Content marketing has become one of the new weapons that companies can turn to and one of the media’s favorite tools in their race to find new sources of income. While prices for display advertising do not rise to the figures that the media would like to maintain their accounts and survive in the complex age of the internet, prices for new advertising services show an upward trend and are already trading at amounts that are turning it into a candy that all the media want to eat.

The content marketing rates of the big headers are, in fact, very high. The figures for creation and distribution of native ads range from $ 200,000 for the most expensive headline (which is what Time charges) to $ 25,000 / $ 30,000 for the cheapest of the media with high traffic (which invoice for example Cnet). Popular media such as BuzzFeed bill $ 100,000 for each of this content, as pointed out by Contently, which has just carried out a study on the content marketing market.

The media have seen content marketing as an opportunity to do business and are taking advantage of the pull. Brands have discovered an advertising format that not only reaches consumers better but also manages to meet many of the usual expectations that they have in their relationship with them, such as achieving memory of the message or getting  Costa Rica phone numbers list  their attention in a world full of stimuli. The potential of content marketing is therefore clear. But what are consumers thinking of this advertising content?

This is one of the usual conclusions in this type of study and one of the great fears that the media are considering about the possible negative impact that content marketing could have in the future. Are readers able to detect the difference between paid content and news? The answer is that, as much as the media change colors, templates and include certain words as a warning, consumers believe that they are, in general terms, before an article and not before a sponsored content.

Discovering the truth also has a negative impact on the image of the brand. 48% of those surveyed felt cheated when they discovered that what they were reading was not an article but a marketing piece. The interesting thing for brands and media is that the figures are more moderate than last year. When Contently conducted the same study in 2014, the figure was 15% higher.

Consumers are not able to know which brand offers them the content

More dangerous for brands is the fact that consumers, although they receive the content and consume it, are not able to really go to what the paying brand is interested in. It is very difficult for them to identify the brand associated with the content in question and therefore they do not really know to whom they owe the information. The figures vary according to the medium to which it corresponds (only 63% of The Onion readers recognize it, but it is much easier for Forbes, which has a percentage of 88%), but they are still a sign of the problem.

The media in which the identification of the brand behind that content works best are those in which it is seen clearly and graphically. For example, the study highlights the case of The New York Times, where the content comes not only under the surname ‘paid post’ but also includes the logo of the company that has sponsored it. Something similar happens in Forbes, where it appears not only the logo of the brand that contributes to the content but also dedicates a short previous biography to it.

Although once related, content marketing is very positive

For brands that manage to cross that barrier, content marketing can be very positive and very efficient in building a good brand image. According to Contently data, when content is of high quality, the effect it has on the brand that sponsors it is to increase the level of trust placed in it. So much so that the study concludes that well-done content marketing can have the same positive effect on a brand’s image.

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