How to Use Content Marketing and Native Advertising to Maximise Traffic

How to Use Content Marketing and Native Advertising to Maximise Traffic

Native advertising has been proven to be very effective in helping companies not only in Singapore but also in other parts of the world to connect with their target audience and increase site traffic. However, most of the online marketers don’t have a clear understanding of what it entails.

So, what is native advertising? It’s a marketing strategy that involves the use of an online publication that is similar to the regular editorial content, but it is paid for the advertiser, and its sole objective is to promote the advertiser’s product.

native advertising definition

Studies show that customers interact with native ads 20%-60% more than the standard banner ads. We have also seen a sharp increase in the number of companies that are shifting to this strategy in a bid to stay ahead of the competition. Marketers are also embracing it due to its potent potential.

Today, we look at some strategies that you can use to combine native advertising and content marketing to get more traffic from search engines.

Make sure you Do Extensive Research

The content needs to resonate with the tone, theme, and style of the publisher. You need to have a clear understanding of the publisher. Here are some questions that can help you know which type of content to create as you do your research.

  • Who is the publisher target audience?
  • What kind of topics and themes do they cover?
  • What kind of content does the audience respond to most?
  • What is their preferred editorial style?

The more background information about the publisher you have, the better your odds of getting good results. A professional Singapore content management company can help you do the research and write the content.

Align your Content

Nowadays, internet users can sniff out promotion content and steer clear of it. Therefore, make sure that the content is in line with all aspects of the publisher’s website of style, theme, and audience preferred topics. According to an article posted on Marketing Land, CTRs for native ads is currently 1.5% while the CTR for display ads is 0.17%.

One of the guaranteed and easiest ways of aligning your content is by discussing topics that the publisher’s audience respond to most and make sure that the style is correct. Keep in mind the ultimate goal of native advertising is to come up with content that markets a product without the readers realising that the post is an advertisement.

Break Away from the Crowd

When trying to decide which type of content format to present for publication on the publisher’s site, the first thing that comes to most online marketers mind is a conventional article. Such an article can help you to gain mileage if you are just starting out but if you want to get more results, you need to break from the norm and do something different. Here is a brief chart to give you an idea of how various forms of content perform in the current competitive Singapore online marketing real.

Break Away from the Crowd

Optimise the Landing Page

Let’s say you have figured out the type of ideal content and the publisher’s web visitors are drooling over it. You need to go an extra mile and optimise your landing page to ensure that you do not disappoint the people who land on your website from the publisher’s site. The design of the landing page should be tailored to guide prospects deep into the sales funnel.

The process of creating content for native advertising can be time-consuming and tedious. Luckily, you can save time and money by hiring a professional Singapore online marketing campaign to do these tasks for you. By using their skills and expertise, you can be sure that they will come up with an award-winning native advertising copy that will boost your website traffic and conversion rate.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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