He’s appeared in the pages of the Wall Street Journal, The Economist, and the New York Times.
He’s presented in Hong Kong, London, San Francisco, and New York City.
He is a fixture at annual events like Content Marketing World, Social Media Marketing World, and BlogWorld Expo.
His list of keynote addresses is equally impressive:
Desperate for new revenue streams, publishers are turning to native advertising in droves.
They are handing over valuable real estate on their web properties to brands that are looking for new ways to drive traffic and build awareness.
And they are charging a premium for this space.
Examples of these native ads run from the advertorial to sponsored content to interstitial ads on mobile phone apps. And options are multiplying. As is the money spent.
The question brands must ask (even though there is no simple answer) is: are we getting a positive return on the dollars being spent on native advertising?
Advertorials are native ads with a single purpose: getting specific action from the reader.
This could be donating to a cause, downloading a PDF, subscribing to an email newsletter, visiting a store, or buying a product.
An effective advertorial grips the reader and leads her to the logical conclusion — pointing her, in very specific language, to what to do next. This is the call to action.
Advertorials come in all shapes and sizes.
- They could be lists or guides
- They could be videos or print articles
- They could be one page or six
Regardless of the format or medium, however, most tell a story.
This is why there are so many similarities between the essential ingredients of a blog post and an advertorial.
But there are still some specific things you must know.