Content Network

Creating high-quality content that resonates with your audience is more important than ever in 2023. The amount of content produced and shared online is staggering, and you need to find ways to stand out from the crowd.

Marketers also need to be consistent, so finding ways to make your content creation more efficient, impactful, and memorable should be a priority. To help, we've put together 10 fresh ideas for efficient content creation in 2023 that will help you connect with your audience, drive engagement, and reach your content marketing goals. 

From beginners to those who wish to revamp an existing content strategy, these tips will make things easier for you this year, and beyond.

Tip #1: Plan and organize your content

To ensure you create content efficiently, you must have a clear plan and strategy. A content calendar is a great way to accomplish this strategy while also guaranteeing that you publish relevant and engaging content regularly. Always prioritize your tasks based on audience demand and your content goals, and use a mockup generator with pre-designed templates to provide an idea of the look and feel of your content.

With a content plan, you can ensure your content focuses on your current products, releases, services, and business happenings while aligning with the overall marketing strategy. Your content plan should be a roadmap for creating, publishing, and ensuring that you achieve a better return on investment (ROI) for your content marketing efforts. 

Tip #2: Repurpose and upcycle old content

Instead of starting from scratch every time you create new content, consider repurposing and updating existing content. For example, you could turn a blog post into an infographic or use it to create a podcast. This approach saves time and ensures that you're making the most of the content you've already created; no one is scanning back through your feed to see what you posted a year ago, and if they do, they likely won't point out a double-up.

Take your existing content and modify it in new and innovative ways to speak to new audiences, drive engagement, and above all, save time. Extending the lifespan of your content by turning a blog post into a video, for example, also means you'll see more value from all content efforts while building brand recognition and creating a strong, consistent brand image. 

Tip #3: Collaborate with micro-influencers and crowdsource ideas

Collaborating with other departments, influencers, or subject matter experts can help create better content. Use crowdsourcing techniques, such as surveys, to gather feedback and understand what types of content your audience wants to see.

This strategy will help point your content creation in the right direction, whether it be a social post or a high-converting blog. You can also leverage the audiences of the people or organizations you collaborate with to see higher reach to new audiences, who are potential customers. For example, micro-influencers, individuals with a relatively small but dedicated social following, can be a great way to generate sales. 

Some benefits of working with micro-influencers include:

• Higher engagement rates: Micro-influencers often have higher engagement rates than more significant influencers, as they have a more dedicated and engaged following. Your brand message has a better chance of reaching and resonating with your target audience.
• More authentic relationships: Micro-influencers often have personal relationships with their followers. This connection means their endorsement is more authentic and trustworthy.
• Cost-effective: Micro-influencers typically charge less for their services, making them a cost-effective option.
• Niche reach: You can target a specific niche or area of expertise, which can help your brand reach a targeted audience. 
• Long-term relationships: Micro-influencers are often open to forming long-term relationships with brands, which can help build brand recognition and credibility over time.

Tip #4: Use storytelling and other visual elements

Make your content more engaging and memorable with images, videos, and other data visualization to understand complex information. Where possible, try to tell a story about your brand, the products, or whatever your content is focusing on. People want to be entertained and interested by the content they see; if you can achieve this, your content will perform much better.

To weave storytelling into your content, consider the following tips:

1. Identify your story: Determine the main story you want to tell and ensure that it aligns with your brand and messaging.
2. Use relatable characters: Help audiences personally connect with your story, either with relatable fictional characters or real people such as customers or employees.
3. Create a strong emotional connection: Use emotional appeals such as humor, excitement, or heartache to create an emotional connection with your audience.
4. Use vivid imagery: Descriptive language, images, and video help bring your story to life.
5. Make it relevant: Ensure that your story is relevant by tying it to your customer's needs, wants, and interests.
6. Keep it concise: A focused story is good; avoid unnecessary details that can distract from the main message.

These storytelling tips apply to everything from social posts to sales promotion examples and landing pages. Great visuals and interesting stories go hand in hand with other SEO tactics. If you run a Shopify store for your business, some of the best Shopify apps can help you combine all of these elements seamlessly.

Tip #5: Inform your content with data

Data is a powerful tool that can inform your content strategy and help you create stories that resonate with your audience. By using analytics and metrics, you can track the performance of your content and make data-driven decisions to improve its effectiveness.

If you build a scalable content marketing campaign, you can easily pivot as you receive new data about content performance. From the types of people reacting to your content to the most popular pages of your website, data helps you understand what your audience wants, which is the key to successful content creation.

Tip #6: Incorporate voice and audio content

Voice-activated and audio content, such as podcasts, are increasingly popular. These formats allow you to reach new audiences and create more immersive experiences, making them a great way to diversify your content and engage with your audience in new ways.

You can also think about voice-activated video content designed for voice assistants and triggered by voice commands. This strategy can be a great lead magnet if your video content is engaging and informative.

Tip #7: Create interactive and immersive content

Engage your audience by encouraging them to take action. This can be done with interactive quizzes, 360-degree videos, or augmented reality experiences. These formats help you create a deeper connection while driving higher engagement and conversion rates.

Consider elements such as user input, which encourages audience engagement and involvement as they build a deeper connection with your brand. Immersive content can also help users to better understand complex concepts. For example, imagine a 360-degree view of a product or VR experience demonstrating how a service works.

Tip #8: Use higher quality video content

Video content is a powerful tool for engaging and building a deeper connection with your audience. However, whether it is live video or animation, it needs to be of a certain level of quality to help bring your content to life in a more impactful way. 

Invest in high-quality video editing and production to help maintain your audience's attention and show the value of your products and services. Poor-quality video can create a negative effect, reflecting poorly on your business and lowering the perceived quality of your products and services. Once completed, enlist the help of tools that ensure quality and secure uploads for efficient content processing with large video files.

Tip #9: Specific content tailored for social media 

While you can use social media to distribute and promote any of your content, it is important to think about specific content built for designated platforms. This content can be short and humorous videos for TikTok, industry-relevant opinion pieces for LinkedIn, and carousel posts or reels for Instagram. Craft content that suits the platform, then engage with your audience in real-time. 

