Do you remember the Chanel No. 5 commercial with Audrey Tautou? Beautiful picture, touching minute history, drama and denouement. And not a single word off-screen about how good a perfume is, what a famous house of Chanel. There seemed to be no advancement, but each dreamed of being in the actress’s place in this romantic story, and each wanted to seize the bottle of these fateful spirits.
The same story with the broadcast of the “Super Cup” on TV. There is allowed only premium content for the product, and for the “picture”. The main rule – the video should cause viewing pleasure. And this equals trust in the brand. The viewer feels in the euphoria of watching the match how cool those things that are advertised during the break.
That is why the chances of native advertising to get traffic is much more than a simple banner. The object of its influence are even those who have not thought about buying.
But this is content marketing, you argue. Yes and no.
What just did not happen in the last 10 years. For example, the digital ecosystem world has grown to incredible proportions. There are new needs and opportunities, as well as terms for their description. Today we will deal with two of them. Let’s figure it out right here and now:
Content marketing and native (natural) advertising What is the difference? What is more effective?
The first and main difference is coverage. Natural advertising involves a narrow channel for distribution, while content promotion includes a fairly wide application practice.
Some careless marketers continue to use both of these concepts interchangeably. They are worse. This definitely narrows their understanding of how each of these tools is used as effectively as possible. So,
Native advertising is an element of digital marketing, which is a simple and unobtrusive ad, which is valuable for a particular demographic group.
Performance Marketing fits well into the page structure and does not violate the overall concept. Here is the brightest example:
- Placing ads right between the text blocks. In this case, they are not knocked out by the meaning of the content. The material may look like an informational subsection and absolutely does not resemble a direct commercial offer. For example, read the article about Ilona Mask, and here the information “modern geniuses choose bacon” Khryusha “for their breakfasts to be nutritious, and the day to be productive.” Of course, the steeper your headline, the better.
Of course, it’s impossible to integrate content “into the theme” that is absolutely far from the subject of the site. Therefore, there is an unspoken rule:
Natural advancement should interact with the village and contain interesting and relevant information. Only in this way can the interaction work. Agree, when you read the blog about pumping cars, and here the information about the “best books” is not comme il faut. Well, more precisely, there is a chance that someone needs them right now, but it is very small. This is the trick of Performance and the difference from just content-marketing – it offers the right people interesting IM products to the moment. But this is a huge minus. Sometimes too diligent advertisers write material so covertly and insert it that the user does not immediately understand that this is a product, but when he goes to a resource, he spends time for familiarization, and understanding and disappointment come to him. Such people feel a little cheated. So the main thing here is not to overdo it.
How and where to be located?
Places for commercial advertising are similar to television or radio. They are abstracted from general content using a variety of labels, such as “as advertisements” or “content from a sponsor”. Designers have long understood that the main thing is not to annoy the reader, so they learned how to make the blocks creative and interesting.
To place your content on top sites use the following platforms:
- Yahoo Gemini
All of them are engaged in recommending links to the most viewed resources on the network and work on the principle of pay per click.
So, now it’s time to disassemble such an extensive concept as content marketing. He has always more long-term goals, more opportunities and ideas. Like his younger brother, he uses the Internet to disseminate information for the purpose of greater brand awareness. Similarly, it is focused on a narrow group of potential buyers. But he goes further and aims to establish a leadership position in the long-term period and eventually get a conversion and sales. This is not one good shot, but a minefield for Central Asia, which is part of the company’s strategy. This is a whole set of assets right away: videos, news, a blog (exactly as you are reading now), guides, and so on.
Another very important difference: content advertising, unlike natural advertising, uses its own platforms for promotion (website, log, page in social networks). Natural promotion occurs on paid platforms and the principle – pay and post or pay for each click.
That is why those who do not see the difference between these strategies do not use the main chip – one can be used for the other. Now we explain.
With the help of native promo, you can interest your target audience and get it to go to your personal content, which is paid for you and interesting for the user, to your personal content, which costs nothing, but is correctly configured for conversion.
Metrics show us that in terms of involvement, this tool is inferior to the native, but it increases the trust and interest of the brand. Most often, analytics show that the number of shareings, views of commercial content and the time spent on the page is much less.
That is why these species should go hand in hand: the first to lure, and the second to heat interest.
Of course, you have noticed that the methods described above have different goals and the possibilities of achieving them that are not equivalent in their methods and costs, but successful results of an advertising campaign are impossible without using them.
Of course, at first glance, natural marketing is more expensive, but any experienced marketer is familiar with the term banner blindness and how much the company pays for it. And if you are a regular user, then you can definitely name a couple of companies once or twice or three, whose annoying and intrusive promo annoys you so much that you want to close the site.
So you can find cheaper ways of promotion, while also putting a lot of money. As a brand, you do not need the state of frantic hatred from the client as a result? Or that your ad is not automatically noticed? It turns out that the “high cost” is controversial, if we evaluate the performance.