Where do advertorials, also know in politically correct terms as “native advertising”, fit into the content marketing toolkit? To answer this question, we first have to understand what advertorials are – and also that the definition of content marketing itself is a hotly contested topic.

Adam Stetzer of HubShout, in his recent investigation into the purported Google penalization of Interflora for employing advertorial content, insists advertorials are NOT content marketing.

“Advertorials are advertisements, regardless of how you try to dress them up”, he says, “while content marketing is educational. Advertorials are biased; content marketing is free of any bias. The two may share a commercial motive, but are completely different and should be treated as separate entities”.

However, Lewis DVorkin, Chief Product Officer at Forbes Media, defines content marketing as “Brands using the tools of digital media and social sharing to behave like original-content publishers.”

His definition of content marketing includes AdVoice, the Forbes service he was speaking of at the time. “First launched 20 months ago, it’s a fully transparent way for marketers to publish and curate content on and in our magazine.” In fact, Lee Odden was included (unbeknownst to him) in a recent Forbes AdVoice article published by CapitalOne, “Use Content Marketing to Boost Your Business” which looks and reads pretty much the same as regular Forbes content.

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