To do this successfully, you will need to understand the unique strengths and weaknesses of each platform. As some social media sites reward users who post regularly, use an AI Content Creation Platform to get a head-start on your social media-specific content and create in advance.

Tip #10: Benefit from personalization and targeting

Personalization and targeting are essential for creating content that speaks directly to your audience. Be it personalized email campaigns or targeted eCommerce ads, this method allows you to work smarter as opposed to harder with your content marketing. 

Ensure that your content reaches the right people at the right time to see higher engagement and conversion rates. This strategy is a cost-efficient way to spend your marketing budget and will likely yield greater results as your attention and effort are focused on people who are somewhat already interested in the products or services you offer.

Focus on these areas to enjoy quality results

These efficient content creation ideas will help you make sure you provide quality output for your audience in 2023. Always remember that the key to success is understanding your audience, goals, and whatever makes your content stand out. 

Experiment with these ideas and find the ones that work best for you and your audience, then lean into them and reap the rewards. We also recommend supercharging your paid search, social, and e-commerce advertising with MarinOne, and maximizing the return on every single marketing dollar you spend.

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Luke Carlino is a guest contributor to Marin Software.

With its vast professional network and communication tools (including the LinkedIn Sales Navigator feature), LinkedIn is a powerful platform for establishing a sales pipeline and generating leads. It can be used to connect with potential customers and build up your business network in the professional web space.

In this blog post, we will discuss 7 innovative ways to conduct sales lead gen outreach on LinkedIn. We will also provide tips for using LinkedIn for marketing purposes, such as a lead generation campaign.

If you are looking to expand your sales reach online, LinkedIn is a great place to start!

Join LinkedIn Groups to Connect with Potential Customers and Generate Leads

One of the most effective ways to pursue sales in LinkedIn and to conduct LinkedIn marketing is by leveraging its Groups feature. By joining relevant groups, you can make inroads with potential customers and establish yourself as an expert in your field.

You can also use these groups to stay on top of industry trends and share helpful resources with other members. Additionally, you can join conversations about topics related to your business or product offering. This will help you build relationships with future customers and increase brand awareness.

And you don't have to rely on groups that other people have created, either. You can start your own LinkedIn Group and begin your conversation in the digital space.

Utilize Advanced Filters and Target Specific Audiences

LinkedIn can be an extremely effective tool for your business if you use it correctly. One of the best ways to get the most out of LinkedIn is by utilizing its advanced filters and targeting particular audiences.

The Benefits of the Filters Feature

These filters allow you to narrow down your search results so that you are only seeing people who fit into your desired demographic or industry. Plus, they make it much easier to find potential customers and new leads because you have a better idea of what they are looking for.

By using this feature, you can save time while also ensuring that your online outreach efforts are more successful.

Use Paid Ads to Reach a Wider Audience

Paid advertising on LinkedIn is another great way to quickly reach a larger audience online. With paid ads, the targeting capabilities of LinkedIn become even more powerful because you can select exactly who will see your ad.

Examples of Paid Ad Targeting

For example, you can target by job title, industry, location, language, gender, interests, and more. Like the advanced filters feature mentioned above, this allows you to put your sales message in front of the right people, thereby maximizing your lead generation process and boosting your sales opportunities.

Create Engaging Content That Educates Your Target Audience

From creating a slick user profile to producing meaningful social media posts and articles, creating content on LinkedIn is a great way to engage and build relationships with potential customers as you educate your unique audience.

By crafting content that provides value to readers and followers, you can provide valuable insights into the latest industry trend or a new marketing strategy. In addition, this allows you to show off your expertise in the field.

Creating Top-Shelf Content

For example, you could write posts about the latest trends in ecommerce sales strategies or share other helpful resources, such as detailed guides or tutorials on how to start an online store. You could also provide tips for optimizing product sales pages or increasing sales conversions.

This type of informative, expert-level content can help generate leads, increase sales, and build trust with your target audience.

Incorporate Video Content into Your Lead Generation Strategies

Video content is an increasingly popular way to engage potential customers on LinkedIn. Incorporating this type of content into your sales outreach strategy can help you stand out from the competition while engaging your target audience more meaningfully.

Video Content That Makes an Impact

For instance, you can use video content to showcase a product demonstration, give an exclusive sales pitch, or provide helpful tips and advice within your industry field.

You could cover a variety of topics, including:

• How to create a sales pitch that drives sales
• How to use video content to demonstrate a product's features and advantages
• Strategies for increasing sales through targeted ads on LinkedIn
• Ecommerce best practices

By using videos that showcase your expertise and commitment to excellence, you can effectively establish a rapport with potential customers and increase sales opportunities.

Take Advantage of the Power of Endorsements and Recommendations

By leveraging the power of endorsements and recommendations on LinkedIn, you can boost your credibility on the platform.

What Are LinkedIn Endorsements?

Endorsements are simply when another LinkedIn user endorses you or your products/services. This helps to validate your expertise and put your sales message in front of more people.

What Are LinkedIn Recommendations?

On the other hand, recommendations are when someone provides a written testimonial about you or your product or service.

Both endorsements and recommendations can be incredibly beneficial if you are looking to gain an edge over your competitors.

Monitor Competitors’ Activity on LinkedIn for Insightful Ideas

Like with many facets of business, finding out what your competition is doing better than you can be a game-changer for your creative and out-of-the-box thinking.

By monitoring competitors' activities on LinkedIn, you can gain valuable insights into their sales and marketing strategies while also identifying any opportunities they are missing that could benefit your own sales efforts.

By keeping an eye on your competitors, you can spot emerging trends in the industry or sales techniques that you can borrow and apply to your own sales efforts.

Whether you are learning from what your competitors are doing right or learning what not to do based on what they are doing wrong, there is a lot to be gained from paying attention to rival businesses.

Lead Generation Strategies That Work

LinkedIn has a host of lead-generation tools that you and your marketing and sales teams can use to build trust, make connections, and spread your sales message throughout the professional sphere. By leveraging the power of endorsements, recommendations, video content, paid ads, and more you can quickly maximize your outreach opportunities on this notable platform.

No matter which LinkedIn strategy you decide to employ, MarinOne has your back to maximize the effectiveness of your digital outreach efforts.

