Today you can see examples of native advertising on many popular websites such as CNN.com, Huffington Post, The Onion, Fast Company, The New York Times and various local newspapers – as well as other popular online magazines and websites. The way you can spot native advertising is that it does not look like an advertisement or the old-fashioned advertorial. Instead it’s sponsored useful content that does not read as an advertisement but as useful content in and of itself that the audience will likely enjoy.
There are some experts who do not believe that sponsored posts are really native advertising. They consider them regular advertising. Copyblogger’s Demian Farnworth is one expert who defines native advertising as:
“… [P]aid content that matches a publication’s editorial standards while meeting the audience’s expectations.”
But Wikipedia defines native advertising as any advertising that appears within the context of the publisher’s website based on content that is sponsored by the publisher or promoted by the creator. In other words, the content is paid for in some way. In some cases “paid for” means that a brand might donate the product that is being featured in order to promote brand awareness instead of money exchanging hands.
Many of CNN’s stories, especially when it has to do with a new product, a movie, or a star, is likely a form of native advertising done really, really well. Even if no money changes hands... if a brand is mentioned, it’s all about brand awareness, and you can be sure that the brand solicited the story in some way.
This is a parody site that makes its money off ads and uses a lot of native advertising to do it. With The Onion, it can be really hard to know which articles are really advertisements in some way. But, there are all kinds of native advertising going on within The Onion including paid posts, sponsored posts, and donated product placement.
They use native ads by having companies sponsor different stories that may or may not be about the brand. They also have content written by brands and promoted by brands. It’s a really good example of a website that uses many different forms of advertising very well. A good example is a post published by and promoted by ExxonMobile entitled “What Kind Of Engineer Should You Be?” This is very informative content for the reader, plus a line of tweets mentioning ExxonMobile to the right.
This website gets most of its ad revenue from native advertising as most of the posts are created by and promoted by other publishers. Cracked works with brands to create sponsored content, unlike Buzzfeed which allows brands to create the content themselves. They prefer to create the content themselves in order to maintain their specific standards to create off the charts, funny, irreverent and awesome content.
Native advertising is an important way for brands to get their message out to the world, create brand awareness, and get more visitors to their own websites.
Agreat way to become an expert in your niche is to become an author. Writing a book requires that you know something about your topic, and are able to communicate it in a cohesive way that makes sense to your audience. It’s one of the most tried and true ways of building up expertise status. It was an effective way to do it even before the internet, and the ease of publishing eBooks on Kindle and your website.
Writing a book is a great little selling tool that consist of an easy to give away (or sell) package of information that you know. It's just all there; you put your knowledge in the book, and then you can prove that you have that knowledge because you were able to put that together for your audience.
Nothing is more satisfying than having that book with the cover showing your name bold on the front. Its one reason people who are involved a great deal in education are encouraged and in some cases required to become published to prove what they know. Nothing works better than the process of writing a book to clarify what you know and believe.
You can shout from the rooftops that youre an expert, and you may very well be. But, the book is proof that you have that knowledge. People respect it, and when they see that you're published they will believe that you have credibility, even if you self-publish. This is because you are willing to put that book out there, and take the criticism that goes with putting your ideas out into the public for comment.
So many people want to hide behind their computers when working online or owning a digital business. But, as an author you need to come out of the closet and show who you really are. That's the real key to becoming an expert: being who you are, owning what you know, and showing the world.
If you provide services, want to speak in public, or have great products, a book will increase your value exponentially. When people see you as an expert - and a book will help you accomplish that - they are willing to pay more money for your products, services and information. As your value increases you'll work less, and have more time to study more, write more and boost your expertise even more.
As you write a book, you will collect a lot of information from other experts and from your own studies, and that will help you learn even more. You might even change your mind about something as you write your book. That's okay because that's what experts do. As they learn more, you know more, and you increase your expertise even more.
When you write a book, you have to put your audience first in your mind as you disseminate the information to them. This will give you a lot of practice thinking in terms of how your audience perceives what you write. You always have to write with your audience in mind so that they get what you're saying. It's always about them and how they communicate best.
If you want a great platform in which to offer your services, expertise and ideas to others, then a book is the best way to do it. The book gives you an actual thing - whether it's digital or physical - to point your audience to when questions arise that are answered in the book.
