After the revelations in 2017/18 that fake news exists all over the internet, brands are going to have a really hard time creating native ads and smart content that actually works. With a more natural placement and formatting, native ads tend to get more exposure and more engagement than traditional banner ads … and are less annoying. The only problem is, native advertising requires a fundamentally different approach that capitalizes on the unique preferences of the people seeing the ads.
In 2018, we will see increased spending on native ads (placed through syndication apps like Outbrain or Google AdWords) as businesses strive to get their name in front of optimal target audience. But reaching those audiences is proving not to be enough. How do you deliver content that people actually need, and then relate it back to your product in a way that generates sales or donations? That’s the tricky part.
So, we should also see the rise of Smart Content for those ads, which gives the ability adapt to audience preferences using cookies and an in-depth understanding of targeting. That’s where we come in, to help you understand who your active audience is and what motivates them to complete an ask.
For now, let’s start with a list of what you should be thinking about in order to get your content marketing ready for the new year…
1. Know Why Your Audience is Online
People are browsing the internet to either learn, shop or waste time … how are you helping them to do that?
2. Have Something Original to Say
If you don’t have a piece of original content to share as part of your ad (or at the very least a sweet coupon offer) then its back to the drawing board for you.
3. Video Captures Attention Better than Images
This doesn’t have to be complicated or expensive. Just find the person in your office with the best phone, make sure you’re well lit, project loud and clear, and speak from the heart about your topic.
4. Time of Day Matters
Those analytics that Facebook and LinkedIn give you are actually useful, and can tell you when your audience is online and viewing your posts. Consider using those times to make big announcements or launch contests.
5. Are You a Reliable Source to Click
If your audience doesn’t hear from your regularly they may forget that they trust you when your ad comes around in the newsfeed. Plus, if you only sell to people they may mis-trust when your try to be an authority on a topic. It’s best to post regularly about a range of topics on your channels to keep them looking healthy for when you ask for the sale.
6. Don’t Forget to Let Your Audience “Pet The Kitty”
The internet is a lot of dark and heavy conversations these days, find ways to create content that lets your audience play and dream.