With savvy consumers looking for trust and credibility in brands, advertisers are finding that sometimes their ads need to deliver a service rather than always make a sales pitch. That service is providing information. With readers finding information everywhere they look — on social media, news sites, blogs, even e-commerce sites — the only way to stand out as a leader in your industry is to act like one. You can do that through thoughtful, engaging native advertising articles that challenge readers to learn something that is meaningful to them. With native advertising, you can broaden your audience by delivering relevant, memorable content that positions your brand as an industry leader
Our team of professional journalists works with clients to develop native advertising topics that resonate with our readers. Here are four examples of native advertising articles we’ve produced in our daily and weekly news products.
In this example, a real estate client in Lake Tahoe saw the value in telling a story about a common theme in the aging local real estate market: tear-down homes. By positioning the advertiser as the expert on this topic and providing useful information to the reader, potential home buyers in the Tahoe market now have an understanding about how to begin the process of buying a tear-down. Research shows that the advertiser behind this type of informative article benefits greatly thanks to the readers’ increased brand awareness and purchase intent.
In Vail, the oldest local bank knew there was more to their 50th anniversary than the cake, prizes, and party they’d be hosting. They wanted to tell the story about the early days, when Vail’s first bank opened and the interstate didn’t even exist yet. By providing that historical context, a reader who might not have otherwise cared about a local bank’s anniversary party could now read an authentic story relevant to anyone who has an interest in the town of Vail’s evolution.
A metal roofing company that has a track record of building roofs that can withstand the harsh winter elements in Colorado’s High Country chose to be authentic with a story that compared metal and wood roofs. This list format, as seen in other examples, is a highly engaging way to reach readers who might not spend time reading the entire piece.
I love this passage from a New Yorker article about lists:
“The article-as-numbered-list has several features that make it inherently captivating: the headline catches our eye in a stream of content; it positions its subject within a preëxisting category and classification system, like “talented animals”; it spatially organizes the information; and it promises a story that’s finite, whose length has been quantified upfront. Together, these create an easy reading experience, in which the mental heavy lifting of conceptualization, categorization, and analysis is completed well in advance of actual consumption—a bit like sipping green juice instead of munching on a bundle of kale. And there’s little that our brains crave more than effortlessly acquired data.”
When content is tied to something timely, it makes it that much more relevant to readers. One of Swift’s healthcare clients often chooses native advertising topics that coincide with awareness months, such as this piece about lung cancer in November. It informs readers why they should care about lung cancer and asks them to consider their own risks.
Likewise, a piece about sleep apnea — a condition we don’t read much about even though it affects millions — allows our healthcare client’s experts to deliver memorable, relevant content. Check out these tips from the recent Native Advertising Days conference in Berlin.