Some website owners interchange native advertising with content marketing; it is a common yet forgivable mistake because of the similarities between the two. However, they are more different than similar, the former is a way marketers distribute their content through a third-party, whether it is the New York Times or BuzzFeed. On the other hand, the latter focuses on owning a certain media platform, not renting it.
Native advertising isn’t exactly a new form of content marketing, it’s been around for a while and it’s about time you used it to gain competitive advantage.
Here’s how you do it:
Sponsoring Content through a Third-Party
A company that focuses on online marketing says the sharp decline in click-through rates of direct ads has made it more difficult for advertisers to sell their products and services. This resulted in marketers getting creative, when it comes to leveraging content for their products or services. They use sponsored content through third-party websites, whether it is a blog that has a substantial following in their niche or a popular news website.
You may have seen this type of content before wherein big publishing sites contain “editorial” content but have a promotional angle.
If sponsoring content isn’t your thing, you have the option to try recommendations engines such as Taboola and Outbrain, using these displays links to your content along with the main site’s recommendations. This is a sneaky way to drive traffic and increase the possibility of a conversion without directly advertising your products or services.
Advertising, But Not Really
More and more web users are blocking or deliberately avoiding advertisements on website, as shown by the dramatic drop in click-through rates of banner and other forms of ads on a website. You have to be creative when it comes to marketing your products or services without appearing pushy. Native advertising is one such way to sell, but in an indirect manner.