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May 22, 2018 (Updated: March 30, 2020)
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Let’s face it, some concepts are simply easier to explain than others.
– Content as words? Easy.
– Content as written copy expressed graphically that is made specifically to be manipulated and played with by an end-user? Less easy.
– Content as that graphical, meant-to-be-manipulated piece that is part of an overall larger picture as a landing page recipient of native ad traffic? Uhh….
Don’t worry. You aren’t the only one scratching your head trying to explain that one!
While CopyPress isn’t an agency, many of our biggest clients are. As a relatively new CopyPresser coming off more than a decade of running a search agency, I hope I can still put my agency hat on without looking too ridiculous (it’s the forehead I think…massive and shiny. Maybe the hat was just small).
Oddly fitting hats aside, I recognize that the key to a successful campaign is both managed expectations and a clear understanding of what is being performed (and why). I don’t want you to feel misled clicking a title promising a ‘how to’ and not delivering, so let’s get to the meat of it. Here are basic questions you’ll probably encounter selling interactive content and what I hope are some useful explanations.
Every medium has its place, and I’ll never knock the written word, but sometimes it isn’t the most efficient way to tell a story. I could explain over several thousand words how AirBNB benefits local economies, peppering the prose with biting statistics…or I could link to an interactive infographic that does a much better job (and I’ll admit, I like the little Easter eggs).
I’ve yet to see an industry that was too boring – often it is those ignored industries that have the most compelling story to tell.
The industry has come a long way from warm-and-fuzzy Digg front page attempts to real KPI-driven campaigns. The best part of native advertising — and dealing with a firm that understands native ads — is the ability to target demographic readership the way you wish Adwords would let you do it.
Native ads are meant to be viewed as near content in the context of the publisher’s regular content. The best have a strong CTR as they are topically relevant to the interests of the reader, are stickier than most viral campaign efforts, can convert like PPC traffic, and offer a search benefit.
Here are five reasons that pairing interactive content with native ads is superior to paying someone to build links for you:
My dear agencies, let’s talk about white labeling this for you and your team.
Have more questions? Tweet me at @CygnusSEO or reach out to our awesome team.
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