By Zac Johnson
When it comes to content marketing, it’s not just about creating the best content for your audience, it’s also about knowing how to get it in front of the right people. Sure, you can upload the content to your website or blog and share it with your social media followers… but that’s only reaching an audience that you already have in place.
One of the most effective ways to create content and get it in front of the right audience is through the use of native advertising.
While you may not have heard the term “native advertising” too often, you’ve definitely seen it being used across some of the most popular websites and blogs on the internet. Nearly every time you visit a site that has those “recommended” articles and resources with the eye-catching images and headlines, that’s native advertising at work.
In this article, we are going to highlight some of the key points of content creation and native advertising — while also giving you some pointers on how to see the best results for your own website, brand or business.
What is Content Marketing and Why Does it Work?
The concept of content marketing is quite simple. For existing brands and businesses online, it’s all about creating content for a target audience that you can distribute across the internet in different mediums and platforms. While the core focus of all content is to always provide value for the end user, another key component of content marketing is to make sure you have a monetization play within your content as well. This is especially true when pushing advertising dollars into the promotion of your content.
In addition to content creation being there to help your audience find what they need, it’s also about giving your audience a reason to put trust within your brand as well. A good example of this would be if you were to recommend or provide a review on a service or product your audience was looking to buy. If you provided them with value in their buying decision process, they would likely repeat and buy from your site again.
As reported by OutBrain within their content marketing resources page, “the medium people tend to trust (or like) the least is text ads, specifically on mobile, where 65% of digital marketing is being consumed.“. However, “editorial content outranked ads on TV, radio and billboards“… which is a perfect example of how content marketing should be used to promote and sell products/services versus just using straight advertising.
With the concept of content marketing now covered, let’s take a look at how native advertising had changed the way brands promote their content, while also reaching new audiences around the world.
How Native Advertising is Changing the World of Content Marketing
As mentioned earlier, if you haven’t heard of native advertising before, you’ve likely already seen numerous examples of it online already. At the same time, it’s very likely that you’ve also clicked on native advertising ads and maybe even purchase something or performed an action as a result of it.
How native advertising works is simple. Independent ad networks have solidified advertising deals with some of the largest brands and websites on the internet today. To help generate revenue and fill content space on these sites, native advertising is used to show “relevant paid content” to audiences (usually after they are done reading an article).
You can see an example of this if you were to visit CNN Money and then scroll down after the article is completed.
Since most readers will leave a site after they’ve read an article, it makes perfect sense for the site owner, advertiser, and user to have additional content provided. In most cases, this content is related to the article niche that was just read, then end user or is generic in topic, but also very eye-catching at the same time. You can see examples of each of these content creation and advertising methods through the screenshot above.
The benefit of content marketing and native advertising works for everyone:
- The site owner generates revenue from ads being served
- The native ad network generates money from the advertiser
- The advertiser reaches new audiences and gets great exposure
- The end user is constantly given a never ending supply of fresh content
With all of this in mind, you can see how content marketing and native advertising is quickly changing the way traditional advertising takes place online. It’s no longer about simply creating content for your audience, now it’s about having a monetization play in place, then pushing some ad dollars behind it to get the massive exposure and response you’ve always been looking for.
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