Writing a book takes a lot of thought and planning. And if you put your best foot forward with writing it, direct it to your audience, and write what they need to know, you will advance yourself to expert status with every word.
Businesses – from insurance companies to cleaning companies and many in between – use native advertising to make more sales and increase brand awareness. Whether you are a large or small business, you can participate in native advertising too. And you should, because it works very well to get the word out about your business. Here are examples of business who use native advertising, and how they do it.
As you can see, the number and type of native ads that brands are using are many. This means that there is a place for your business to also use native advertising. The barriers to entry are really low when it comes to pushing out sponsored posts on Twitter and Facebook, and to use a system like Outbrain.com.
There are three types of exposure available to marketers, namely “owned,” “paid” and “earned.” They are all important to the success of your business, but none is more important than earned media. Earned media is the best exposure you can hope for, and while you do not pay for it, and you cannot control it, you do earn it through your actions. Earned media is a far more trusted form of promotion than any other type of promotion because it is seen as truth.
As you can see, earned media can easily become confused with owned and paid media. But, if you can get it clear in your mind that earned media is information about your business that is created and distributed by third parties, then it’ll be easier to understand. The only exception is the case of information that goes viral.
Knowing this, you can somewhat direct the earned media that happens. You can direct it by providing excellent content that has a chance of going viral. Plus, always offer top-notch products and services that your customers will voluntarily want to talk about you to their friends in multiple formats. Remember - whether the discussion about you is negative or positive, it’s still earned media.
You therefore need to seek to control the story by sending out newsworthy press releases to the right contacts that will take ownership of your story and disseminate it to their audience. Provide excellent customer service, terrific products, second-to-none services and you can have some measure of control over the earned media that is out there about you.
There are many different trends and stats available for digital magazine publishers. It’s important to keep up-to-date on these trends and statistics so that you can stay ahead of the game and publish the best magazine you’re capable of publishing for your audience. It’s clear that things are changing in the publishing world due to the easy entry into publishing through the advent of digital magazines and the different platforms to publish them.
Digital magazines are becoming more popular for formerly print magazines. Plus, the barriers to entry are so low that anyone can create and publish a digital magazine for any topic and niche that they desire. What’s clear is that there will be more to choose from for the audience, which means you’ll need to market harder than ever.
So many people have said they are going to leave Twitter, or not use Twitter, and that it’s just not relevant anymore for them. But, the truth is, it’s not Twitter that’s the problem, it’s the users that are the problem. There is too much automation. Remember, social media is for engagement, and people who use Twitter for that purpose see great success. It’s those who have resorted to too much automation that have problems.
Twitter is still a formidable social media outlet that small businesses should continue to use for the near and far future. There are many reasons for that, such as:
Due to these factors, it’s important for small businesses to realize that Twitter is still a useful tool for engagement, research, and promotion. You just have to do it right. If you are having issues with getting results from Twitter, you’re doing it wrong.
Tweet about what you're doing right now, and ask your employees and your contractors to do this as well. Make it relevant to your audience. For instance, if you’re working on a new eBook, say so. “5000 words down on my new eBook!” is a great example of a tweet that will get attention of your audience, and likely some “congratulations tweets” too. What fabulous interaction, from just a simple update that you can capitalize on.
Your Twitter followers not only care about your day and what you’re doing - enough to read your tweets and correspond about them, they’ll also be happy if you share anything profound from other tweets of people who you follow. Sharing, commenting, and engaging are all important aspects of being on Twitter. Without those three things you won’t be successful. So, ditch the automation, and use Twitter for all it’s worth, because it is still very relevant in social media marketing today.
Tips for Publishing Your First Magazine
Before you publish your first digital magazine it’s important to understand what’s important about publishing a magazine. You can increase your audience, give more to your current audience, and find a new income stream via either subscriptions of the magazine or advertising revenue. Here are eight tips to get you started.
1. Start with Building a Potential Subscriber’s List – Before you consider producing a digital magazine it’s important that you have people who want the magazine. Start with building a mailing list or two using the categories that you plan to cover in the magazine to attract the subscribers. Try creating one free report for each category that you’ll have inside your magazine to attract the subscribers. This will give you a good idea of whether the categories you’ve chosen are what your audience wants to cover.
