How to guarantee your sponsored content strategies breed engagement and not mistrust

1. The Do’s and Don’ts
of Native Advertising
How to guarantee your sponsored content
strategies breed engagement and not mistrust
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2. DON'T
DON'T
DON'T
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Become consumed by this
new flow of income.
Don’t get blinded by dollar signs and
lose sight of what's truly important
maintaining editorial integrity.

3. DO
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Put quality content creation
ahead of bottom-line results.
For native ads to work in news
outlets, it has to resemble real
news. Ensure everything is done as
authentically as possible and develop
content creation methods that allow
the publication to retain its tone and
integrity. Consumers want to engage
with content that educates no matter
the underlying motives.

4. DON'T
DON'T
DON'T
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Position native
advertisements as
editorial content.
Failing to clearly label native
content can result in lack of
trust from the audience. The
more skeptical readers become
with regard to the content they
consume, the more likely
publishers risk compromising or
losing audience trust.

5. DO
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Set forth specific
guidelines for sponsored
content creation.
Substandard content can trigger
loss of readership. Publishers
must implement rigorous review
processes to guarantee content
aligns with editorial quality
throughout the publication.

6. DON'T
DON'T
DON'T
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Focus on selling the
given product or service.
Sponsors should focus on
creating content that provides
information and facilitates dialogue,
for audiences are no longer as
receptive to one-way selling
propositions.

7. DO
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Provide added value that
drives loyalty and brand
advocacy.
Beyond all else, sponsored content
must be relevant, transparent,
trustworthy, and valuable. Only then will
paid media transcend old and new ways of
advertising. Publishers should also limit the
amount of native content that appears each
week or month to avoid alienating
audiences.

8. DON'T
DON'T
DON'T
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Create content that fails to
resonate with the given
audience.
When native content doesn't align with
the publication's usual voice, readers
defect, for they lose trust in the publication
and lack interest in the content. Make sure
native advertising matches the
publication’s usual editorial style.

9. DO
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Establish content creation
strategies that boost
consumer engagement.
Ultimately, as consumer behaviors
change, sponsors and publishers will
have to alter their strategies in order to
sustain relevancy and engagement.
Sponsors will need to monitor audience
preferences and behaviors in order to
provide content that continuously
educates and delights.

10. DON'T
DON'T
DON'T
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Assume that native advertising
will further brand awareness.
Native advertising only succeeds when
consumers embrace the content, as paid
media operates under an "opt-in" mentality.
Audiences must obtain value that they could
not gain elsewhere. Therefore, instead of
producing sponsored content with the
intention of increasing brand engagement and
awareness, advertisers must first verify the
KPIs that will drive desired actions so they
may achieve their end goals.

11. To read the complete 1to1 Media article, “5 Do’s and Don’ts for Effective Native Advertising,” click here: http://www.1to1media.com/view.aspx?docid=35367
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To read the complete 1to1 Media article,
“5 Do’s and Don’ts for Effective
Native Advertising”
visit:
bitly.com/NativeAdDos
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