Content marketing and native advertising present advertisers with unique challenges. First, advertisers need to successfully create or identify engaging content.
After identifying content that appeals to a brand’s audience, the next task is developing a strategy to promote that content efficiently.
In this quick guide, I’ve put together six quick tips for advertisers, divided into two sections: Content Creation & Curation, and Content Amplification.
Success in content marketing begins with the creation of quality content.
Content Creation & Curation
Success in content marketing begins with the creation of quality content. It’s important that promoted articles and videos connect with an advertiser’s target market and draw engagement and ultimately improves users’ awareness and perception of the brand.
Here’s my top three tips for creating or identifying quality, engaging content worth promoting.
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1. Know your audience
Know your target audience or audiences and what they like. What problems are they trying to solve? What type of content would be valued by your target audience?
2. Know your business goals
Advertisers should set clear goals for what they want to achieve as a result of users engaging with the content they create. Content marketing best achieves the goals of generating brand awareness and demonstrating thought leadership - not immediate sales.
3. Create engaging content
Engaging content can excite, educate, or entertain visitors. Content should first appeal to readers or watchers at an emotional level, and ultimately strive to improve the user’s perception of the brand.
The next challenge is getting a brand’s target market to engage with it.
Content Amplification Through Native Advertising
After investing in the creation of quality content or identifying exemplary earned media worth promoting, the next challenge is getting a brand’s target market to engage with it.
Native advertising is a strategic extension of any content marketing plan and maximizes the value of both owned and earned content. I hope these tips help advertisers make the most of their native advertising budgets!
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1. Use compelling ad copy and images
While the content being promoted matters most, one shouldn’t overlook the value of good ad copy that drives users to click at a higher rate. Headlines should draw users’ interest and lead readers to ask a question.
Ad descriptions should be informative but not spoil the content of the article completely. Ad copy should not be over-branded to give the appearance of a traditional ad.
2. Judge success in terms of post-click engagement, not impressions or clicks
Measuring success in native advertising requires that we look beyond the click. Not at just how many impressions are viewed or clicked, but instead at how many users engage with the promoted content after clicking.
3. Advertise on a variety of exchanges to reach users across the web
Audiences spend their time across the web. Advertising on multiple exchanges is crucial in order to identify where a brand can most effectively engage with its audience. Native advertising platforms allow advertisers to access inventory from a variety of native ad exchanges.