7 Easy Kinds Of Content Proven To Work For Native Advertisers

4. The classic one always works: What’s in it for me?

People only care about themselves. They are always on the lookout for the benefit of performing an activity.

 

Now imagine you post an update on your Facebook page. It will compete with 1500 other stories for appearing in your audience’s feed. Even if the update makes it to a user’s timeline, it will still compete with baby pictures and cat photos.

 

What are the chances of your audience member clicking on your story?

 

Slim.

 

Unless…

 

You craft a title that directly addresses a pain point of your audience. It gives them a crystal clear benefit that they would get on clicking on your update.

 

Boom!

 

Won’t your audience feel PUMPED and instantly click?

 

For coming up with content titles that demonstrate benefits and value you provide, think from the perspective of your audience.

 

Double check the adjectives you’re using. They must not be feature-focused, rather sell the end result.

BettingExpert have used this exact benefit-oriented formula on their email subscription form to increase their signups by 31.54%.

Similarly by stating benefits, you can also increase the perceived value of your content.

 

Instead of using generic sub-headers that just break your content and offer breathing space to the reader…

Tell the benefit of reading the subsections in your article to your audience.

If possible, try to use numbers to show tangible benefits to your readers. More precisely, talk in terms of the monetary value.

 

Money is a touchy subject yet one of the easiest ways to gain attention of consumers. Because 76% of Americans live paycheck to paycheck.

 

Most of the popular scams on the internet try to trick the consumer on making millions with just a few clicks. And unfortunately, the scammers succeed in making millions themselves every year.

5. Humans are inherently curious creatures…

The fastest growing media startups in history like UpWorthy and BuzzFeed rely on creating a curiosity gap. With their clickbait titles, they entice the audience and milk pageviews.

 

UpWorthy crafts as much as 25 headlines per post for coming up with a persuasive one. And as per their A/B tests, headlines can cause 20% to 500% difference in the readership of your content.

 

I wouldn’t recommend you though to make hefty promises in lieu of creating an information gap. BuzzFeed comes under fire for using over the top headlines. You just want to create a minor discomfort for the reader and keep your reader engaged.

 

Mad Mimi performed an A/B/C test on their pricing page with the aim of increasing the clicks on their higher-priced plans. The difference between their variations was that they didn’t list the price on their gold plan.

The result was an incredible 927% lift in clicks to sign up for the gold plan.

All these extra clicks by visitors on variation 1 can be attributed to a curiosity gap created by hiding the price.

 

People love to see and share weird, interesting and strange things to take a break from their everyday rut. Just look at the number of shares these strange content pieces received.

Even if you’re a contact lens brands like ACUVUE, you can create interesting content that garners eyeballs (not metaphorically) – “11 Impossibly Cool Facts You May Not Know About Your Eyes.”

6. It doesn’t take a lot to evoke this emotion with your content…

Want to go viral?

 

Then you just need the right combination of arousal and dominance.

Positive content is primed for social sharing. It evokes feelings of happiness, laughter, admiration, love and surprise.

 

For instance, Metro Trains in Melbourne launched the ‘Dumb ways to die’ video for promoting rail safety. It was a fun video that promoted laughter and simultaneously encouraged critical thinking. With over 70 million hits and $50 million in “global-earned media value”, it’s safe to say that it worked.

What if you create negative content that leads to high arousal?

 

Sure it might go viral, but you’ll need to evoke feelings of extreme anger and fear.

 

A great example is – The “Content is King” Myth Debunked article by Derek from Social Triggers. It made people angry enough to write a follow-up to his piece – linking to, commenting and sharing his post.

Occasionally low-arousal emotion (sadness or depression) evoking content can also go viral. A great example is the Always #LikeAGirl campaign that ended up getting millions of views and generating thoughtful reactions.

 

Now what kind of emotion do you want to evoke from your content?

 

Instead of scratching your head, I recommend you to start with positive emotions – feelings of joy, amusement or awe. They are easier to play around with and dominate the spectrum in most shared content.

7. This is the reason Wikipedia continues to flourish till date…

How many times have you used Google to search ‘how to’ perform an activity.

 

I am guessing it’ll be higher than 10.

 

Just look at the number of search results Google returns for the ‘how to’ keyword.

Humongous, right?

 

A 2008 study on 1.5 million search queries found that as much as 80% of searches are informational.

Educating your audience and giving them tips to live better lives is a tremendous value-addition. Indeed, that’s a major reason why people visit blogs. Wikipedia dominates search results because it has tremendous crowd-sourced information on almost every subject you can imagine.

 

Also, people love to share content that might be actionable and useful to their social media friends.

 

A great example is the recent release of the scarcity plugin by Thrive themes. They released a stunning infographic to educate marketers (their target audience) about the history of Scarcity.

And at the end of the infographic, they revealed the launch of their plugin.

The infographic received great feedback from their audience – garnering close to 150 social media shares and 75 comments.

If you’re a big brand, you can build an awareness about the internal developments in your company with editorial content.

Else, start with simple subjects that you can educate your audience about.

 

You can find them by doing a traditional keyword research inside Google Keywords Planner by seeding some keywords related to your niche. You can even find your competitor’s accidental keywords using the tool.

 

Just enter a competitor’s article in the ‘landing page’ field.

You’ll definitely find some golden nuggets to write educational content about.

 

You can also try FAQFox to find the questions your audience is asking.

 

Simply enter a keyword and a few competitor websites that you want scrapped. Alternatively, you can also pick a category of starter sites to let the tool automatically populate the sites to scrape.

Once you click on the ‘Start Searching’ button, the tool will return questions related to the keyword you typed from the scraped sites.

If content from your niche gets shared a lot on social media, then try Buzzsumo. Even terms like ‘clean toilet’ have been shared thousands of times on social media.

Conclusion

 

The seven ideas I’ve shared in the article will encompass most kinds of content. I hope you were introduced to at least one new content format. They work for other native advertisers. And I encourage you to try one of them using the actionable tools and strategies I’ve shared.

 

Are there any other kind of content formats that you’ve found success with in your native advertising campaigns?

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  1. Consumer’s agents are not for everybody, but they are
    great for that out of area buyer, active persons, people who would like qualified advice throughout the purchase and those who do not have the qualified assets accessible to agents and others in the business.(Real estate agents are NOT attorneys and anybody requiring legal services must consult a lawyer).

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Written by Chintan Zalani

Chintan is an ROI-focused content marketing consultant. Join him at Elite Content Marketer and learn how to grow your business through content.