According to Pew Research, 72 percent of U.S. adults use at least one type of social media, and 23 percent of these use Twitter, making Twitter the 7th most used social media platform in the United States in 2021.

Twitter is a free social networking site that houses over 300 million active users, allowing people to post ‘tweets’ to engage, socialize and connect with users on the same platform. 

While the purpose of Twitter for each person or organization remains the same, the ‘hows’ of using the platform vary for regular Twitter individuals or organizations using Twitter as a marketing platform. 

Why Twitter Marketing—and How?

Digital marketing has a long history, and one can’t deny how it has transformed the way marketers and audiences consume content, especially on social media platforms like Twitter.

Twitter might seem like a daunting platform to venture into for marketing, mainly because, unlike Tiktok, YouTube, or Facebook, Twitter’s main algorithm focuses more on conversations rather than visuals. 

We’ll look at this tweet from the Climbing House as an example:

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Alejandra Leyva, a Content Manager working with Climbing House emphasizes, “Different social media platforms require different techniques for marketing. In this case, we tried to spark a lighthearted conversation around climbing as a go-to activity for a first date. This makes it easier for us to converse on Twitter and grab the attention of young or old people looking for exciting date alternatives while leading them to our website.”

This is what the magic of Twitter marketing is—conversations. As a social media platform, Twitter is well-known for its ‘trending’ lists, be it words or hashtags. This trending list shows Twitter users the most talked about topic at a given moment for a specific location or worldwide. This is one of the best ways to clue into what’s happening in the zeitgeist quickly and understand what topical conversations your team should pay attention to in relation to your industry.

Benefits of Twitter Marketing

Because the charm of Twitter is centered around conversations, the benefits of using this platform as a marketing tool are centered around this as well.

The benefit of Twitter marketing is that because people are used to conversations, tweeting multiple times a day is normal and is not annoying for most users. However, Twitter is heavily chronological in the sense that it could take a nanosecond for one tweet to be buried among the tweets of the other people your followers follow, so making the best out of your content that would make people stop scrolling should be one of your top priorities.

There are endless benefits to Twitter than you might think, and these benefits have become successful strategies that marketers have utilized over the years. 

Strategies for Twitter Marketing

Establish a Brand Voice

Twitter is one of the most excellent platforms for establishing a company’s brand voice. While selecting a brand voice and reputation takes time and effort, Twitter as a platform makes this easy.

A company’s brand voice can either come off as lighthearted and casual or serious and professional, and you can establish this through your tweets and interaction on Twitter.

Take, for example, this tweet from Felix:

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Kyle Zien, Director of Growth Marketing at Felix, says, “We aim to reimagine the Canadian healthcare experience, and we believe it starts with how we interact with our audiences. We try to build our brand voice in a casual, friendly way where people feel like they’re taking advice from a friend rather than an organization.”

Make a Content Calendar

Social media marketers often have a lot on their hands, juggling three to four social platforms simultaneously. Using a social media content calendar allows you to plan and organize content ahead of time, making strategic content posts rather than just winging whatever content at any moment.

What’s more, most social media content calendars let you schedule posts even without logging in to the platform, so you don’t have to fear forgetting to post your marketing content.

Create and Join Trends and Conversations Through Hashtags

If you ask any person who uses Twitter what’s the most significant feature of Twitter that’s most attractive to them, at least three out of five will have one thing in common—hashtags.

While other social media platforms also use hashtags, Twitter makes the most use of this feature through its trending tags list immediately visible when you log in to the website. 

An important aspect of Twitter's marketing campaign is that it utilizes hashtags to join conversations or create and invite discussions surrounding its product and services. 

An example is this tweet from Prize Rebel:

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A person who does not necessarily follow Prize Rebel will discover this tweet because it has joined in on the conversation about making money online or earning extra cash. 

According to Jerry Han, CMO of PrizeRebel, “Ever since we established our Twitter account, the use of hashtags has proven how easily people can see us when they search for the same tag on Twitter. We sometimes supplement this with a “retweet to win” CTA as a condition for the prize, which also gives us more visibility to our audience.”

This tweet from PluginHive about their FedEx WooCommerce plugin also uses several hashtags to help increase the tweet’s visibility among those looking for information on shipping through FedEx.

Get Verified and Increase Your Follower Count

Before the great Twitter overhaul by Elon Musk, getting the tiny blue checkmark beside your profile name meant that your profile was your ‘proof of authenticity. Today, two forms of verification badges exist on Twitter—the old blue checkmark (which can now be bought on Twitter Blue by any user) and the ‘Official’ badge found at the bottom of your profile name.

Technicalities of these verification badges aside, there is a sense of authority emitted by accounts with blue or official verified badges, making them more reliable to Twitter users. Working to increase your follower count also helps in marketing and spreading your content throughout the platform and also helps establish you as a reliable content creator and organization.

Sponsored and promoted ads

On Twitter, you can do both paid and organic social media ads. The question is how can you harness the power of both. 

This is an example of a paid ad:

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You should be able to see a “promoted” tag at the bottommost part of the post for a paid advertisement. Having a promoted tweet increases the visibility of a tweet and is just basically paid advertising, taking your tweet to users who might be interested in your products and services.

In the case above, BPI utilizes Twitter advertising to encourage more people to apply for a credit card with the bank. Not only are they getting more credit card applications, but they are also generating more leads using the information users input through the application.

Stay Human and Interactive

The best way to ‘attack’ Twitter as a marketing platform is to stay human. You may be thinking, “But wait…what does that even mean?”

To put it frankly, in many cases marketing posts sound like they were extracted from an AI machine and then copy-pasted to the platform. This is the last thing you want to do if you wish to engage and convert your Twitter campaigns.

Twitterverse loves conversations. So go ahead, converse! Just like this tweet from Fig Loans:

Jeff Zhou, CEO of Fig Loans, says, “Our Twitter marketing campaigns don’t only rely on regularly creating or posting content for our follower’s timelines. We interact and reply to our customers or anyone interested in our products and services. That way, they know they will get top-notch customer service with us.”

