How to create native advertising: 13 websites with cases and tips
We at Relap.io distribute brand content on Russian media platforms. For example, Tinkoff or Aviasales comes to us with materials and we bring the audience to their blogs and special projects.
Many brands also want to create content, but they doubt it.
- How to find an audience
- will the production effort pay off,
- how to calculate the return on investment
- what kind of content will suit their business,
- how to involve the user to read the company's materials.
We have collected media and blogs about content marketing and native advertising, where you will find answers to these questions. We read them ourselves, because we also need advice.
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There are no highly specialized blogs about SMM or SEO optimization.
Most publications in English - overseas brands create content for a long time and regularly . Several publications in Russian, and excellent. All sites have email newsletters. So subscribe and be on the front line.
Content Marketing Institute
The first content marketing blog, - put it in a separate direction. Describes how to write texts, calculate ROI, distribute content. They regularly conduct market research and interview experts.
What to read:
“Native advertising: a tribute to fashion or a new standard? Research .
An article on applying the Lean Startup principle for testing content is “How to test a hypothesis on short content forms before investing in large content projects” .
MadCats
The publication is not so much about cats, but about Internet marketing with a bias in content marketing. They practice. Looking for the answer to the question of whether to create content for a small business or a brick factory, for example?
What to read:
Translation into Russian of a series of articles on how to make content and evaluate its effectiveness. This is a whole encyclopedia.
“Content marketing for small businesses. Detailed instruction manual for a spherical horse in vacuum . "
TexTerra
Pioneers in RuNet. Content articles are on this page.
What to read:
“Which is better: longreads or short articles? Case "Texterra"
“What is transparent blogging and how to use it” - why is it useful for business to reveal the cards, and not to repeat “we are the coolest”. (All the coolest.) And what could be the danger.
Quicksprout
Part of the empire of marketer Neil Patel. He co-founded the companies KISSmetrics, Crazy Egg and Hello Bar. Forbes included it in the top 10 internet marketers. Developed strategies for Amazon, NBC, GM, HP and Viacom.
Patel is good because he writes a lot about practice. Sometimes so detailed that dictates the texts of letters .
We translated 2 of his articles:
“What I understood about content marketing when I analyzed 614 posts” (The second most popular material on the Relap.io blog )
"What to write in the company blog: a detailed guide to 15 types of posts"
His personal blog .
Enchanting marketing
Blog with a focus on the text: how to write well and clearly convey thoughts to the audience. Most of the advice concerns English texts. So you have to adapt them in your head for Russian.
We have translated 1 text from this blog:
"So what? How to turn product features into benefits .
LinkedIn Marketing Solutions Blog
LinkedIn's blog on marketing and brand promotion: interviews, instructions, case studies, educational materials.
Every week, the editors of the blog dedicate one outstanding person from the world of marketing. This week is the week of Joe Pulitzi, the “godfather” of content marketing, the founder of the Content Marketing Institute. Read the interview .
What else to read:
Electronic books "33 councils from experts in native advertising" and "Mini-guide on native advertising" .
Contently
Blog content marketing platform Contently. Post cases, experiences, stories, compose poems .
What to read:
“ Like 7 non-marketed business areas can use content” - content in sales, corporate culture, hiring, and so on.
"Case on how a financial company created its own media . "
Moz blog
It began as a blog about search engine optimization. Recently, more and more articles are published on content marketing, with instructions and examples. Because SEO without clear text is no longer a cake.
What to read:
“Everything you need to know about sponsorship content” - how much it costs, how the market develops, what types there are, how much time users are willing to devote to native advertising
(Spoiler: New York Times says that users spend the same time on ordinary and branded materials. )
ContentStandard Blog
On the content in all its manifestations: from production to analytics.
Here you will find content marketing articles wrapped in both romantic stories and the manager's formal suit.
What to read:
“What to do and not to do on a date (and in content marketing): 5 points” , the author of the column draws an analogy between love relationships and content marketing:
- Feel free to your quirkiness;
- Do not hide flaws;
- Do not focus on yourself;
- Shut up and listen;
- Do not open up completely on the first date.
"Corporate marketing: How Vivint and IBM Security tell fascinating stories using data," the author talks about how big business builds content strategies based on data.
Creators magazine
The blog ClearVoice online service that helps brands find authors to create content. Attracting third-party experts to publish guest posts, thus, accumulate market knowledge in one blog.
What to read:
Post hate puns " Fact: Puns - it's terrible. Never use puns . ”
"How to determine the return on investment in content marketing . "
Copyblogger blog
Useful and media, and brands. They write about creating engaging texts and delivering them to the address. The VentureBeat publication called Copyblogger the “bible of content marketing.”
What to read:
“Native advertising is useful to brands, really?” The editors talk about the effectiveness of native advertising for brands: voicing doubts, giving the words of experts and turning to research.
“How to use the Rule of Three to create engaging content” - a description of simple techniques for writing articles.
Hubspot blog
The website and Email distribution are divided into three thematic blocks: Marketing, Sales, Agencies. Can choose.
Here, articles of native advertising appear regularly: examples, figures, instructions.
What to read:
"9 examples of native advertising that readers really like", see examples of native special projects.
"How to sell your client native advertising" - for agencies. A selection of arguments and figures that will help to convince the client. Brand representatives will also be interested.
“What to look at in order to properly segment the readership base for a special project” - what to do so that the right audience can see the native advertising
Relap.io blog
This is the blog you are reading now ;-)
We have a section "Native Advertising" . We tell how brands can create content and how to distribute it .
In the “Media” section we write about how the media is getting better with technology .
Subscribe to the newsletter and to the channel in the Telegram .
If you have a blog or a special project that needs an audience - write to ads@relap.io
We do native advertising on RIA News, AdMe, COUB, TJournal, Life hacker and other media platforms.
Ask questions by mail - we will answer.
Source: https://habr.com/ru/post/298778/
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