It’s not even 8AM and chances are you’ve already come in contact with some kind of native advertising.
We explained last week that native advertising (or sponsored content or content marketing) refers to articles designed to fit into the look and feel of the host medium. The difference between that and a piece of journalism is that native ads are commissioned or produced for a brand. You see these all the time on site like Buzzfeed — they look like the other articles, but with a subtle disclosure stating it was paid for by the brand.
As you might have already guessed, this movement isn’t making everyone happy (from journalists to everyday people who feel like they’ve been had). So where do we, a company that specializes in making brands more visible, stand on the issue of native advertising?
Well here’s the thing: We believe in brands creating their own content. Why? Because you should want to. Also, because your own content is a genuine extension of your company, your people, and your message. Whether it’s the CEO or a lowly intern, it matters that someone within the company is writing [or at least managing] the information that you disseminate. The average consumer can spot BS more easily than ever. They’re savvy and they expect more from businesses, especially in the way they advertise. There’s an element of “trickery” in native advertising and that doesn’t always gel with people.
When brands generate their own content online, they have the potential to create true connections with people. It’s meaningful experience for the company and the consumer. THAT BEING SAID, if your company lacks the time or talent to write online content, the next best thing is hiring a company (like us) to do it for you. We may or may not recommend a native strategy based on your audience and your needs, but we’ll start with content that’s as close to your voice as possible.