By: Thomas R. Reich PhD
Many creatable publications have been confusing Content Marketing and Native Advertising. Content Marketing Success is a strategy of creating an authority site, one that your company or organization owns and builds. This authority site is directed to one specific master topic and covers all aspects of that topic.
Content Marketing Success is about owning the equivalent of a boutique news outlet for one area of expertise. That could be a particular issue for nonprofits, a specific product or product line for business or everything there is to know about a service, such as air-conditioning or trash removal.
To achieve content marketing success, your growing authority site must have a growing audience that uses your website as an authority site. When prospects use your website for information on your product, service or cause, they have a much higher percentage of becoming customers. This is content marketing success, but how do you get prospects to your authority site?
We have discussed on this blog site, many ways to attract prospects to your website in order to achieve content marketing success; social media, social sharing, SEO & SEM and networking.
There is another method that is potentially very useful in your goals for content marketing success. Native Advertising can drive readers from another authority site to your website and help increase your followers and readers in the process.
Native Advertising is a different kind of advertising that is gaining steam in many markets. Native advertising is a type of long form advertising that is placed on media sites, publications and popular websites. An example would be an article about cleaning up the environment placed in National Geographic, but is actually a paid advertisement by BP Oil.
There are 3 basic types of Native Advertising:
- A Directly Paid Opportunity: Native advertising is literally “Pay to Play” so if an article can be placed in a publication or website by paying for its placement in that media, it is Native Advertising.
- The Content is Information Based: The information contained in the space available to the advertiser is useful, interesting and highly targeted to the specific readership of that publication. This article is not an advertisement promoting the company’s product or service directly to be considered Native Advertising.
- The Article Appears to be Part of the Media: To be considered Native Advertising, the “ad” cannot disrupt the experience of reading the publication or website; it must seem natural that the article is in the natural flow of material in that media.
The idea of native advertising in regards to having a content marketing success is not to disrupt the user experience within another media domain and to offer information that is somewhat helpful and similar to the other information contained on that media outlet. You hope that your product, service or cause will be engaged at a higher rate than say a banner ad on a similar website or publication.
The native advertisement should be designed to inspire interest and facilitate passage back to an authority site on similar subjects and interests of the reader (your authority website). When they freely link over to your website you have opened the doorway to content marketing success.
Here are some current facts and figures on native advertising and their use in content marketing success stories:
- 62% of publishers and media companies offer some kind of native advertising program for their publications.
- 66% of major brands create some kind of content for native advertising programs. In some cases the publications and media outlets help make the article flow with their own material as part of their advertising offering.
- 65% of native advertising is done through sponsored blog posts on authority websites.
- 63% of native advertising is in the form of sponsored articles in publications and media outlets.
- 56% of native advertising is done in the form of Facebook sponsored updates.
- Google and Bing pay per click are a form of native advertising that is accessible to small business much more readily.
5 Ways Native Advertising can Work Towards Content Marketing Success
- Native advertising is a great way to attract targeted prospects for your authority site from a larger more established audience that exists in another targeted media outlet.
- By actually linking back to native advertising you build credibility for your authority site’s views, showing it to exist within another respected media outlet. This really adds to content marketing success
- The Native Advertisement within the media outlet you have placed is another source of prospects for your product, service or cause as generated from that media outlet.
- Often a celebrity will be more willing to endorse a product or talk positively about it in an article appearing in say, Wall Street Journal or WIRED than they may have been to do the same article or endorsement on your website. Why? Simple, for the same reason you would go to the time and expense of placing a native advertising campaign, exposure to a larger audience.
- Finally, you know you have major content marketing success when you receive offers to place native advertising on you fully established authority site.
For more on Content Marketing Success and building an authority website, please have a look at our other blogs on the subject: