Content Marketing Vs. Native Advertising

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Telling the difference between Content Marketing and Native Advertising may not be easy. Here is a summary of key differences that can help you understand how to choose the approach that is right for your brand.

For Content Marketing the goals are throughout the marketing funnel right from generating awareness to increasing conversions. For native advertising the awareness goal is of paramount importance.

Content Marketing

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Content Marketing deals with bringing informative, educational or entertaining content to users in the format that helps brands change perception, create awareness or increasing conversions in a way that content answers the queries of customers.

Content Marketing is also seen as a tool for optimizing content for Search Engines to improve your site’s page rank.

As a marketing strategy Content Marketing, provides long term sustainable value for clients where KPIs are linked to number of leads, shares and high quality links.

Content Marketing targets different audience personas with a story telling approach designed to answer specific queries.

Native Advertising

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Native Advertising follows the natural form and function of the user experience, characterized by special ad format. They follow the editorial guidelines of the publication, to make the brand content seem like an editorial.

Designed to look like the editorial content they appear in the users direct reading flow and do not disrupt the user experience.

Designed for the native flow the ads are labeled  as “sponsored” or “ad”. The ads tend to be more persuasive as users are more open to messaging that follows the form of editorial content.

Though Content Marketing and Native Advertising deal with similar goals of awareness generation, according to Social Times, “It’s important to note that the goals for content marketing and native advertising are very different. While both want to increase brand awareness, content marketing is also intended to drive conversions. This bears out in the key performance metrics as well: The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.”

To see examples of Native Advertising, click here.

For Content Marketing Innovations, click here.

 

 

Ten Steps For Influencer Content Marketing Campaign

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Priming your content for the Omnichannel customer requires marketers to map out all possible content marketing touch-points and points of Influence for your audience. Influencer Marketing as seen from data shared by Tomoson is seen as one of the most effective Content tacticfor online customer acquisition.

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Your influencer marketing campaign requires a strategic view of programs and channels that work for you. According to eMarketer research has shown Influencer Marketing campaigns provide an average value of USD 6 across categories and for certain categories value can be as high as USD 14 for every dollar spent on Influencer marketing. The lead channels for Influencer marketing identified by Tomoson are Blogs, Facebook, YouTube, Instagram and Twitter.

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Influencer Marketing is all about making Brand Content interesting for the user. The engagement of Influencer content is based on the interest of the user for the context that you are engaging the user with.

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Ten Steps For Influencer Content marketing Campaign
Define your Influencer Content Marketing Campaign Goal

Some if the content marketing goals are in the Infographic below. The goals can vary from awareness, creating preference, increasing brand affinity, engagement or brand loyalty. The campaign goals can help you arrive at specific objectives such as reach, follower and fans growth, shares on social media, posts, conversions and referrals.

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Identify the Context that Resonates With Your Audience

Influencer Content that is contextual is likely to resonate better. Influencers that are pertinent for the core brand value proposition can make your posts more engaging with a higher likelihood of being discovered. Start with identifying broad level interest groups such as Sports, Music, Automotive, Reading, Equestrian, Eating-out. To identify broad interest clusters, it is important to look at the customer journey and top mentioned keywords for your lookalike audiences on social networks and your existing customers.

Once the context and top interests are known you can go with possible influencers and their rankings for different channels.

Decide The Influencer Marketing Campaign Design

Zero in on the campaign design depending on your campaign goals. With the campaign goal that is built around acquisition and awareness, a campaign design that builds in offers featuring influencers is likely to work better. For campaigns that are targeting audiences with a campaign that build brand preference then a campaign design that uses influencers for endorsement with testimonials is likely to work better. Targeting audiences with broad -based campaign designs that do not require purchases a campaign featuring influencers that are relevant within the context can build awareness and increase participation as seen for McDonald’s and NFL GameTime Gold Sweepstakes.

