5 keys to native advertising
Native advertising is as interesting to read as the news articles surrounding it. The value of native advertising is that it doesn’t interrupt the user experience. Here are five keys to making sure native isn’t disrupting your user experience.
Key 1: Content is for the audience
Native advertising is content that appeals to your audience. The way to do that is to create content that is as worth reading as the news articles your audience comes to the website to read. Does anyone really read articles like “Best new place for all your shopping needs”? Based on page views, not really.
Key 2: Content is mixed with news
If a native ad is as worth reading as the news, then the articles should be mixed together on your website. That way, the native advertising is in a place the audience looks. The worst thing you can do is create amazing content and then hide it by making it stick out, like a banner ad. Make good content and put it where your audience can see it.
Key 3: Content is formatted like a news article
Just because a native ad is sponsored doesn’t mean it should scream ADVERTISEMENT. You’ll see more audience engagement if sponsored content looks like the news articles around it. The goal isn’t to mislead the audience but to trust the quality of the content and let the audience choose what they want to read.
Key 4: Content behaves like news articles
If native ads are mixed with and look like news articles, they should flow with news articles. For example, if news articles move down the page through a feed, then so should native ads.
Key 5: Content is clearly labeled
Not only is this a legal requirement, you will keep your audience’s trust by clearly labeling native ads.
Following these 5 keys will improve how your native advertising performs.