The Truth About Creating High-Quality Native Content1

According to recent research, more than a third of media professionals worldwide feel that the task of creating quality content is the biggest barrier to native success. Native Content Is on the Rise Native content should serve as a valuable supplement to your marketing strategy. With the rise of social media platforms, native content is one of the best ways for brands to reach online consumers. It is so closely incorporated into outside websites that the user can hardly tell they are looking at a brand message. Designed to fit in with the natural flow of the publication. A great example of this concept occurred in a 2013 Mashable article titled “5 Heartwarming Stories That Prove Dog Is Man’s Best Friend,” sponsored by Purina. Look at this article titled “9 Things That Have Changed In The Last 20 Years.” One of the topics the piece covers is the evolution of cell phones. Getting into a successful pattern can require a good deal of collaboration with the publisher of your chosen platform. Try out several different publications to find one that melds well with your brand message and content creation style. Creating quality material is a great opportunity to help your brand stand out while fitting in.

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Marketers hope native content creation will seamlessly integrate their messaging with what consumers are already reading and watching on social channels. However, it is easier said than done. According to recent research, more than a third of media professionals worldwide feel that the task of creating quality content is the biggest barrier to native success. Here are a few things to keep in mind when designing your strategy.

Native Content Is on the Rise

Native content should serve as a valuable supplement to your marketing strategy. It has become one of the most popular areas of digital marketing for a number of reasons:

  1. Native content is a great alternative to display ads.
  2. It enhances user experience.
  3. With the rise of social media platforms, native content is one of the best ways for brands to reach online consumers.

According to a report by Dedicated Media, native content and advertising generate an 82 percent increase in brand lift.

The primary objective of native content is to convey brand messages organically, in a non-intrusive way. Success is based on relevancy, engagement, and shareability. Naturally, there is plenty room for evolution. Don’t expect to see this trend going away any time soon.

Native Content Shouldn’t Feel Like Advertising

Traditional forms of “interruption” marketing such as pop-up ads are proving to be ineffective. Last year alone, approximately 200 million people installed ad-blocking software worldwide to combat display ads. Developing quality content is the key to getting around ad-blocking programs.

The feel of stellar native content is fluid. It is so closely incorporated into outside websites that the user can hardly tell they are looking at a brand message. It should meet the following criteria:

  • Organically displayed on an external website.
  • Designed to fit in with the natural flow of the publication.
  • Curated for the target audience.

A great example of this concept occurred in a 2013 Mashable article titled “5 Heartwarming Stories That Prove Dog Is Man’s Best Friend,” sponsored by Purina.

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The title alone is enough to capture any dog lover’s eyes. The article is full of compelling stories that tug at the reader’s heart-strings without the slightest mention of Purina—or dog food, for that matter. The only time the actual brand is mentioned is in the topic listing at the bottom of the piece. As of today, that article has generated over 25 thousand shares and provided Purina with a considerable amount of traffic.

As of today, that article has generated over 25 thousand shares and provided Purina with a considerable amount of traffic.

If you want the same results, your message should be in the form of content indirectly related to your brand. For example, let’s say your brand sells winter clothing. Your goal is to bring awareness to the fact that the consumer “can stay warm while looking stylish.” Consider sponsoring an article titled something like “10 Reasons Why Winter Is the Best Season.” Pack the article full of feel-good facts and stories that make the reader want to go outside and build a snowman.

Creating content that encourages readers to go out and enjoy the cold weather will inevitably result in the need to bundle up for the conditions—in turn, creating demand for your product.

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