Take another look at this Snickers-UNO interraction: 

There is a more lighthearted approach present here for both organizations. Engaging in conversation for your followers to see an unusual interaction between two verified accounts is a fun way to tickle and grab the attention of Twitter users. Not only is Snickers bringing fun to their initial post, but they’re also subtly implying how your next pre-football tailgate isn’t complete without Snickers. UNO calling them out on the typo was really the cherry on top to reaffirming that both companies are made up of real people behind the brands, having real conversations.

Why and How Twitter Marketing Matters

It should be no surprise that digital and social media marketing has been all the rave in the last few years. As humankind fixates on digital technology, marketers must adapt to these changes and be interacting where their target audience likes to hang out virtually.

These social media platforms are different in their ways and should be dealt with differently. Twitter, as a marketing platform, should center around conversations and engagement. This allows marketers to establish a brand voice and take valuable information and data about consumer behavior in return. 

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For help on strategically approaching any social media platform, meet with one of Marin’s marketing experts today. We will ensure your paid social advertising performs at it’s best.

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Rachel Melegrito is a guest contributor to Marin Software.

Affiliate content has skyrocketed in popularity alongside social media marketing and other digital marketing tactics. Since social platforms have inconsistent monetization policies, influencer content offers creators a way to vouch for their favorite brands while generating income. Lifestyle brands, in particular, can align themselves with creators whose audiences overlap with their own. 

Lauren Neels, Customer Engagement Manager and Marin Software’s resident expert on all things related to ecommerce, paid search, and digital marketing, shares some valuable insights about how lifestyle brands can use creator content to reach highly specific audiences more effectively. 

How influencer content can help brands reach their audience 

Shed the negative perceptions associated with advertising 

While advertisements used to be a popular way to reach large audiences, viewers seem to have had enough. According to research from Statista, 41% of people online find themselves regularly annoyed by advertisements. More than a quarter of web surfers went as far as installing ad blockers to make their browsing experience better. 

Advertisements are everywhere but Lauren shares that “people are more likely to trust influencer content since it comes from trusted creators that already have a relationship with their audience. This is evidenced by higher conversion rates experienced by businesses that leverage this type of content in their marketing campaigns.”

Allow your customers to engage with your content using actionable touchpoints 

It’s not enough for your customers to view your content. Businesses must be able to measure how their ads are performing and ensure that each investment is yielding the appropriate results. 

“Affiliate content is generally better than television ads for businesses that want to engage with the customer. This content is usually clickable or has some other CTA that customers can actively engage with,” Lauren shares. 

Encourage greater conversion rates compared to cheaper outreach alternatives

Businesses can sometimes show a preference for alternatives such as television or billboard advertising. However, each method of outreach has a place within a greater marketing campaign. 

Lauren explains that “paid ads work well for people who already have intent to purchase, but are less effective when people need convincing. Influencer content would be more effective at convincing or when trying to build a brand.”

Influencer content can be repurposed as paid social media posts or ads if needed

Some influencers have very niche audiences, but the reach of their content can be amplified when it is converted or repurposed as paid social media posts. However, Lauren warns that when creator content is converted to paid ads, “not all of that audience has chosen to follow that influencer so some of the trust won’t carry through to the new, wider audience. Conversion rates could go down but your reach is larger. This could help brand awareness, and boosted creator content would still have more trustworthiness than just a paid ad.”

Things to keep in mind while engaging creators for content

Social media trends often change before businesses can hop on them

All social media marketers are intimately aware of how quickly trends can change online. What is fashionable and topical today might be outdated next week. Businesses must always have their finger on the pulse of running trends and have employees that understand these trends to take charge of marketing campaigns that need to run alongside certain fads. 

“If trends change before your approval process is complete, you’re too late. Millennials, for example, have a good idea of how trends work online. Put them in charge and trust them when it comes to trends and how to use them for effective marketing,” Lauren suggests. 

Trends can differ wildly across platforms, content types, and audiences

Marketers often view social media as an effective channel for reaching younger audiences but each platform is unique. Trends, content types, audience demographics and more can differ significantly from platform to platform. TikTok, for example, is more likely to host a younger audience with a preference for short-form video content while Facebook is more likely to host a middle-aged audience with a preference for image-based content. 

Background checks should be conducted for every collaborator you work with

When businesses sponsor a particular creator, they connect the brand with the creator in the minds of the viewer. While this can be a powerful way to gain the trust of customers, it also means that any misdemeanor committed by the creator can be associated with the brand or can lead to backlash against the brand. 

“While apologies are more readily accepted now, it is always better to be in a position where an apology is not required at all,” Lauren recommends that you should “do your research to check the background of people you might be sponsoring to make sure they’re legitimate and not problematic.” 

Rates can vary greatly depending on a creator’s reach, engagement, and more

As audiences become more diverse and use more social media channels, marketers must be strategic in how they spend on each platform and each creator. Marketers must always measure how much a creator is charging against their reach, engagement, history, alignment with the brand, and more. Each of these factors can lead to great variations in asking price from the influencer. 

Affiliate or influencer content should be part of a larger marketing strategy

Affiliate content is a great way to reach targeted audiences and improve engagement rates with the brand. However, it’s not enough for a marketing team to rely exclusively on affiliate or influencer content. Like every other marketing method, creator content should be a smaller part in a larger marketing strategy designed to cover all of a business’ customer bases. 

MarinOne’s modern optimization solution helps marketers ensure that each dollar spent on partner content and other marketing strategies yields maximum results. Our paid advertising management solutions creates automated recommendations to optimize your marketing configurations that will improve return on investment. 

If you would like to reach your customers with relatable and likable content, reach out for a free demo of our solution today.

Do you remember the last advertisement you saw on social media? Chances are the answer is no, and not just because your memory is poor. As soon as you (and most consumers) recognize an ad, you are far more likely to scroll on.

That's why native advertisements are becoming increasingly popular. These “disguised” ads are meant to blend in with their surroundings and give advertisers an extra moment to hook viewers. Native ads are usually found in social media feeds, but they can be used in other places like email newsletters and search engine results pages.

If you are interested in testing this marketing approach at your own business, read on for 8 native advertising examples you can use to start brainstorming.

What is Native Advertising?

