Did you click on this link because you were interested in this piece of content? I really hope so, but anyhow I got your attention. That’s really the first critical step in how to convert your native ads — getting the readers attention with an attractive image and an interesting title. Around 80 % of your readers will only read the headline, so you’ll have to be creative.
To compare with a physical store — you just entered Strossle’s HQ and we can now have a direct conversation with you, which is really valuable to us. Therefore it’s important to keep you interested and also meet the expectations you had when you entered this store. This means that the content behind the native ad must represent the article itself. Here’s where many marketers make a mistake. Don’t try to make native ads with crappy product-oriented content. That’s like having cute puppies in the shop window but when you enter the store you’ll only find dog food. I don’t think you would be very satisfied if you opened this article and only found boring information about Strossle and our services, right?
You should always provide value and engage your audience and have your KPIs set up before you start with your content activities. For example this post was written to inspire you, but also to give you the feeling that Strossle is a thought leader, knowing everything about native and content marketing. Some of the KPIs for this article are: the time you spend, the amount of visitors and of course potential customers in our store. We want to give you some valuable insights and in return we want you to remember us.
Ask yourselves: What is most important for you when you have potential customers entering your store?
Even if this blog post has some valuable information and insights, it wouldn’t be worth anything if we hadn’t distributed it. Even the best brands in the world need to put their stores where the audience is. Companies like Nike, Prada and Apple are always located in the best shopping streets. You should do the same with your content. Native advertising is one of the the best ways to publish and promote your content, because you place it in front of a lot of people, in a quality context!
Our blog posts are of course published in all our owned channels (Facebook, Twitter, Linkedin and our weekly newsletters) but also pushed as native ads in our own distribution service to acquire relevant traffic from the audience we address.
Now that we’ve had your attention for a while and given you some insights, it’s time for action! A lot of content creators forget this; to ask the reader to do something more than just read the article. What do you want the reader to do next? Would you like her to share some information? Do you want her to continue to read other blog posts? Maybe you’d like to collect data or turn her into a subscriber? Without call-to-actions you can’t expect the reader to do anything else than just consume the content.
I’d like you to read our blog in the future and if you like this post please share it. If you’d like more stories from us please subscribe to our newsletter (in the footer of our hompage) and And of course; follow us on Facebook, Linkedin &Twitter.
Last paragraph—and if you read this sentence I’ve succeeded with my main objective with this blog post, which was to make the right audience spend some time in our store. If we got your e-mail, gained some social followers or inspired you, that’s a bonus. Most marketers seem to forget that native ads or content marketing is not about direct conversion to sales. It’s not a campaign, it’s a strategy — so you can’t expect it to be a sprint, it’s more like a marathon. The most important thing is that you’ve spent some time in our store and hopefully got a nice experience out of it. The future will tell how this article will convert into potential customers for Strossle.
Summary of the 5 steps:
- Get your audience attention
- Meet expectations with engaging content
- Set up clear objectives and KPIs
- Distribute your content in Paid, Owned and Earned channels
- Use several Call-To-Actions throughout the content, which correspond with your KPIs
If you’d like some more information about native ads, distribution or content marketing, don’t hesitate to contact me.
Henric Smolak, Global Sales Director