In digital marketing, native advertising and sponsored content marketing attract different levels of ROI, reach, and engagement. With many companies relying on these techniques to gain visibility, some have experienced an overlap in their results due to failing to fuse the two together. The bar for digital marketing has been raised high and brands are using tools, partnerships, and smarter placements to attain meaningful customer engagement.
Understanding Native Advertising
Native ads are a buzzword in the marketing sphere. Typically, this is a type of advertising that strives to create contextual content that is more like editorial content and less like an ad. The goal is to create and distribute content that is click-worthy and shareable, resulting in an amplified reach and greater interaction with the audience. A company can implement different types of native ads such as paid search units, in-feed ads, recommendation widgets, promoted listings, custom ads, sponsored content, and online display units.
How to Work It Into Your Content Marketing
Admittedly, these two techniques share some similarities, but it is important to acknowledge that they are downright different techniques. The good news is that you can combine them to create a powerful distribution strategy for your content. Native advertising uses paid media to target an audience. This allows content marketers to extend their reach outside of the regular channels they use to share sponsored content. Also, it can be used to breathe new life into your old content, thus extending the lifecycle of your existing content. Native ads also support most of the targeting techniques, such as placement with relevant content a user is searching for, which is used in content marketing. This all helps businesses to improve their conversion rates on these pieces of content.
Getting Your Native Advertising Right From the First Point
Before jumping in, be aware of the few problematic areas that can be quite troublesome if not handled carefully. For example, failing to adhere to the FTC guidelines on the best practices could lead to a financial reprimand. Also, when using publishers, it is important to identify the correct ad placement areas that can easily resonate with your audience. In this case, the brand and publisher must ensure that the best practices are applied to target the core audience. Additionally, it is quite essential to match the right content with the right audience to reap the maximum benefits of your online advertising.
The essence of native advertising is to share content that meets the needs and interests of your audience. Whether it is sponsored content, a promoted tweet, or a featured video on YouTube, the focus is still similar to the one of a content marketing strategy. Following the best practices and engaging your audience in an impactful way is a surefire way to improve your ROI.