2. Understand What Your Audience Wants – If you don’t know who your audience is, it will be very difficult to know whether or not they even want a magazine, much less what they would want it to cover. Be sure to survey your audience, poll your audience and engage them on various topic ideas for your magazine.
3. Make Your Digital Magazine Available in Multiple Locations – Once published, put your digital magazine into several formats so that it is available on the different tools your audience uses to read publications. It should be available to download directly as well as have the ability to read via mobile device and PC.
4. Use Every Feature You Can – Your audience wants to see images, pictures, audio and other high-tech features in your digital magazine. Using a system that allows you to use all these types of features is what makes digital publications even more lucrative than print publications.
5. Use Super High Quality Images and Content – When you create a magazine the art is more important than ever, as is the content. Due to the way a digital magazine looks, your audience is expecting even higher quality work than they are used to seeing from you already. You’ll need to ramp up your work to a new level.
6. Archive Back Issues – For SEO purposes, be sure to archive back issues on your website. You can make them viewable for members and subscribers only, but having them there will enable subscribers to look back to previous issues which most people love to do. Having the titles searchable is always good for SEO.
7. Decide How You’ll Monetize Your Digital Magazine – It’s important to think about how you will earn money on your new digital magazine. There are a couple of ways that you can earn money, such as selling ad space and/or subscriptions to the magazine. If you are interested in spreading brand awareness, look into giving a free magazine and selling ads. If you are simply looking for another money-making opportunity, you can sell subscriptions and ads.
8. Market Your Digital Magazine – No one is going to find your digital magazine, no matter how many different newsstands it appears in online, unless you market it. You’ll need to promote it to your email lists, your website subscribers, via social media and more. You can even ask subscribers to share it.
By following these tips for publishing your first magazine, you’ll be super successful in your new venture. You’ll increase brand awareness, create awesome new content for your audience, and make more money doing it.
Managing the business registration process the first time will seem unorganized. However, if you do one thing at a time and keep track of everything every year, it will get easier to accomplish and will really amount to little more than repeating what you did last year, writing a check, and mailing it in on time. Some places you can even complete the process online, saving even more time and effort.
Don’t forget to enter the expense you have for any business license into your accounting system, as every penny is a complete write-off from the top of your income. By following the rules and ensuring your business is registered properly, you will not have any legal trouble down the pike that could cost you your entire business.
Almost everyone reading this has experienced microtargeting in the form of paid political “robo” calls, personal phone calls, and emails from political campaigns. This is simply taking the idea of the customer of one to new heights. While you may be bothered by the political phone calls, the truth is microtargeting works. If it did not work they would not spend billions on doing it. As a small business you can also take advantage of microtargeting, and you should.
No, you don’t need to make irritating calls at dinnertime, but you can use microtargeting in several ways as part of your overall online marketing campaigns. Probably one of the best known ways that you can engage in microtargeting is via Facebook Ads and Retargeting Ads. These types of ads are directed to you due to activity that you took, or due to the advertiser singling you out using your demographics.
Your business can take advantage of microtargeting using your email marketing software too, if you send out a poll to your audience to collect more information. You can also look at their behavior to make some assumptions about future behavior. All microtargeting really is, is using the consumer’s behavior to predict future behavior, or their demographics to single them out for specific specials and sales.
Using the consumer data that you can gather to identify and influence smaller groups of people toward purchasing your products and using your services isn’t really anything new. What is new is the technology that makes this one of the most powerful forms of marketing the world has ever known. Microtargeting can improve your sales dramatically, and is not something that you should avoid.
Remember, if it’s good enough for political campaigns, and by the way, Visa (who also microtargets consumers), then it’s good enough for you. Imagine bringing back visitors who came to your site with an appropriate Facebook Ad, or sending ads only to a select group of people who are likely to respond positively, without wasting money on people who won’t.
People often ask about what is the best time of year for email marketing. However, the answer is never what they expect because like most things marketing, the answer completely depends on the products and/or services you’re promoting plus your audience. It may get old hearing that answer – but the fact is, your audience and your product matters greatly.
In effect, the best time of year to send your email marketing messages to your audience is really all year long. But, as with most industries, there will be off times for opening and following through of your email marketing messages. Those are the times you should work even harder to get more sales and up your email marketing exponentially to get the results you want.