Publishers Must Help Brands Understand That They Have Stories to Tell

Publishers have to help brands understand that they have stories to tell that will create value even though they're not hard sells.
brands stories

What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?

We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets which was recorded at Native Advertising DAYS 2016. Book your ticket now for this year’s conference.

Today with Melanie Deziel, Branded Content Consultant and Founder of the Overlap League. Melanie Deziel is an award-winning content strategist who was the first Editor of Branded Content at The New York Times, where she conceived of and wrote in-depth pieces sponsored by advertisers, including the “Women Inmates” piece created in partnership with Netflix for ‘Orange Is The New Black’.

The secret to good native advertising…
“The secret is to be authentic. We all have so many choices for what we can consume and no one wants to read content that they feel is trying too hard or clearly trying to sell me on something or accomplish some objectives. So the secret to actually creating content that works is to just be honest, and be transparent, and create content that you actually want, to put out a good story.”

The biggest challenge for native advertising…
“The biggest challenge in native advertising from the publishing side is helping brands to understand that they do have stories to tell. They’re so used to talking about themselves, so used to talking about their products, and their pricing, and their flavors, or whatever else, that they forget that there are authentic stories from their employees and from their customers.

Brands are not used to getting outside their comfort zone and being honest and transparent with their audience. So the biggest challenge is helping them walk over that line to create content that maybe isn’t such a hard sell but is really going to resonate with their audience.”

The future of native advertising…
“The future of native advertising is looking bright I think. Over the last few year, we’ve proved that storytelling is still important, that readers still value it, and that it’s a real way for publishers to add new revenue to their bottom line and all three of those things are important. So while it may evolve and we may see new formats emerging and new players rising to the top, I think we’re going to see a lot more brand storytelling in the future.”

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