The Do’s and Don’ts of Native Advertising презентация

content strategies breed engagement and not mistrust

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dollar signs and lose sight of what's truly important maintaining editorial integrity.

work in news outlets, it has to resemble real news. Ensure everything is done as authentically as possible and develop content creation methods that allow the publication to retain its tone and integrity. Consumers want to engage with content that educates no matter the underlying motives.

can result in lack of trust from the audience. The more skeptical readers become with regard to the content they consume, the more likely publishers risk compromising or losing audience trust.

loss of readership. Publishers must implement rigorous review processes to guarantee content aligns with editorial quality throughout the publication.

creating content that provides information and facilitates dialogue, for audiences are no longer as receptive to one-way selling propositions.

sponsored content must be relevant, transparent, trustworthy, and valuable. Only then will paid media transcend old and new ways of advertising. Publishers should also limit the amount of native content that appears each week or month to avoid alienating audiences.

content doesn't align with the publication's usual voice, readers defect, for they lose trust in the publication and lack interest in the content. Make sure native advertising matches the publication’s usual editorial style.

change, sponsors and publishers will have to alter their strategies in order to sustain relevancy and engagement. Sponsors will need to monitor audience preferences and behaviors in order to provide content that continuously educates and delights.

when consumers embrace the content, as paid media operates under an "opt-in" mentality. Audiences must obtain value that they could not gain elsewhere. Therefore, instead of producing sponsored content with the intention of increasing brand engagement and awareness, advertisers must first verify the KPIs that will drive desired actions so they may achieve their end goals.

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