Hoelzel says while consumers have positive attitudes about native advertising, they might revolt against irrelevant ads or ads bought by brands they don't trust.
Also, organizations may need to constantly monitor how content marketing is being policed. Google slammed content curation by dropping down search engine rankings for marketers who had been using others' content to boost their own rankings. Ad agencies that had been posting favorable reviews on social media for their clients got stopped by the Federal Trade Commission and ordered to disclose any bias, according to a Dec. 4 Adweek article. As the FTC states on its site regarding bloggers who take money from advertisers and don't disclose that to readers, "If law enforcement becomes necessary, our focus will be on advertisers, not endorsers—just as it's always been."
What other content marketing methods need to be highlighted?
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