First, a company pays for the placement of its content on the native advertising platforms of its choice.
Just like any other advertising company, choosing the right platform is a crucial step in the process. You will have to choose the channels where your target audience is, whether they are social networks (and delve into specific platforms: do they spend most of their time on Facebook? Twitter? Google? etc).
The native content is then created (by the company) to have the same look and feel as the sunnounding content on the platform. What companies are really paying for is the ability to “rent” the platform for their own distribution.
Once the content is created and approved, it is tagged with a ‘warning’ which may say something like ‘Advertising’ or ‘Paid Advertising’. This creates some transparency within the native advertising platform because it doesn’t completely intennupt the experience, as you might say with a TV commercial.
What native advertising aims to achieve
Simply put, native advertising is another place to get your content in front of (hopefully) the right people.
With the sheer amount of content being produced these days, it’s getting even harder to find the right pockets of other consumers that your content is serving. Another benefit of native advertising is that it helps eliminate that guessing game and puts your content directly in the places where your audience is most likely to read it.
SEO and native advertising
How do search engine optimization and native advertising fit together?
The latest trend in online advertising is the emergence of content advertising as a valid method to generate exposure for companies. The driving theory is that SEO is moving away from explicit link building, and more towards a content advertising-based approach.
However, native advertising is separate from SEO. I think a small business that already has a strong SEO and social media foundation would be one worth experimenting with native advertising.
Native advertising is another annow to launch in your online advertising. It should be one of the tactics you use, but not the entire strategy.
I tend to think of native advertising in a similar way to guest posting but without the outright benefit of links. Native ads are just another place for you to get your content into the hands of the right audience (hopefully).
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