CONTENT Marketing Ideas

Using Native Advertising To Promote Your Content

December 23, 2019|Content Marketing, Digital Marketing

Native advertising can promote your product, service, or brand to an audience that might not usually pay attention to traditional display ads. This is becoming more attractive as an increasing number of people are tuning out or ignoring traditional display advertising altogether. Done correctly, native advertising can overcome ad fatigue and create genuine digital engagement. That engagement can lead to more people viewing your content, which, as part of an inbound marketing strategy can lead to more clicks, leads, sales, and revenue. However, used incorrectly, it can be seen as an intrusion by your potential customers. Even worse, it could lead to a loss of trust among the very people you are trying to reach.

What is Native Advertising?

Native advertising is different than standard display advertising in that it is designed to fit in with the look and feel of the site on which it is placed. Whether the ads are on a news or entertainment site or show up in a social media feed, they look virtually the same as the rest of the content on the page. This is what makes them powerful since they don't look like advertising. But, this can also make them seem deceptive to some.

There are some basic concepts that will help you get the most out of native advertising without accidentally alienating potential customers.

Consider Your Content

Native advertising requires an "audience first" mentality, and that means content that provides value to the readers. Native advertising needs to be more than ad copy, and it should never be click-bait. Offer content that readers want, and they won't be concerned whether or not it is sponsored content. Of course, you can use the opportunity to promote your product, service, or brand, but don't start there. Start by offering something people will be glad they clicked on.

Consider the Context

Think about where your native advertising will appear. For it to work correctly, it needs to match the look, feel, and tone of the site. One of the unique characteristics of native advertising is that, unlike display ads, it is not disruptive. It blends in and flows like the rest of the content. So, be sure that your content doesn't feel like it is disruptive. This also relates to the subject and copy. Think about this question: Does this look like something a consumer of this site would like to read about or view, even if they knew it was sponsored?

Be Transparent

There is a clear line between native advertising that is effective and that which is deceptive. The Federal Trade Commission (FTC) and the Interactive Advertising Bureau (IAB) have created regulations and guidelines to help protect consumers from misleading advertising practices. You will want to pay attention and follow these rules not just to stay out of trouble but also to keep from alienating potential customers.

Follow these basic guidelines to create a native advertising strategy that will help cut through the clutter, get your content noticed, and bring more customers to your business.