Our native advertising options allow businesses to seamlessly integrate their message into our content, enhancing engagement and building trust with readers. Native content performs well because it aligns with the platform’s tone and offers value to the audience, making it more likely to be read, shared, and acted upon.

Why Native Advertising Works for Advertisers:
Native advertising is designed to feel like an organic part of the reader’s experience. By providing useful information, telling a compelling story, or solving a problem for the audience, native ads increase engagement without feeling intrusive. This strategy builds credibility and fosters a deeper connection between the news site and potential customers. Combined with features like sponsor widgets and backlinks, native ads also improve visibility and drive traffic to advertiser’s website.

We sell two types of Native Advertising:

Promoted Articles (Advertorials)

  • Written in an engaging, reader-friendly tone.
  • Highlights the advertiser’s business, services, or products.
  • Perfect for introducing new offerings, explaining industry trends, or showcasing expertise.

Sponsored Articles

  • Content that aligns with the news site’s editorial tone and adds value to readers.
  • These articles are written by our editorial team but are sponsored by businesses.

Includes:

  • Sponsor Widget: Displays the sponsor’s branding alongside the article.
  • Backlinks: Directs readers to the sponsor’s website, improving SEO and referral traffic.
  • Audience: Opportunity to add Lead Gen questions, Polls, etc.
  • Image Insertion: When a sponsor widget is added, no banner ads will fall within the article. You could insert a graphic inside the article.  However, you will not have access to Ad Butler analytics.
  • Photo Galleries: We can insert several different photos into an article.  This would be beneficial for a new business who wants to show off their business or highlighting different products.

 

 

Effective Targeted Display Strategies to add to Native Advertising

Retargeting:

Retargeting is one of the most effective ways to keep your site visitors engaged and drive conversions. These campaigns track users who visit your site and display relevant ads to them as they browse other websites or social media platforms.

Examples of Retargeting Ads That Perform:

  • Follow-up ad with extended content: After a reader engages with a native article, retarget them with ads offering additional content to deepen the connection.  Works well for service businesses.  Example:  A free guide:  Download our ultimate home renovation checklist.
  • Product or service highlights: If the native article subtly promoted a product or service, retargeting ads could spotlight it more directly.  Example:  Article is local gift ideas.  CTA:  Loved the holiday gift ideas? Save 20% on your next purchase.
  • Retarget with testimonials:  Serve ads featuring customer reviews or testimonials that reinforce the message of the native article.  Example:  The article is about solar panels.  CTA: Join thousands of happy homeowners saving on solar? See why Katie W switched to solar.
  • Exclusive offers for engaged readers:  Capitalize on the reader’s interest by offering a time-sensitive deal or exclusive promotion.  Example:  The article is about local fitness trends.  CTA:  Loved our fitness tips? Get 30 days free at [Local Gym Name]!
  • Build an emotional connection:  Deliver retargeting ads that tap into the emotional themes of the article to reinforce brand alignment.  Example:  Article is on fostering pets.  CTA:  Help pets like Max find their forever home. Donate now.
  • Drive to actionable next steps:  If the native article educated or informed, retargeting ads could guide the reader to act on what they’ve learned.  Example:  The article is on local mortgage rates.  CTA:  Check how much home you can afford today?  Or Schedule a free consultation with XXXX.
  • Invite to Subscribe or Follow:  Encourage readers to stay connected by subscribing to the advertiser’s newsletter or following their social media.  Example: Stay in the loop! Get more expert tips from [Advertiser Name]. Subscribe now!

SEM Campaigns

Ensure your client is easily discoverable on Google Search. Once a user reads an article or sees a banner ad, they are likely to return later to conduct further research. It’s crucial that your client’s business appears prominently in search results, making it easy for potential customers to find them and take the next step.

Interactive Tools with Audience.io

Engage your audience with interactive features like polls and lead-generation questions. These tools not only boost engagement but also collect valuable insights or leads for your business.

Examples of High-Performing Polls:

  • Local Preferences: “What’s your favorite local coffee shop?”
  • Upcoming Events: “Which weekend event are you most excited about?”
  • Quick Opinions: “Do you support the new downtown development project?”

Effective Lead-Generation Questions:

  • “Would you like to receive exclusive updates about [topic/offer]? Enter your email below.”
  • “Sign up to participate in our next poll and get a chance to win [incentive].”

Prospecting

  • A great place to prospect is clients that already have blogs on their websites.  They understand the value of SEO.

How Advertisers Can Leverage Their Native Articles

  • Share it on social media:  Encourage the advertiser to share the article across all their social media platforms with engaging captions and hashtags.
  • Highlight it instore or on site: Create physical or digital displays in their store or office that reference the article.  Example:  Did you see us featured on NEWS SITE?  As featured on NEWS SITE!
  • Run a Contest or Promotion Tied to the Article:  Create a campaign that encourages readers to engage with the article for a reward.  Clients can leverage their own social media and newsletters to direct customers to the article for a prize.  Example:  Read our feature on [News Site] and enter to win a free [product/service]!  It increases click and shares and allows the advertiser to grow their newsletter database by using Audience.io
  • Encourage their employees to share:  Ask employees to share the article on their personal social media profiles to increase its reach.
  • Repurpose the content:  Break down the article into smaller pieces of content, like quotes, tips, or infographics, to share on social media or in blog posts.
  • Promote it on their website:  Link to the article or feature it prominently on their homepage or blog.

Native Ad Idea Starters

  • Local Business Spotlights:  A series of articles showcasing local businesses, their stories, and their impact on the community.  Title it “Small Business Heros” and sell to an advertiser who are business to business companies, like a bank, real estate agent, or office supply company.  Do it weekly, bi-weekly, or monthly.
  • Pictorial Articles:  When an image is worth a thousand words.  For advertiser who need to show their customers what they have to showcase.  This is good for furniture, outdoor design, or a delicious plate.
  • Real Estate Ads:  Real estate ads in native form work well on a local news site because they blend valuable information with subtle promotion, engaging readers. A native article about local housing trends, tips for first-time buyers, or neighborhood spotlights naturally attracts readers interested in the real estate market.  A sponsored article titled “Top 5 Neighborhoods to Watch in [City]” can highlight a real estate agency’s knowledge of the market. Additionally, native articles with images and listings perform when done in a Pinterest way, where you peek the readers interest.  For example, “5 Homes with fireplaces to cozy up to.

Series are several ads over a certain time period branded consistently.

  • Health and Wellness Series: A series focusing on tips, trends, and expert advice in health and wellness.  January is the perfect time to start this series due to New Years Resolutions and several health issues highlighted in the month.  Target Advertisers: Hospitals, gyms, yoga studios, health food stores, mental health clinics.  Example Titles: “Your Guide to Staying Healthy This Winter.” “5 Mental Health Practices for a Better You.”

  • Financial Tips and Advice:  A series demystifying personal finance topics and offering actionable advice. Target Advertisers: Banks, credit unions, investment firms, financial advisors.  Example Titles: “How to Save for a Down Payment on a Home.” “Understanding Credit Scores: What You Need to Know.”

  • Pet Care and Lifestyle:  Articles about pet health, training tips, and fun activities for pet owners. Target Advertisers: Veterinarians, pet stores, grooming services. Example Titles: “How to Keep Your Pets Healthy During Winter.”  “Top Pet-Friendly Parks in [City].”

  • Area History Series:  A series of articles sharing different historical events, places and people from your community.  History performs well because it is hyper local.