Page 119 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

Retargeted advertising

Keeps track of people who visit your site and displays your ads to them as they
visit other sites online. Technically all that is necessary is a JavaScript tag in the
footer of your website. This code creates a list of people who visit your site by
placing anonymous retargeting cookies in their browser. This list allows
retargeting vendors to display ads to your potential customers as they visit other
sites. It’s relatively straightforward to set up, and it’s a demonstration of how
paid media reinforces great content by intelligently distributing it with
discretion.

Sponsored content

Facebook, Twitter, LinkedIn, and many other platforms offer paid opportunities
to selectively boost the visibility of your content. The advantage is that you
increase awareness to your current audience as well as others in a very precise
demographic category. Sponsored content is a good way to increase exposure to
highly targeted audiences and possibly attract new viewers for your content.

Native advertising

The Interactive Advertising Bureau defines native advertising as “paid ads that
are so cohesive with the page content, assimilated into the design, and consistent
with the platform behavior that the viewer simply feels that they belong.”
According to the IAB, native advertising contains six different types of ad units:
in-feed, promoted listings, in-ad with native element, paid search,
recommendation widgets, and custom.

By partnering with publishers, your content is integrated into the interface of
a media company’s site. One example is the paid editorial features on the Forbes
website. Native advertising provides the credibility of being associated with the
media brand, validation of being featured in the editorial portion of a site, and
opportunity for vast exposure to a relevant audience.

However, it’s also a controversial strategy as traditional publishers devote
increasing space to “advertorials” that at times can be indistinguishable from the
publisher’s content. Sponsored articles have received pushback from some
publishers, brands, consumers, and even government regulators who are
concerned because the articles resemble editorial content. One commenter
described it this way: “How about we try treating our audience with a little more
respect and intelligence? Native advertising is the uninvited guest who makes his
predicament worse through a seeming lack of self-awareness and clumsy