But there are challenges as well and experimenting and allowing ‘trial and errors’ are important keys to succeeding, he says.
Native advertising is one of the elegant and scalable options to get one’s content marketing campaign in front of the right people.
Unsuccessful content marketing campaigns usually have one thing in common: overinvestment in content production and underinvestment in efforts for dissemination of the content.
In my experience, investments in getting proper amounts and quality of reach for the content of a content marketing campaign should outweigh the production efforts significantly.
Native advertising is one of the elegant and scalable options to get one’s content marketing campaign in front of the right people. We also observe that if content, instead of a specific transaction, is marketed via native advertising it works much better. So those two crafts are a really good combination.
How attractive native advertising is, strongly depends on the strategy of the content marketing campaign and its target audience.
What are the challenges when deciding on native advertising as a way of getting reach within content marketing campaigns?
In my opinion, native advertising is still a relatively young discipline as it is not broadly standardized yet. There are some native advertising opportunities that are easy to book and execute for agencies and clients. Think Outbrain, Taboola, or local champions like Ligatus.
But there are still a large number of native advertising opportunities that are a bit niche. They are difficult to know about and not easy to come by in an effective and standardized way.
So how attractive native advertising is, strongly depends on the strategy of the content marketing campaign and its target audience. If it is a campaign that targets audiences that are easy to reach via the easily available platforms, it is a perfect match.
I’d always recommend to experiment with a portion of the budget and allow “trial & error”.
How do you overcome these challenges?
Several things can help.
First, I’d always recommend to experiment with a portion of the budget and allow “trial & error” to deliver some accidental success.
Secondly, it helps if one of the parties involved in the project has some broader experience and has already tried and seen a few things here and there. So, at the moment I think it is smart to work with experienced agencies and consultants in the field. They usually learn faster as they work on different clients simultaneously and can, therefore, bridge the gap a bit faster.
Thirdly, I think it is advantageous if the native advertising industry standardizes as much as possible so potential advertising clients can reach diverse and broad audiences as easy and simple as possible.
SEO is massively important for content marketing.
SEO is massively important for content marketing, as it should — over time — be the cheapest and most sustainable traffic source. It should be something that substitutes paid traffic sources after initial campaign boosts.
Native advertising usually has its strength exactly in that initial phase. Smartly executed native advertising can give interesting insights and ideas about which content to create and optimize, as it is very easy to test what the audience likes and embraces.
I hope and think we will have a consolidation of options on how to book native advertising in the future, so we end up having only a couple of dozens platforms and formats.
Standards will make native advertising more approachable for clients of all sizes and will, therefore, make this marketing craft prosper.
I’ll do my best to show tactical frameworks with everyday relevancy on the one hand, but also a lot of specific best practices cases on the other hand.
So my aspiration for the presentation is to give every listener two or three ideas of things they can take home and use to improve their marketing efforts.