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Content Marketing Inspiration for The Rise of Native Advertising

Posted on 7.20.2015

Content is a powerful force in the digital experience, but often the content published needs a little promotional support. For that reason, Web users and 'Net professionals are seeing a dramatic increase in native advertising.

Just look at how the interest in the terms pay-per-click (red), content marketing (yellow) and native advertising (blue) compare and how they are changing in the Google Trends chart below.

Clearly, interest in rising for native advertising. The reason? It works. Consider this:

+ 97 percent of mobile media buyers reported native ads were very or somewhat effective at achieving brand goals (eMarketer)
+ Native ads registered 18 percent higher lift in purchase intent than banner ads (Sharethrough)

The problem is that digital marketers are struggling with the practice. Perhaps what is needed most is a little insight into the type of content that is working, where it is working and for whom.

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Fortunately, Sharethrough (a company that provides in-feed advertising for brands and publishers) has for some time hosted the Native Advertising Leaderboard, a "destination to keep up on the pulse of the branded content world" and it can serve as an excellent source of inspiration for an enterprises' content marketing initiatives.

The leaderboard tracks videos, articles and other native ad formats and ranks each post using its scoring algorithm. The leaderboard can be used to see what content is being shared the most across different verticals, which publishers are creating the most-shared branded content, and compare sharing activity across publishers and industries.

Have you ever run a native advertising campaign? What guidance would you provider others looking to promote their content?

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