitive digital landscape where consumers have become more resistant to traditional, intrusive advertisements.
By providing valuable content that aligns with the audience’s interests, preferences, and needs, advercontent fosters positive brand associations and enhances credibility, ultimately driving user loyalty and boosting sales.
Explanation
Advercontent serves as a powerful tool in the digital marketing realm, bridging the gap between traditional advertisements and engaging content. Its primary purpose is to attract and retain an audience by offering value, thereby fostering an organic connection with potential customers.
By incorporating a brand’s message seamlessly into diverse content formats such as articles, blog posts, videos, or even podcasts, Advercontent aims to entertain, inform, or address the queries of the target audience while simultaneously building brand awareness. This innovative approach provides a subtle yet effective means of promotion, as the audience may not even realize they are being exposed to an advertisement, instilling a genuine sense of trust and credibility in the brand.
An essential aspect of Advercontent’s effectiveness lies in its ability to cater to the ever-evolving preferences and needs of the online audience. Internet users today exhibit a stronger aversion to disruptive and overt advertising techniques, causing marketers to shift gears and explore more subtle modes of promotion.
Advercontent exemplifies this change, placing the onus on creating meaningful and contextually relevant content that resonates with the target demographic. By encompassing a brand’s marketing message within genuinely engaging content, Advercontent paves the way for a mutually beneficial exchange, where the audience derives value from the content while the brand successfully conveys its message and garners favorable attention.
Examples of Advercontent
Advercontent, also known as “advertorial” or “native advertising,” is a type of content marketing where branded content is designed to resemble editorial content in appearance and tone. The goal is to create a seamless experience for the audience while promoting a brand or product. Here are three real-world examples:
BuzzFeed and Frigidaire: BuzzFeed partnered with the home appliance brand Frigidaire to create a series of advertorial content on their website. The articles, such as “12 Simple Freezer Hacks That’ll Make Life So Much Easier” and “11 Mind-Blowing Cooler Hacks for Your Next Summer Party,” feature expert tips supported by Frigidaire products. The content is entertaining and informative for readers, while subtly promoting Frigidaire appliances.
The New York Times and Netflix: In 2014, The New York Times collaborated with the streaming giant Netflix to produce an advercontent piece promoting the Netflix series, “Orange Is The New Black.” The content, titled “Women Inmates: Why the Male Model Doesn’t Work,” featured articles, infographics, and multimedia elements discussing female incarceration in the US. This engaging, journalistic content piqued the interest of readers and, at the same time, promoted the TV show indirectly.
Forbes and Audi: Forbes created an online native advertising platform called BrandVoice, where brands can publish articles alongside Forbes’ editorial content. Audi, for instance, published an article on Forbes titled “Putting Progress in Motion: Autonomous Vehicle Technology and Its Sweeping Impact.” The piece discussed advancements in autonomous vehicle technology and how it will affect society, while subtly featuring Audi’s efforts in the field. This advercontent example attracts readers interested in the future of transportation while showcasing Audi’s innovations.
Advercontent FAQ
What is Advercontent?
Advercontent is a type of online advertising where content, such as articles or videos, is specifically created to promote a product, service, or idea. It combines advertising with valuable information, making it a more engaging and less intrusive method of attracting potential customers.
Why is Advercontent important?
Advercontent is important because it allows businesses and marketers to create valuable and engaging content that can capture a potential customer’s attention. By offering useful information or entertainment, advercontent can help build brand awareness, increase customer loyalty, and ultimately drive sales and conversions.
What are some examples of Advercontent?
Examples of advercontent include sponsored blog posts, native advertising, branded content, and advertorials. These types of content are typically created with the intention of promoting a specific product or service, while also providing value and entertainment to the target audience.
How does Advercontent differ from traditional advertising?
Unlike traditional advertising, which can be intrusive and interrupt the user experience, advercontent is designed to blend in seamlessly with the surrounding content. It provides valuable information or entertainment, making it more engaging and less disruptive to the user. This helps create a more positive impression of the brand and increases the likelihood that the user will take the desired action.
What are the best practices for creating Advercontent?
When creating advercontent, it’s important to follow best practices to ensure it is effective. These include understanding your target audience, offering value through engaging and informative content, maintaining an authentic voice, ensuring a seamless blend with the surrounding content, and including clear calls-to-action to encourage users to take the next step in the purchasing process.
Related Digital Marketing Terms
- Native Advertising
- Content Marketing
- Sponsored Content
- Brand Storytelling
- Advertorial