Native advertising is a form of online marketing associated with branding that integrates promotions into the content that people are already consuming. Native advertisements are designed to blend in with the surrounding content, making them appear less intrusive and more natural.

Because of their strategic placement, native ads are a powerful way to build brand awareness and connect with a highly targeted audience. Most often found on social media and in long-form written content, these ads have the potential to drive much higher click-through rates and engagement rates when executed well.

Image Source

Keys to Effective Native Advertising

Native ads are meant to be a non-disruptive way to share your product or service, so it’s important to keep a few principles in mind when creating them. Here are three key elements to consider:

• Relevancy: Native ads need to be relevant to the user’s interests and what they are already browsing. While this is highly platform-dependent, native ads can be used to provide additional context around a topic, highlight a related offering, or feature customer-generated content.
• Creativity: Although they are intended to blend in with their surroundings, native ads still need to be creative and engaging enough to keep people’s attention. Use AI to create new images, visuals, formats, and messaging to see what works best with your audience.
• Authenticity: The modern consumer can see right past an obvious sales pitch, so it is necessary to be genuine and honest in your native ads. Native advertising should not feel overly promotional — instead, focus on providing value and educating your audience.

How Native Advertising can Backfire

Native advertising sometimes gets a bad rap due to the potential for users to be misled or taken advantage of. Native ads can easily blur the line between an organic post and a sponsored one, which can damage the trust and credibility of a brand.

To make sure that doesn’t happen, avoid these pitfalls:

• Overpromising: Native ads should never make unrealistic or exaggerated claims that don’t align with the product or service you’re offering. Even if the ad is more disguised than normal, always be true to your brand and the value you provide.
• Using misleading visuals: Native ads should never use visual elements that are intended to deceive. This includes images that don’t represent the product or service you offer, or presenting facts or data in a way that might not tell the full story.
• Not being upfront: Native ads should be clearly labeled as sponsored content and not made to look like editorial pieces. To maintain your brand's integrity and reputation, be transparent about who is behind the ad and make sure users can distinguish between promoted content and organic material.

8 Native Advertising Examples for Inspiration

Native ads are all about finding clever ways to advertise while still blending in with the surrounding platform. To give you an idea of what this looks like, here are 8 native ad examples to inspire your creativity:

1) Adidas on Spotify

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Adidas partnered with Spotify to create a unique experience and promote their new shoe line — the Nite Joggers. Users who opted into the interactive campaign would receive a "Nite Score" based on their evening listening habits as well as a personalized playlist. This soundtrack was a blend of favorite hits, new recommendations, and promotional content for Adidas.

This native advertisement is a great example of nondisruptive yet nondeceptive marketing. Although it was clearly an advertising campaign, Adidas was able to engage a targeted audience without interrupting their listening experience. Plus, the company effectively tapped into a growing marketing opportunity in the music streaming industry.

2) General Mills on The Guardian

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General Mills wisely sponsored content on The Guardian to align its brand with regenerative agriculture and small-scale farming. These themes are reinforced with high-quality closeups of their sustainable practices and the families that they work with.

The photos and videos show the human side of food production, which helps viewers establish an emotional connection to the brand. Other than its "Paid content" label, this informative article looks and feels like a regular piece of expository news on The Guardian — making it a powerful example of subtle native advertising.

3) SpongeBob on Instagram

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Where are SpongeBob's original fans hanging out? On Instagram, of course. Nickelodeon's hit show recently partnered with Instagram to create an interactive filter called "What SpongeBob character are you?"

This collaboration is one of the most engaging native advertising examples on this list because it tapped into the nostalgia of an older generation and made it easy for anyone to participate. The SpongeBob fan base didn't care whether it was a marketing ploy or not. This filter was genuinely fun, it fit in with other content on the platform, and it allowed people to reconnect with the characters they love.

4) Purina with BuzzFeed

https://www.youtube.com/watch?v=UJPJUaZZOss&t=12s (to embed)

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Purina teamed up with BuzzFeed to create a clever marketing video from the perspective of a cat. The cute and comical two-minute production explains how cats view their responsibility to take care of humans.

Although it highlights Tidy Cats, Purina's cat litter product, the video is not purely promotional. In fact, it offers real entertainment value to its targeted audience and anyone who can appreciate cats' quirks. Even almost 10 years after its creation, this content marketing example still sets the standard for how to both reinforce brand identity and drive sales.

5) Taco Bell on Snapchat

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Taco Bell created a Snapchat filter that turned users' faces into a taco. Released just in time for Cinco de Mayo, the filter was an instant viral hit with more than 224 million global views.

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This campaign was a success because Taco Bell nailed both the timing and the culture of Snapchat with its native ad placement. Plus, the company was able to boost brand awareness by prominently including its logo on every snap. 

6) Netflix on WSJ

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To promote its upcoming show Narcos, Netflix worked with the Wall Street Journal to create an interactive webpage on "Cocainenomics", the business of the Medellin cartel's drug trafficking operation. This detailed profile of a $4 billion underground empire is the perfect fit for the business and finance-minded readers of the WSJ.

Netflix put together one of the most compelling native advertising examples on this list by elevating a standard piece of content from the daily newspaper. The article reads like a piece of investigative journalism but is paired with clickable maps and timelines, and a timed quiz.

For most WSJ consumers, the portal likely serves as one of the most interesting stories they read that day. And if readers are hooked by the topic, watching Narcos is a natural next step for even more detail.

7) Allbirds on The New York Times

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Allbirds partnered with The New York Times to create an incredible full-page experience for readers, complete with sound, vivid imagery, and responsive video. This native advertisement ran as an article in the paper, but rather than promoting its signature footwear directly, the brand instead focused on sustainability.

The Allbirds article dives into the importance of birds to our environment, and what eco-conscious readers can do to help birds. At the conclusion of the post, the brand offers a single call to action — visit the Allbirds website to learn more about conscious commerce.

8) Samsung on TikTok

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To raise awareness for the Galaxy Z Fold3, Samsung launched a Branded Hashtag Challenge on TikTok. Boosted by TopView ads, Brand Takeover ads, and Reach & Frequency ads, the phone maker was able to eclipse more than 1 billion video views.

