When was the last time you were enthralled by B2B "content?"If you're struggling to remember, or are having daymares about your own content, the first thing you need to do is stop thinking of content as just "filler," like packing peanuts or bubble wrap.

At a high level, good native ads convey the spirit and message of a brand without appearing overly promotional -- but as we've seen on more than one occasion, it can go very wrong, very quickly. To learn from the best, we decided to take a look at some of the most successful pieces of branded content/native advertising and why they worked for their specific audiences.

Over the past year, the term "native advertising" has evolved from a simple industry buzzword into a complex, frequently debated advertising strategy being heralded as the future of digital. At the same time, content is considered the number one marketing priority this year, according to eMarketer. The two are often mentioned concurrently. So the question often proposed to me is if there is a difference between native advertising and content marketing. I always reply with the same answer: There is no fundamental difference.

"Look, if you had one shot, or one opportunity/To seize everything you ever wanted -- one moment --/Would you capture it or just let it slip?" While this is the line Eminem may be best remembered for, I'd like to hijack it as a rallying cry for the nascent field of native advertising. On Dec 4 the FTC is holding a hearing on native ads that will certainly shine a spotlight and lay the foundation for how the industry should coalesce.