Table of contents
Advertising continues to bring good results for any brand. However, it must be taken into account that it has evolved and, thanks to this, the results bc data vietnam package obtained can be increasingly greater.
Native advertising is an evolution of traditional advertising, which enables a much greater response from consumers exposed to this type of commercial advertising.
Today, the way we consume is changing. This is why marketing and advertising must reinvent themselves so that they can keep up with these changes and obtain ever greater results.
It is within this context that content marketing and native advertising emerge, concepts that are related to each other and whose main objective is to reach consumers in a non-invasive way. Do you want to know more? Then you will like this article.
What is native advertising?
Native advertising is paid advertising content that is naturally integrated into the environment where it is presented.
Even though native ads are embedded naturally within content, they make it clear to consumers that they are paying for ads.
Despite this, consumers prefer this type of advertising compared to TV commercials or YouTube video ads, as it is less invasive and the content is relevant to their interests.
New Call-to-action
It is important to note that when doing native advertising, for ethical reasons, it should always be made clear that this type of advertising is sponsored . But don't worry, this is not the reason why it will lose its acceptance.
Consumers often complain about the excess of traditional advertising, as they get bored of always seeing the same ads, which is not the case with native advertising.
What examples are there of its application?
There are currently several examples of native advertising, and it is a fact that you must have already seen some of them at some point when you have been browsing the Internet.
Look at these examples:
Facebook Ads
Facebook Ads is the advertising distributed by the social media giant.
Facebook displays its ads within the News Feed, mixing them with updates from the profiles you follow. Of course, it always emphasizes that they are sponsored ads, but it takes into account the user's interests, showing them ads with interesting content for them.
what-is-native-advertising-and-what-does-it-have-to-do-with-content-marketing
Paid Posts from The New York Times
Paid articles from The New York Times are an excellent example of native advertising. The well-known digital newspaper has a section called Paid Posts, in which any company can buy a space and write an interesting article for the user for commercial purposes.
A specific example of native advertising at The New York Times is this sponsored content from Shell . This rich content brings together various formats to grab the audience’s attention. It mixes text, video, infographics and images to deliver the right information to the user.
Starbucks at The Onion
The Onion is an American satirical news website. It features articles about real and fictional events in a satirical tone. The famous Starbucks chain got into this trend and created articles in the same tone to promote itself on this website.
There are various pieces of content , some of them black humour, published in The Onion. A good example in which the coffee chain has adapted its tone and language to blend in with the rest of the content on this website.
Google Ads
Google Ads, formerly known as Google Adwords, also takes advantage of the benefits of native advertising in the way it advertises paid ads. On the familiar search engine page, you’ll notice that the first few ads have a little box on the left with the word “ad” in it. This indicates sponsored ad results.
For example, when you search for a service like “English course” for example, the first ad results will be for sponsored courses in your region or online, then it will show you the organic results.
We must consider that this form of advertising has brought excellent financial results to Google, since Google Ads is the largest source of income for this giant.
Master in Commerce
The Peruvian newspaper El Comercio has opened a section of its website for the content of “Build Well,” a platform from the Maestro brand, specialized in construction materials, to share useful content for construction focused on risk prevention. For example, how to reinforce a home against rain or how to build schools resistant to natural attacks.
This section of the newspaper has native content with the look and feel of the sponsoring brand. However, it redirects to Maestro's Construye bien page through promotional banners and internal links in the content, making clear its commercial relationship with the brand.
What is native advertising and what does it have to do with content marketing? 1 (1)
How does it relate to Content Marketing?
In some cases, the concept of native advertising is confused with content marketing. Despite their relationship, these two concepts are different.
We have already seen that native advertising is advertising that is fully integrated with the medium where it is inserted, however, it always makes it clear that it is commercial content . This integration allows native advertising to please the consumer because it addresses something of interest to them.
Content marketing, despite addressing issues of interest to users, does not aim to sell them anything immediately, unlike native advertising.
Content marketing seeks to attract users with valuable and educational content so that if they decide to purchase a product, they will remember a certain brand.
This type of marketing seeks to attract the consumer to the product, service or brand without the direct purpose of selling. However, this content is aimed at users who may become future consumers of the business.
To do content marketing effectively, it is necessary to understand and know your ideal customer, better known as a buyer persona. This way, the content created can be made in a more personalized way for the future customer.
Another important point is the marketing funnel, and for this, the customer journey must be considered. For content marketing to work, it must follow a natural process.
First, the user is in the learning and discovery stage, here they need to consume content to learn how to solve their problem or need.
Next comes the stage where the user starts to consider the solution, including your business as an option.
And finally, there is the stage in which the user is determined to buy, and this is the time to do everything possible to make them decide on your brand.
If the user has gone through these 3 stages with your content, they will naturally decide on your brand, because at this point, you have already transmitted the confidence they needed and have demonstrated the authority of your business.
Native advertising combined with content marketing can bring significant results for your company. Together, these two strategies complement each other and help not only increase sales, but also create a powerful brand image.
what-is-native-advertising-and-what-does-it-have-to-do-with-content-marketing-2
What are the advantages of these two strategies?
These two strategies, which have been showing excellent results in recent times, promise to continue being trends in the coming years.
So, if you haven't started using them yet, don't be left behind and get ahead of your competition when it comes to marketing. To help you better understand what we're talking about, we'll show you some of their advantages.
There are some advantages in common to both strategies:
They generate brand awareness
We say that brand awareness has been generated when a brand is part of people's minds. A clear example is Coca-Cola, a product known by everyone that needs no introduction.
These two strategies generate brand awareness, since their online presence is frequent when a problem needs to be solved and addressed by your business.
They generate engagement
Both strategies generate engagement, meaning the commitment of the public. Content marketing helps the user to solve a need and native advertising reaches the user when he or she needs something that the brand can solve or in a non-invasive but constantly present way.
They bring authority
Both strategies bring authority to the brand: content marketing because it shows complete knowledge of the topic it addresses, and native advertising because it is inserted in a context that helps solve the user's needs.
They are easily measurable
It is possible to obtain metrics for both strategies easily. By analyzing the data generated by user interactions on the content, such as click and impression rates, we can clearly know the result of our strategies, which allows us to adapt the strategy to what brings us the best results.
