Creating Native Advertising

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This can take from two days (when the advertiser has ready material) to several weeks. The time frame depends on the promotion channel and production features. By the way, bloggers rarely post third-party content on their resources, but they can adapt it to their own. Unlike them, online publications use two methods:

Own editorial board for natives . For physical therapist email list example, the companies "Village" and "Vector", whose editors themselves create content within the limits of their own publication rules.

If there is no native advertising editorial team, the advertiser must provide ready-made content that the publication will post on its website.

When a project is large or requires special skills to implement, then highly specialized performers may be hired for production: journalists, designers, subject matter experts, and others.

The result is a native integration in the form of a publication with text or video. It is then submitted to the client for approval.

Approval of native advertising by the customer
The closer the advertiser communicates with the specialists who carry out his order for native, the better the result will be. To minimize the number of edits and additional time for revision, after filling out the brief, you need to periodically call the performers and inquire about the current result.

All channels have rules for working with edits from the customer. For example, at Forbes, when communicating by phone, they specify the following:

specific reasons for dissatisfaction;

ideal desired result.

In addition, additional references are requested.

Content publishing and distribution
The audience will not distribute your content for free (except for viral content). To promote it, you need to regularly use different methods: contact opinion leaders, order promotional posts, etc. For example, on the Platform portal, creatives for social networks are created simultaneously with the native article.

When distributing, they think about where and in what quantity the audience should encounter the native. In particular, the Forbes company takes into account the number of:

subscribers to the Forbes electronic magazine;

subscribers of this publication in printed form;

Forbes company ambassadors (sources of distribution of the publication other than retail outlets).

Calculating campaign effectiveness
It determines what has changed in sales, reach and registration indicators after the native was released onto advertising platforms.

Calculating campaign effectiveness

Taking into account the channel’s characteristics, the stages can:

be unnecessary, for example, when collaborating with bloggers there may be no need for a brief and approval of ideas with the customer;

be added. In large projects, it is advisable to think through the communication and positioning strategy in advance. This should be done before the start of the advertising campaign.