Samsung's "I'Mpossible Generation" campaign slogan was a nod to the innovative foldable smartphone. And the challenge's catchy tune and promise of prizes engaged creators from all over Vietnam. The native ad strategy not only caught fire boosting Samsung's brand awareness, but it also proved social commerce is alive and well with a 14% uplift in sales.

Final thoughts

Native ads have the potential to hook viewers in a more subtle way than traditional advertising methods. With relevant and engaging content, brands can communicate their values, foster an emotional connection, and fill their marketing funnels.

The most successful native advertising examples leverage creative content and fit in seamlessly with the surrounding user experience. By matching the appropriate look, feel, and voice of the adjacent content, brands can break through the noise to capture attention and form authentic relationships with potential customers.

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Daniel Anderson is a guest contributor to Marin Software.

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From emails to chatbots to scheduling, automation has transformed the way we work—and it’s only getting bigger: 86% of employees surveyed think automation will help them improve their efficiency, productivity, and growth. And one area that’s grown by leaps and bounds recently is creative automation. 

Creative automation can be a lifesaver for small and/or stretched marketing teams (which is probably every marketing team ever) because it does the heavy lifting for you when it comes to some of the most time-consuming parts of creating, launching, and managing ads.

In this article, we’ll take a closer look at how marketers can take advantage of creative automation to save time. 

What is creative automation?

In a nutshell, creative automation uses technology to automate the creation and/or optimization of your ad campaigns. This can include anything from simple A/B testing to more complex machine learning algorithms that will automatically generate new ad variations based on past performance. 

There are a number of different platforms that offer creative automation, each with its own unique features and capabilities. Some of the more popular ones include Creatopy, BannerFlow, and Celtra. 

How does creative automation work?

Creative automation apps create multiple versions of a base template automatically. Dynamic elements like text and audio are customized on top. Teams then link these components to a field in a data repository spreadsheet. When something in the spreadsheet changes, the dynamic elements respond. This makes it possible to launch an entire ad campaign with just a few clicks—and without ever having to leave your creative tools.

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Why use creative automation?

Saving time is a major benefit of creative automation, but it's not the only one. Here are a few more reasons to consider using it in your marketing campaigns.

• Improved quality: By running multiple versions of an ad simultaneously and letting the data determine which performs best, you can be confident that you’re always putting your best foot forward.
• Increased efficiency: Automating the ad creation process frees up your team to focus on other tasks, like strategy and analysis. It also makes it easy to align your marketing campaigns, collect data, and learn what’s working (and what isn’t) faster. 
• Better organization: With all your creative assets stored in one central location, it’s easy to keep track of everything and ensure that everyone is working with the most current and effective versions.
• Reduced production costs: By using automation to create ads, you have shorter production cycles, which saves time and therefore keeps costs low (not to mention reducing your dependency on agencies).
• Better brand consistency: Automated ads can be templated to match your brand guidelines, ensuring that every ad that goes out meets your standards.
• More scalable: As your business grows, you can quickly and easily scale your ad campaigns to reach more people without having to increase your team’s headcount.
• Easier marketing localization: If you’re running campaigns in multiple countries, creative automation can help you customize your ads for each market while still maintaining brand consistency.
• Easier A/B testing: A/B testing is famously time-consuming. With creative automation, you can test multiple versions of an ad—from banner ads to Facebook ads—to concurrently and quickly gather insights to inform your next round of tests.

5 Ways to get started with creative automation

If you’re convinced that creative automation is right for your business but you’re not sure where to begin, here are a few tips to help you get started.

1. Define your goals

What do you want to achieve? Do you want to save time on ad creation? Improve campaign performance? Collect data? All three? Be sure to establish some clear goals before you start shopping for a solution.

2. Do your research

Not all platforms are created equal. Spend some time researching your options to find the one that best meets your needs. 

3. Consider your team’s needs

What does your team need from a creative automation platform? Make sure to take their input into account before making a final decision. Things like a user-friendly interface and good tech support are a must.

4. Compare features

Once you’ve narrowed down your options, it’s time to start comparing features. Which platform offers the features you need at a price that fits your budget? Create a shortlist. 

5. Test it out

Don’t forget to test out the platform before committing to it. Most providers offer free trials so you can explore the features and see if it’s a good fit for your needs.

Discover MarinOne, the all-in-one advertising platform 

Once you've determined the right tool for automating your creative assets, you can then save time with a tool for automating the distribution of those assets. Paid media management puts all your ads in one centralized campaign manager, from TikTok to Facebook to Google Ads…so you can see what creatives perform well on multiple platforms and what creatives will need to go back to the drawing board.

MarinOne is the most versatile PPC management tool on the market. It makes it easy to plan, buy, optimize, and report on all your campaigns. Plus, with our automation insights feature, you can easily uncover opportunities for reducing spend, make the most of high-performing areas, and analyze data across your channels to improve your campaigns with ease. 

Request a demo today to see how we can help you streamline your ad creation process and improve your campaign performance.

Native advertising is the use of paid advertisements to make your content look more attractive by blending in with their organic surroundings, somewhat veiling the fact that a native advertisement is indeed paid placement. 

You may find native ads in various social media platforms as they are recommended on the feed, videos, images, etc. For example, posting an informative article to Facebook instead of promoting a traditional banner ad makes the article an effortless part of the editorial flow of the page. 

Native ad placements can be found anywhere online, not just on social platforms, as millions of websites sell ad space on their site pages through networks like Outbrain, Basis, and Yahoo Gemini. 

Why is native advertising important? 

Now that you have a bit of an idea of what native advertising is, you are probably asking yourself where it falls in importance within the advertising ecosphere. Surely most consumers know an ad when they see one, so is the guise of “blending things in” even helpful anymore? 

For the modern consumer, native advertising simply offers users the opportunity to connect in a format that the user chooses themselves. While studies suggest that most people searching online know they are being advertised to almost constantly, many consumers still take kindly to the effort of making content relevant and unobtrusive. By personalizing content as much as possible, and letting your ads be an organic part of a users’ online experience, your brand will have a higher likelihood of building a favorable reputation amongst new potential customers.

Additionally, you can expect to produce a good amount of brand lift through high engagement rates, click through rates (CTR) and pageviews with a well-produced native ad strategy. 

