Comparing the ROI of Content Marketing and Native Advertising

In the early days of content marketing, widgets, and “listicles” dominated the landscape. As Google began penalizing brands for thin content pages and low-value link schemes, the industry scrambled to produce higher-quality content. Thus, like some publishers, content marketing agencies started to produce more articles and infographics than other content formats.
https://hbr.org/2015/07/comparing-the-roi-of-content-marketing-and-native-advertising