Content marketing has seen powerful quotes like; Content is King, or If you build it, they will come. In both instances, the reference is on creating great content and getting noticed for said content. But does that honestly work? In this article you can know about What is native advertising and its benifits.
Daily, content marketers drown consumers in a sea of great content. It is so easy for your content to get lost in this sea. So, for consumers to notice your content, you need to advertise.
But there lies the problem, consumers are suspicious of ads and tend to stay far away from it at all costs.
How do you get the consumers to notice your content without using any of the traditional forms of advertising? This is where native advertising comes in.
What is native advertising?
In 2016, Business Insider wrote an article on ad-blocking tools. They stated that ad blockers were on the rise with over 200 million users using some form of an ad-blocking tool. In case the name didn’t give it away, ad blockers block out ads from web pages. This means that if your consumers use ad-blockers, they won’t see any traditional forms of advertisements on your webpage.
Native advertising, on the other hand, is a form of advertisement that blends into your content and is difficult to pinpoint as an ad at first glance.
Benefits of using native advertising
There are a ton of reasons to incorporate native advertising in your content marketing strategy. Some of them are;
- They are more effective than traditional methods of ads. Reason being that if any of your consumers are using an ad blocker, it won’t work on these kinds of ads.
- Native ads are easier for you to get your message to your target audience. Because ad blockers don’t work on these forms of advertising, there is a higher chance of your consumers seeing your ad. Also, most consumers subconsciously turn away from traditional ad forms, that isn’t the case with native ads.
- The sales cycle (from clicking on your ad to conversion) is shorter than traditional advertising.
- Native ads are excellent for brand awareness.
- They produce 40 times higher click-throughs compared to traditional advertising.
- It is easier to track the ad’s performance with these kinds of ads.
These ads are very effective in content marketing. The only problem is that they require a lot of creative thinking. This makes them more expensive than other forms of ads.
Creating content for your native ads doesn’t have to be complicated. Use professionals from essay writing service reviews websites like Best Writers Online or Online Writers Rating to create content that your consumers want to see.
Examples of native advertising
There are various types of native advertising. It could come in the form of;
- Content recommendation on your website/blog
- In-feed ads
- Paid search ads
- Promoted listing
- Branded content, etc.
So, how do you integrate the native ads into your content marketing strategy for the best results?
How to integrate native advertising in your content marketing
Content marketing is more than just content creation. It requires combining a bunch of content strategies, including native advertising. There are a few native advertising platforms that you could use to integrate native advertising in your content marketing strategy. However, the main point is that you need consumers to see your content.
Here are a few ways to ensure your content marketing and native advertising work well for each other:
1) Invest in native advertising wisely.
Treat creating native advertisements like any other content. In creating good content, you are doing three things:
- Identifying your consumer’s interest
- Pinpointing the best way to reach them
- Developing content themes that address your audience’s needs/interests.
- And, creating content that they would be interested in.
These are the same things you should be doing when creating native advertising. Just because they are paid for doesn’t mean they shouldn’t adhere to best practices. Invest in creating native advertising for your content marketing strategy. Make sure your content is:
- Delivering exceptional value to your target consumers.
- Specific to the needs of your consumer.
With native advertising, your content is guaranteed to reach the number of consumers you pay to see it. But, a well-created native content can reach more consumers and help boost your content marketing strategy.
2) Use native advertising to test your content marketing strategy
Native advertising has a valuable role to play in testing and improving your content marketing strategy. This is evident with the number of advertising tools that support A/B testing regarding factors like your headlines, preview images, and other elements.
So, make sure you are testing out content to discover what resonates with your audience and what doesn’t.
With this data, you can create and implement a content marketing strategy that could make a more substantial impact on your company.
3) Make sure your native advertising is the right fit.
With native advertising, the mileage grows fast, far, and wide. The content can move across various channels and build on itself. So, when incorporating native ads into your content marketing strategy, you need to consider this factor.
As a marketer, approach creating native advertising the same way you approach creating any other form of content. Create native ads that fit your audience and, most notably, use segmentation in creating various content types.
Consumers will give the same or even more credibility to content that comes from a brand such as opposed to traditional publishers.
Only thing they expect is for you to be transparent about brand relationships. So, if a content is sponsored (paid for), consumers expect it to be clearly stated. You also have to deliver content that adds value to their lives, or else it will be useless to them.
4) Align your content with your content marketing objectives.
To have a successful content marketing strategy, you need to have KPIs. What do you want to consumers to do after reading your content? How do you measure the success of your content? Once you have settled on your content marketing objectives and goals, you can create a native ad that guides your consumers toward achieving said goals.
If your goal is to create the content that drives results, consider adding native advertising to your content marketing strategy. This article shows that with a native advertisement, you can address the issues that come with content distribution. You can also expand your reaches, and your consumers won’t miss your message.
Also read: 8 Proven Ways to Ensure Success with Billboard Advertising