October 2, 2014
The word “content” has become a catchall for anything you write, create, or curate, and share on the internet. But what does it mean to produce content as a business or organization? And how can you do it without annoying or over-saturating your audience?
Unlike a subway poster, magazine ad, or billboard (i.e. content which remains stationary and advertises to the environment around it), online content needs to adapt to its environment. This makes sense when you think about how successful campaigns look different on instagram than in a magazine or on a website. Rather than taking a one-size-fits-all approach, it’s all about creating content that makes sense for the context it’s presented in.
The word “native” has been used to describe this phenomenon, both in content marketing and advertising. native advertising describes “a method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience.” And while native may have seemed like a solution to banner ads and pop-ups—the bane of every internet user’s existence—the term has recently fallen flat and garnered much criticism.
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