Content integration is a form of advertising in which an advertising medium offers an advertiser advertising space on its website that is directly integrated into the editorial content of the website.
Content integration aims to integrate advertising content into websites in such a way so that it fits seamlessly into the general structure of the website. Content integration must be distinguished from other advertising media on the Internet because the advertising is inserted into the text or HTML content (native advertising). Banner ads or pop-ups are included in the source code of a page, but not in the textual content. One possible effect of content integration is the mixing of editorial or multimedia content and advertising media with a high degree of user acceptance for the entire content.
The background for the increasing use of advertising forms such as content integration is the falling acceptance of conventional forms of advertising such as overlay advertising. More and more users are using ad-blockers to suppress overlay advertising in the form of ads and pop-ups. The obvious conclusion is: the advertising must be placed in such a way that it can be found in the informative content and encourages the user to interact through the use of multimedia.
The process could look like this: A website offers content integration. A company chooses an article space on this website to deliver business-relevant information to users and potential customers. The company, the advertiser, books this space with the advertising medium, the external website, and can now have content placed.
This often takes the form of press releases or press reports, which are either provided by the company itself, or the advertising medium can also function as an editorial authority. When communicating the content, attention must always be paid to the added value for users. The booked article space appears as a professional article, interesting interview or report about the company. Advice texts or other editorial, innovative forms are also possible. According to German law, however, such an advertising space must be marked as advertising.
The effects on search engine optimization depend on which pages are advertised, whether backlinks are set and how the advertising content is unique. This also includes the use of keywords and HTML elements to prepare the integrated content in a seo-compliant manner. If scripts are used to integrate the content, there are a few things to consider in order to make the content search engine compliant.