What Is Content Advertising, and Should You Be Doing It?

At all stages of the funnel, content advertising can be valuable, but no more than the bottom. Here’s where proof comes into play.

Reports prove that the business is an authority, testimonials tout the solutions of the provider, and case studies prove the business can solve problems similar to the one faced by the prospect. Once they’re customers, content like blog posts and emails can ensure visitors use the product to its potential. And when they can use your product well, they are more likely to be satisfied and loyal. Email newsletters and user-generated content are just two forms of content that you can advertise via social media, display, email, and more.

Here’s an example of a content ad that attempts to generate a high-intent lead (a lead that is more inclined to buy because they are looking specifically for a content solution):

Although the concept of content advertising is relatively new, the basic idea is simple:

Content advertising is the process of producing content with the intention of promoting that content through paid distribution channels. This can include PPC campaigns, paid social, sponsored placements, and any other type of paid promotional opportunities.

Any content format can be produced as part of a content advertising campaign. For example, you could create a whitepaper focusing on a problem common to customers in your industry, with the intention of promoting this whitepaper through paid social ads. As long as the content being produced is to be promoted via paid distribution, you’re using content advertising.