There’s a misconception in the market that writing a great piece of Content is enough. However, a lot of Content that gets churned by timeless writers fail to see the dawn of the day. Hence, it’s a myth of creating an original and valuable piece of Content only. There is more in the picture.
“Content is king, but distribution is queen, and she wears the pants. It’s not nearly enough to create a good piece of Content.” – Jonathan Perelman, former BuzzFeed Vice President
Don’t stop your juggernaut with content writing. Add some more fuel to it and drive it forward diligently to connect with the niche audience and catch their attention, without much selling yourself.
Marketing means to think beyond your channels. Suppose you have a Facebook business page with 10k followers. If you know Facebook’s policies of showing posts to your followers, you will see less engagement.
Less engagement has become a common factor on Facebook because you have to lose your pockets to reach a wider audience. Coming out from your owned channels, doing guest posting on other reputed channels, getting back-links from top publishing sites etc. This is how you come out from your rock. That’s how you expose your Content to the world.
Editors of Marketing Departments at Buzz Feed also recommend pushing the posts on Facebook by spending a wee bit of money. Since SMBs are strictly limited on their budget, it’s hard for them to run paid campaigns on Fb or any other social media campaigns’.
Right now, native advertising has become one of the hottest trends. Companies are trying to adapt to the marketing cycle because it brings some great business insights and connects the potential buyers with the business.
Present Scenario
The digital world is changing rapidly, welcoming innovation and software on the market. Software such as ad-blocker is broadly and heavily used by nearly 200 million people around the world. That’s an outrageous figure to media companies who charge a hefty amount for displaying ads and to companies who pay to get their ads watched. Besides that, more than half of the ads are going unseen on the digital platform. Imagine the frustration of the publishers, the companies etc.
If you have the basic knowledge of economics, then you understand the relationship between supply and demand. The market runs on this very idea and foundation laid by the experts hundreds of years ago.
A business only gets successful when the demand is more than the supply, or the market has the equilibrium. If you are producing Content after Content and have fewer people to consume it, why are you even wasting time producing it for the first time? Why not focus on creating marketing ideas to market those pieces of Content.
BuzzFeed produces 300-500 articles a day. That’s too much of Content, but for a media company, it’s not much. They are widely known in different domains. They carefully construct their articles and experiment on different things before producing a large quantity of Content or Content series in a particular category.
The landscape has become completely cluttered. Even a solid content creation strategy isn’t working for every organization. To some, it’s working, and to some, it’s not. Moreover, out of 77% of people doing content marketing, 37% of people have no idea about what content marketing is all about. That’s a freaky fact, but it’s true enough to digest because Google has published this in its report on Small Businesses.
Introducing Native into Content Marketing
Bringing native marketing into the existing marketing model can solve lots of problems of content marketers. It’s no hidden truth about even great Content going unused or unconsumed; the association with native marketing is doing wonders and solidifying the reach of the Content.
Stop putting native marketing into isolation, and start embracing the fact that it brings fruitful results to the business.
Gone are the days when native advertising was considered as the paid advertising type to amplify the content reach. Nowadays, customers are content savvy and easily differentiate between good and bad Content. Native’s paid media status has become saturated because it now emphasizes the importance and quality of Content to perform in economic metrics and engage the audience for better business growth.
For instance, you have to answer why a person with fewer budgets can go for WordPress development than going to Laravel or Magento development. Most people who don’t tech-savvy but want to have a solid platform for their business don’t know the difference. The series of articles can provide those insights about the difference and can help them pick the one that services then the best.
This way, you are not force-feeding anyone, and still selling the services through influence. Most content marketers or marketing experts fail at is; they fail to identify what their customers want. They keep baiting them like there’s no one in the world other than them.
Reach Your Niche Audience Prior Content Creation
That might look absurd to you at first glance, but it’s quite a clever thing to do. The best thing to make better notes is to track your rivals. Invade the comments section and see what people are commenting on and or talking about. Understand their pain and come with solutions.
If you are sick, you go to a doctor for the treatment because there is no other way to get healed. If the doctor fails to treat your wounds or sickness, you hop to another one. You do this until you don’t get healed. Isn’t it? It’s simple, and it should be applied to the marketing terms.
When Steve Jobs introduced the first iPhone to the world, he knew what the world is missing and what can be a revolutionary product in the market. The already established giants such as Nokia and Blackberry failed tremendously to study the market and were doomed. Apple rightly sensed the needs and offered perfect solutions to the problem.
Before iPhones, society saw Blackberry phones as the status symbol, but touch screens were missing out from the phones. People needed change, and Steve Jobs sensed it. His perfect execution of the strategy made Apple, Inc., the most valued brand in the world, and the company is still maintaining its place for the last many years.
Hence, it’s always a better idea to do research, find a solution before investing in content creation. The groundwork will help in content creation and advertising because you won’t need to discuss your niche audience anymore. You will know where they are and how to reach them.
Scribble Live did a survey and created a beautiful infographic that offers insights about the market and can be used as a powerful tool in native advertising.
Image: ScribbleLive
The survey also indicated that people love reading or consuming Content from branded companies, not from traditional publishing houses. This makes the room to creating more Content. Hence, be very careful about content creation and regard quality as the utmost priority during content creation. It will blend will native advertising and break the shell of limited owned channels to extend post’s reach and add more loyal followers with the brand.
Image: ScribbleLive
Native Advertising allows A/B Testing for Perfect outcome
There are many technologies available on the internet that simply helps you to find the weak area in your titles, images, and other content components.
One such powerful content strategy is about A/B testing that allows you to reach a conclusive decision and take a route forward from there.
For that, you had to carry extensive research
You have to grasp the publisher inside and out to ensure everything runs smoothly.
To help you with that, here are a few questions to answer:
- Which target market are you dealing in?
- What kind of themes and subjects do they cover?
- To what kind of Content does the audience responds to?
- What type of editorial style are they using?
And so line up your Content accordingly.
You would want to build your Content on it once you have a solid understanding of the publisher’s site.
Keep in mind that Internet users today are incredibly adept at sniffing out and dodging promotional Content.
That is why so popular is the native advertising.
It can get click-through rates (CTRs) much higher than the standard display ads.
Image: Search EngineWatch
How to do so?
It is pretty simple.
Build high-quality content that matches the publisher’s, based on the research you’ve done.
Their average visitor is interested in centring it on a topic and styling it accordingly.
Only treat it as though you are a guest-posting, bearing in mind that it is important that your Content conforms to the style and guidelines of the publisher.