According to a recent study undertaken by Copyblogger, only 3% of their readers have a strong understanding of native advertising. Considering how effective sponsored posts, Tweets, and other paid content can be, this figure is especially low. It is possible that many people use native advertising without really understanding that that’s what they are doing.
What Is Native Advertising?
Native advertising is the publishing of your content on other websites and other business pages. It typically requires payment for the publication, although earned publication, such as through guest blogging, may also be considered a form of native advertising.
Ambiguity arises from the term native. It doesn’t refer to advertising that is native on your own site, and nor does it necessarily refer to content that appears native on a corporate website. Native advertising may appear on corporate sites, blogs, news sites, and even on social media profiles and social networks belonging to other organisations and groups.
Examples Of Native Advertising
Sponsored blog posts are a form of native advertising. You write the post and you pay an authoritative site within a particular industry to publish that post. Sponsored Tweets, Buzzfeed articles, and even sponsored posts on the likes of Forbes and the New York Times websites are also native ads.
Native Advertising And Content Marketing
Content marketing not only includes the writing of content on your own site and blog, but the methods and strategies that you use to promote that content and drive traffic to it. Sponsored posts and other forms of native marketing can be highly effective when used in this way. You can create and publish highly relevant stories that are relevant to your own content, and then use sponsored posts to attract readers that you know have at least a passing interest in the topic.
Native ads can also prove highly effective for developing brand awareness. They have the appearance of content generated by the site or profile where they are published, and they offer you the chance to promote your brand, company name, or your own name. With enough of these posts, you will ensure that many potential readers see your brand. The more a person sees your brand, the more likely they will be to remember it and to call on it when they need the product or service that you offer.
Of course, native ads can also be used to direct traffic directly to the pages of your site. Sites like Forbes and New York Times attract massive visitor numbers, and even if you only manage to direct a small percentage of those visitors back to your own pages, this can still represent a decent amount of traffic for your pages.
Avoiding Search Engine Penalties
Google has clamped down on the use of native ads, especially guest blogging, as a means to generate links and improve search engine rankings. If a site is found to have published guest posts without using the “nofollow” attribute they may receive a penalty, and those sites that regularly and routinely benefit from guest posts may also find themselves slipping down the rankings. The key is to choose sponsored postings not for the link they might generate, but for the other benefits, and to ensure that links are not followed.
Avoiding Marketing Blindness
Web users have developed advertising blindness. We tend to ignore what we perceive as being banner ads and other forms of advertising. This means that advertisers need to be looking for different ways to get their message in front of prospects and leads. Native advertising does not appear to be an ad, at first glance anyway, and this means that it will enjoy decent exposure and good conversion rates.
Content Types You Can Utilise
The type of advertising, and the site on which it appears will determine the type of content that you can use as native advertising. Written content, such as blog posts, interviews, whitepapers, and even ebooks can be effective and so too can infographics, advertorials, videos, and podcasts. Base the type of content on the site on which it will be published, as well as the content that it will include, and then choose an appropriate and good quality website that will publish it, before utilising your social media profiles and your website to help further promote the content that you publish.
Branding Media can craft high quality written content in any form to assist in your content marketing and native advertising efforts. Contact us today to see how our professional news writing and article writing can help improve your marketing efforts.