Types of native advertising 

One of the great things about native advertising is that there are several different types, allowing ample opportunity to take the same piece of content and produce multiple variants for promotional distribution. Most native ads are designed to help keep the general viewer engaged in a piece of content they are reading. This is one of the most common types of marketing tactics that can be used by new businesses to expand their products and amplify brand awareness. 

1) Content recommendation 

The first and the most common native ad type is the content recommendation. These are simply ads that appear as recommended articles and blogs. One thing about them is that they appear in the middle or at the end of an article rather than being on top. 

2) Search and promote the listing 

Another type of native advertisement is the search and promoted listings which essentially appear at the top of an article so that viewers can engage in the ad. Besides appearing on top, they may also appear on the side page of the article so that as viewers scroll down the article or blog, they can watch the ad. This is a great way to attract more viewers to any website. 

3) Feed advertisements 

The third type of native advertising is the in-feed advertisement which are ads that appear as social media posts as you scroll through social media platforms such as Instagram, Facebook, and even Twitter. Since so many people use Instagram and other social media daily, these advertising types prove to be extremely useful for improving your overall engagement or top of funnel visibility. 

Relevancy of native advertisement 

Since native advertising has been around for a bit longer than other digital marketing methods, like video ads or social commerce, it’s easy to be enamored with newer, shinier pennies. But do not underestimate the value that this advertising method can bring to your holistic marketing plan. Native ads continue to be a relevant tactic for many businesses as they build brand trust and authority with users, due to their inconspicuous nature. The success of these ads depend on the quality of their content. If the content is memorable and gripping, it is more likely to engage an audience and bring new people into your customer funnel.

Native advertising best practices

You should be following best practices to get the most out of a native ad strategy. That includes:

• Plan and budget all of your campaigns. Setting achievable goals by campaign type also helps a lot.
• Save time and effort with high-quality content.
• Targeting is important here, so you can make sure to optimize your reach and impact.
• In order to provide a good user experience, test and optimize creatives so that you always show the best variant for the audience.
• Data analysis can help you identify the best content for each geographical region to which you are advertising. With content-driven marketing it is particularly important to ensure culture and regional context is considered.

Be a storyteller

Brands are shifting their strategies for more effective native ads; instead of running ineffectual campaigns, they're prioritizing storytelling and putting content in the right context.

This includes tangible assets such as advertising on premium publishers with a clear brand message to tell. Many brands already apply this methodology other channels such as PR and SEO, and the same can absolutely be done with a well thought out native advertising roadmap. Be in control of you brand's story. 

Meet with a MarinOne marketer today on how we can tie all of your advertising campaigns together in one place…including your native advertising.

We’ve recently decided to do an experiment to see whether an On-Demand webinar would attract more viewers than the typical approach of picking a date and broadcasting the webinar live.

Marin regularly hosts “live webinars” and we typically get thousands of participants, but only about half the viewers attend the live session, the rest view the webinar when we send out the recording. In a Netflix world, our hypothesis was that people would prefer to have the content right away and by offering immediate access to the webinar, we would get better results. So we decided to do a test.

During this tough time for everyone, we wanted to share our results as they might be helpful for you to engage with your audience by hosting webinars while most of us are working remotely and self-isolating. Now is probably the best time to create more digital content to reach out to your customers.

Evaluating Engagement Metrics

First and foremost with a test, you want to define how you measure success. We have two goals for webinars: 1) Generate new leads who might be interested in our digital marketing platform 2) Build our position as thought leaders in the market by presenting amazing content that delivers actionable suggestions for digital marketings.

With these two goals, the key metrics are registrants and attendees. Moving forwards, two more important metrics are “Audience Retention” and “Audience Engagement”. In order to really measure the success of our webinar, we firstly view how many people started watching our content and how many dropped off during the session. Finally, did the audience engage with us during the Q&A session?

The Test

The test methodology was straight forward, we split our audience randomly into two groups, half received a series of emails inviting the users to a live webinar approximately three weeks from the first email. The second group received the same emails, but the call to action was to view the webinar on demand at their convenience.

Which One Wins?

We pulled out the results and here is what we’ve got:

So more registrations, more attendees and deeper engagement with the content for the live approach. We were shocked, clearly our hypothesis was wrong and people are more attracted to a live event. While the test was done in a pre COVID-19 world, we would expect the results to hold up as people are looking for opportunities for social interaction to break up their solitary days at home.

Ready to learn more?

Whilst we are all at home in isolation, now is the perfect time to get free training on Digital Advertising content. Marin has a list of webinars with the best practices in Digital Advertising, starting from Outsmart Smart Bidding to Amazon Advertising to Developing a Successful Marketing Strategy with Instagram Stories. Get Started Now!

This is a guest post from Sophia Fen, Mobile Account Manager at 3Q Digital.

As a digital advertiser, you most likely spend the majority of your digital media dollars on Google and Facebook. It makes sense—eMarketer forecasts that together, the two tech giants will make up more than 46% of global digital ad spend this year.

However, once those platforms are set up and optimized, where do you go from there? What else should you test?

In the mobile app world, a next step and expansion opportunity is running on mobile ad networks and DSPs. These offer scale, additional inventory, and targeting capabilities to help take your campaigns to the next level.

What is a Mobile Ad Network?

A mobile ad network is a collection of multiple ad inventory sources (includes both in-app and mobile web inventory) that allows advertisers and agencies to reach broad audiences relatively easily through targeted buys.

What Is a DSP?

A DSP is a demand-side platform. This is where you can run real-time bidding (RTB) campaigns, accessing a large amount of inventory by plugging into multiple ad exchanges and ad networks.

What Are the Pros and Cons of Working with Mobile Ad Networks?

Pros:

• Large amounts of inventory
• Wide variety of inventory types—inventory grows and changes daily
• Usually an untapped growth channel for advertisers
• Many ad networks will let you buy on a guaranteed cost per install (CPI) or cost per action (CPA)
• Most ad networks have sophisticated machine learning algorithms that learn your campaign and objectives over time. They also maintain databases with millions of unique device profiles.

