There is no disputing that content marketing is here to stay, thriving alongside its ally ‘Analytics’. Before we immerse ourselves into this new form of advertising it’s important to explicitly state the two are different from each other. Though there isn’t a single agreed definition on both these term but it’s closely described as follows:
is a type of disguised advertising
, usually online, that matches the form and function of the platform upon which it appears’.
is a strategic marketing
approach focused on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
The former is a strategy an all-encompassing approach to marketing while the latter is one of the many tools in a marketer’s arsenal.
This article is the 1st
of the 6-part series unleashing the power of native advertising. For far too long consumers have been taken for granted through interruptive and annoying pop-up ads, billboards, random TV commercials and what not. Native advertising is trying to change this by redefining adverting and showing how to value a customer in three different ways. The following techniques are not the only ways to do it right but they form good pillars to this subject.
- In-feed Advertising
This kind of advertising takes the form and shape of the organic news feed very subtly placed in the content well of the platform. Most of you must have seen it on social media platform such as twitter, Facebook and Instagram.
- Recommended Content
This is another great way to collaborate with publishers and place highly contextual content within the content well or at the bottom of an editorial story. This is usually made available through various platforms such Outbrain, Taboola and sharethrough. These platforms offer advertisers access to premium publishers with strong analytics to evaluate campaigns. It doesn’t necessarily mimic the appearance of the layout of the content and is measured on brand metrics usually CTR.
- Paid-Inclusion Ad
This one of the most controversial and expensive type of native advertising, touted as the one that erases the line between the ‘State & the Church. These are usually written in story form to match the surrounding content with links that keep the user engaged on the publisher’s website. Most often the content is jointly produced by collaborating with the editorial team of the publisher. The only difference between journalistic content and this kind of native advertising is that it uses words such as ‘Sponsored Content’ or ‘Promoted Content’ to inform the reader. Publications such as Forbes and Buzzfeed are notoriously famous for such ad placements.
Lastly, the native ad unit you chose largely depends on the goal you wish to achieve – mainly top of the funnel or Bottom-end and how you wish to measure the conversion. We’ll talk more about this in detail in my subsequent article.
Nikhil Savio is a Digital Marketer at Stratovate Group, a Branding & Strategy agency. He writes frequently on programmatic, AdTech and emerging digital platforms.