Choose The Content marketing Channels

You may choose to go with more than one content channel i.e., you may use a blog or publisher network influencer program in cohesion with more than one social media channel i.e. Instagram or Facebook. While certain Influencer campaigns perform better on one channel for a category another set of Influencers on a different channel may work for another category. The channels and platforms that are likely to generate maximum trust and at the same time engage users better for your category are likely to get the best impact for your campaign.

Martha Stewart is an influencer for The Home Depot and features exclusive tips on all that is required to designing interiors and making your living spaces state-of-the-art with a link on Martha Stewart Living.

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Another Influencer post on Instagram featuring products from Beauty care works with an assorted collection that lets users choose the right products from an assortment that is right for the season.

Influencer Content Marketing Tactics

Influencer Content Marketing Tactics require that the brand messaging and content marketing impact gets amplified. A social media post from an influencer that gets amplified across other networks is likely to create greater impact for your campaign. An Influencer campaign has a greater amplification campaign that is intrinsic to the Influencer equity. Choosing the right tactic requires Influencer campaign to leverage the equity associated with the Influencer by way of messaging and content. One of the tactics could be co-promotion as seen for Under Armour and HTC campaign for UA HealthBox.

Influencer Content Marketing Content Formats

Decide on the Content formats that are likely to work for your campaigns. You can choose from different formats such as long form posts, Video haul, product catalogs or Instagram posts that provide sneak previews or a featured digital property.

Decide on Campaign Discovery keywords

As Influencers build on the affinity for your brand, for your influencer campaign to be amplified, it is critical that you go with Keywords that will get your campaign discovered by target audiences. Content Amplification that takes place through post sharing is correlated with referral links according to a BuzzSumo study. For your influencer marketing content to be amplified, keywords for targeting should be matched to search queries for the target audience. Depending on the channel that you choose for your Influencer campaign and the design, you can build on campaign effectiveness by articulating the search keywords.

Advertise Your Influencer Marketing Campaign

It is important that you promote your Influencer Marketing campaign with Native Advertising formats so that your content appears seamlessly integrated with the users viewing experience. Publisher posts can help you achieve your reach goals for Influencer campaigns. Search Engine Marketing can be another way for your campaign to be discovered.

Promote The Influencer Marketing Campaign Outcomes

For an Influencer marketing campaign based on interactions, promote any outcomes for amplification such as winners of giveaways and contests.

Key Measurement Metrics

Develop a performance measurement metric grid that measures campaign performance for the different objectives.

 

Home Depot Makes All November Black Friday

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Hero-4-Indoor-Holiday-Decor-rev-2BFThe Home Depot is the world’s largest home improvement specialty retailer, with 2,272 retail stores has launched its Black Friday Price Promotion from November 4 till December 2 2015, saving customers 40 percent on appliances purchases.

For the Festive season, The Home Depot has a repertoire of content marketing posts on a blog that engages the shoppers for Christmas decor with unique home decor ideas. Holiday ideas are prominently featured on the brand’s site within DIY Projects and Ideas, making it easier for customers to navigate to the shoppable product feed, that give the prices.

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The online customer experience created by home improvement specialty retailer lets users decide on the ideas with ease of navigation that can be sorted for a price range, Brand as well as ratings, making it easier for audiences to decide.

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The Home depot blog features Top Pinned Products that are linked to product pages, helping audiences discover the best-selling and recommended products in a single-click, where customers can choose to zoom in and know more about the product specs.

The Style Challenge section gives home decorating ides for Holiday shopping and DIY content.

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The Home Depot offers eGift Cards making the gifting more personalized with options to add photo and Video.

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Ten Content Marketing Tactics For Mobile Consumer Engagement

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With nearly 50 percent of visits for the Top Hundred Digital  properties being Mobile Only, Content Marketing for the Younger audiences requires  Mobile Only Content Approach.

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Entertainment and Social are the most viewed content category by the mobile audiences. For publishers  in the entertainment vertical, reaching the mobile consumer with Apps can prove to bring a positive revenue stream both with paid for subscription and app monetization revenue. Page Posts with Links and Video on Facebook are some of the more popular formats for engaging mobile users, here are a few examples of brand posts that are ideal for mobile consumer engagement.
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