Cons:

• Often there is less transparency
• Traffic volume can be sporadic, and pacing has to be adjusted frequently
• There is a lot of fraud and distrust in the space. However, more advanced fraud protection tools and guaranteed pricing models are helping to mitigate that.

What Types of Ad Units Can You Run on Ad Networks?

Most ad networks run banners, interstitials, video, native, and offer walls. [Offer walls should be reserved for incentivized burst campaigns only, as the user is likely not highly qualified since they’re downloading the app to receive something in return (coins or points for a game, for example).]

How Is Targeting Done on Ad Networks?

Targeting capabilities vary between ad networks, but most have some type of algorithm that uses a variety of data points to determine valuable users and audiences. These data points can include types of apps installed on the user’s phone, how the user engages with their apps, demographic and behavioral information, and location data.

Once a campaign has a substantial amount of valuable converters, you can then generate lookalikes for targeting for scale. You can also target by category (e.g., serve ads for a financial advertiser in other finance apps) or whitelist based on inventory sources that have performed well for other advertisers in similar categories.

If you decide to test into the ad network space, make sure you’re asking the right questions to ensure you’re set up for success. The below checklist is a good starting point.

Checklist: Discuss/Ask about these items when evaluating an ad network:

• Main differentiators
• Pricing models and minimums: Do they offer a fixed CPI model? Do you need a certain amount of spend to run a campaign?
• Out clause terms: Usually these are 48 hours
• Targeting and re-engagement capabilities
• Operating system scale: Do they skew more heavily toward Android or iOS?
• Geo-targeting capabilities: Can they target down to the zip code level?
• Level of transparency: Will they share site/app level data and provide dashboard access?
• Customer Support: Will you have a dedicated account manager?
• Inventory overlap: Are they buying from other networks?
• Types of ad unit: Do they run video, interstitial, banner, native etc.?
• Type of inventory: Do they skew more toward in-app or mobile web?
• Fraud: What are they doing proactively to combat fraud? What’s being done if fraudulent activity is detected? If you’re interested in learning more about mobile ad fraud in general and best practices for preventing it, take a look at this useful target="_blank">blog post.

This morning, Google announced a new feature that will be rolling out across display ads over the next few weeks. In the upper right corner of select ads, a small [X] will now appear allowing users to click and “mute” ads from that campaign from being shown to them again. Google believes that this will be a win-win-win within the display ecosystem: users control their ad experience, advertisers don’t pay to show irrelevant ads and publishers display better performing ads.

Based on what Google is telling us, one irrelevant ad could cost online marketers from showing ads in an entire campaign ever again to that particular user. It seems extreme to prevent all ads within the campaign from showing again, rather than just the group containing the muted ad. However, the same ad could be shown again by a different ad company, or the marketer could run a separate campaign targeting specific content. Though muting isn’t a 100% guarantee that users won’t see that ad again, one thing is for certain, online marketers will need to ensure, now more than ever, that their display campaigns are focused and highly relevant. Hopefully, user engagement with this new feature and changes in ad performance will dictate future updates, if any.

For best practices on managing and optimizing contextually keyword targeted display campaigns, read part 1 and part 2 of our You, Google and the Display Network series.

Reaching over 640 million internet users per month through Google’s Display Network, formally known as Google’s Content Network, is easy. Reaching those internet users that are relevant is hard, and often a seemingly daunting task. Understanding how Google manages and operates their Display Network is critical in ensuring healthy and optimized content campaigns. Google allows advertisers to target audiences through keywords, placements, categories, remarketing and topics. Our discussion today focuses on keyword targeting.

For direct response and branding content campaigns, effective campaign build-out and execution of best practices can mean the difference between millions of wasted impressions and thousands of qualified clicks.

When constructing or expanding Google content campaigns, keep these thoughts in mind:

1. Nature of the Beast
2. Drawing Up a Game Plan
3. Execution is Key
4. The Network Never Sleeps

Nature of the Beast

Before considering displaying an advertiser’s creative on the Display Network, Google first scans the publisher’s content page for repeated and emphasized keywords. Once a theme(s) or concept(s) has been determined, Google then matches the content to an ad creative based on an advertiser’s ad group theme (also known as the moment of relevance). Keep in mind that the theme(s) and concept(s) of a particular content page are continuously analyzed and reclassified.

Drawing Up a Game Plan

Think of content ad groups as you would search keywords. Adding, pausing and deleting keywords within an ad group have an impact, and change how Google assesses that ad group’s theme. Remain highly relevant by considering the overall theme of the keywords contained within each content ad group. Leave no room for Google to incorrectly assess the theme of an ad group and its intended audience.

Execution is Key

Generally speaking, content ad groups are most effective when utilizing 5 to 30 keywords (Google, 2011). Additionally, duplicating keywords across ad groups is highly effective as long as the keywords aid in establishing a common theme. Once a tight set of keywords has been generated, construct ad creative that matches the theme of the keywords and ad group. Including call-to-actions and unique selling points make for effective ad creative. Keep in mind that ad groups are keywords within the Display Network, so never incorporate dynamic keyword insertion within ad creative and always use ad group level URLs.

The Network Never Sleeps

Like search, content campaigns and ad groups require constant upkeep and optimization. In addition to refining ad group themes via keyword expansion, there are key strategies that should be deployed in every content campaign. Like establishing an ad group theme using tightly grouped keywords, negative keywords are just as important in restricting ads from displaying for irrelevant or less relevant publisher content. Consider the difference in advertising desktop computer games and console video games. In this case, a negative keyword list should be generated to block content that discusses new video game releases for the Playstation 3. Similarly, implement site exclusions to exclude your ad creative from showing on poorly performing placements. Conversely, utilize placement targeting to target and capitalize on higher converting placements. Most leading search management platforms capture site referrals and allow you to manage your site placements and exclusions. Creative testing is critical in determining what your customers are looking for. Continuously testing ad creative language (emotional, functional, promotional, etc) and formatting (text, image, video and different sizes) provides insight into what types of ads perform best.

In the ever changing landscape of Google’s Display Network, it’s critical to buy into the concepts of tightening ad group themes, increasing ad creative relevancy and continuously optimizing content campaigns. Start with these simple best practices and begin converting irrelevant impressions into qualified clicks.