Native advertising is paid content that matches a publication’s editorial standards while meeting the audience’s expectations. But how do you effectively use native ads as the gateway to content marketing?
Different ways to use native advertising as the gateway to content marketing.
Sponsored Content is what a publisher creates and then a brand pays for. Single-sponsored content is when a brand buys all of the advertising space to ‘unclutter’ the environment. This can be someone buying all ad pages in a magazine. Buying up all ad time during a 30 minute episode. Or, in more print-friendly days, buying a chain of billboards all in a row. Online: a single sponsor buys all of the ad inventory on a website (or network of related websites) for a certain time period — a day, half a day, or even just an hour. Subway, for example, does this often on sports websites, usually timed to coincide with specific noteworthy events.
On Facebook, ‘Sponsored Posts’ show up within users news feeds. And on Twitter they are called ‘Promoted Tweets.’
Branded Content – The brand creates the content for the publisher.
Product Placement is when a brand will either pay or offer free items to a publisher in exchange for brand exposure.
I am sure you are very aware of product placement in movies and tv shows. Fed Ex in Tom Hanks ‘Cast Away’ is a pretty great use of product placement, the search for Twinkies in Zombieland, the Mini Coopers in The Italian Job, Beats by Dre in Jurassic World, and many, many more examples. Most people even seem to have their favorites.
But how does product placement work online? Take this Onion article for example, about Oreos and Holiday Recipes.
Did Oreo’s pay for this ad? Again, product placement is more about building brand awareness. There is no clear call to action. And surprisingly, the content is not surrounded by Canon banner ads.
In-feed Ads – these are typically displayed as ‘Recommended Content.’ All these links do is push you to content on other publishing sites, with a few commercial mixed in.
Examples of in-feed ads:
- How to lose those last 5 pounds in one week.
- What does your net worth say about how you will retire.
- Why the internet is going cray over this mattress.
- The highest paying cash back card just hit the market.
Google Text Ads
So where does content marketing fall when it comes to native advertising?
Native advertising and content marketing have the same goals. The only difference is that with content marketing the brand becomes the publisher. The brand creates content that informs, educates, or entertains. It’s how you build an audience that builds your business. Native advertising, therefore, is paid content that drives traffic to that content.
And for a final comparison, guest posting is non-paid content that drives traffic to the content on your domain.
Native Advertising as the Gateway to Content Marketing
Good native ads are content that’s about the reader, watcher, or listener. But ultimately there’s an actionable goal for the advertiser, like opt-in to get a free report from [New Business Name].”
Let us know if you have any questions or are looking for help with advertising, marketing and content ideas. Contact us Today!