Native advertising, and more specifically native content publishing, is hot.
Nearly every major publisher already has a program or is working on one. It shouldn’t be a surprise, as marketers increasingly turn to content, publishers need to offer solutions to promote and distribute that content.
For B2B marketers, the Forbes BrandVoice program is one of the original and most established programs. BrandVoice marketers are able to publish directly on Forbes, presumably gaining access to an audience far larger and more valuable than what they could reach on their own.
But do native advertising programs that let marketers publish directly on a media property distribute content effectively? Do they really get the benefit of the media company’s audience? To find out, I gathered data on more than 340 articles, 15 marketers in the Forbes BrandVoice program and 3 Forbes staff writers. [Read more…]