Hand pointing to the word "content" within the Website Creation concept on the chalkboard. Content creation is a big part of digital advertising.

As digital media grows, so does the need for content creation.

Advertising is all about telling stories, even though we rely more and more on analytics for marketing purposes. So here’s the question: can you be both advertiser and storyteller? Is it possible to take on the role of content creation as an advertiser in the modern business world?

The demand for content is higher than ever before. We need content for web pages, blogs, social media, native advertising, and a host of other campaigns. On the consumer side, the public is becoming less forgiving of subpar content. This means that demand is high not just for any content, but especially for content of the highest quality.

Hence the rise of the digital marketing agency. Someone needs to help marketing directors, even ones who work for major companies, keep up with the workload of all of this content creation. Plus, such agencies can also manage many of the marketing campaigns from start to finish.

So the answer to the above questions about creating content and being an advertiser is yes and no. You can often both create and market, but not for every single campaign. Thus much of the content creation, and even some of the campaign management, ends up getting outsourced.

Quality Content Creation Shortages Are the Issue

The problem is that good content is hard to find. Some companies feel they simply can’t keep up in-house. Small- to medium-sized businesses might not have anyone who can run a successful marketing campaign. So third parties now help large companies keep on schedule, and also get smaller business in the game.

Native Advertising — FTC Creates a Fly in the Ointment

When it comes to native advertising—ads designed to fit seamlessly into surrounding content—the need to keep a close eye on content creation and marketing tactics is even more important. The FTC is cracking down on ads that look more and more like other content that is not sponsored, such as that found commonly in social media. The more the ad seems to simply look like more content, the more the FTC wants it to be clearly identified. Thus, it becomes important for content creators and advertisers to collaborate to create content that meets the brand’s needs without conflicting with governing agencies.