From the course: Advertising Foundations

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Content strategy

Content strategy

From the course: Advertising Foundations

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Content strategy

- A great way to scale advertising presence cost effectively is through partnerships and content marketing. In this video, I'm going to talk about a new field in marketing communication that goes by different names but it's basically two distinct groups, content-driven advertising and partnerships where your content is the content. The first of these is what used to be known as advertorials, where content that was written by an advertiser kind of looked like editorial in a magazine except it had the word Advertorial written across the top of it. Those were the days of a clear division between editorial and advertising. That line has become truly blurry with the ability for an advertiser to contribute their own content to publications, sites, and video-based news services. This practice is known as content marketing, or contextual advertising, or even native advertising. Some of these are branded as advertising, for example,…

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