Native Advertising, Paid Media, Uncategorized
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Chad Pollitt, Relevance’s Vice President of Audience and Co-founder, is an Adjunct Professor with Indiana University’s Kelley School of Business Indianapolis campus. His class, BUS M432 – Digital Marketing: Theory, Design and Strategy, recently competed in a writing competition to practice writing for a publication. The following post is from competition winner, Emily Riley. 


The talk of tomorrow is technology and where it is headed. However, what many companies have failed to recognize is the technology is here now. Whether it’s paid media or earned media, the internet is full of content for buyers. Native Advertising is better known as a paid distribution channel that is built to create top-of-the-funnel content or helping solve problems for customers without pushing your product.

Here are three concepts of Native Advertising that every marketer should know.


What is Zero Moment of Truth? It is that moment when your product/services are researched through a wired device to find out about the product (absolutely everything good and bad), the price, and even reading reviews from others on the product.

Google’s ZMOT has changed the way customers purchase products. In order to reach your customers and stay ahead of competitors it is vital to get connected. Go create content on the Internet for your product and service. Hire someone to be in charge of your company’s ZMOT (yes, this is the first and most vital step). Define the ZMOT for your products. Research what searches are taking place and how you can make sure your product is getting brought up to answer these questions. Become a part of the conversation on your product on the web. Welcome both good and bad – yes bad – conversation on your product. Find ways to show up more. Most importantly, be quick at what you’re doing.

2. Aligning Content to the Buyer’s Journey

Present-day content marketing is forcing content produced by brands to align with the buyer’s journey.
Content production and distribution priorities should be aligned to the buyer’s journey. This means delivering the right content, to the right person, at the right time. It is important for marketers to know the difference between Top of the Funnel (TOFU) and Bottom of the Funnel (BOFU) content. Top of the funnel content helps solve potential customers’ pains (whether that is surface pain, business pain, or personal pain) without directly pushing your product. While Bottom of the Funnel content shows them how YOUR product can solve their pains. Knowing what content to deliver, to which people, and at what point in time is crucial for successful native advertising.



3. Content shock

What is Content Shock ? It is a large amount of content that is constantly growing and being collected. In the years to come it will continue to grow and will be hard to get to the “good” content.

Economics of content is changing since the amount of content dramatically grows yearly. Many industries have experienced content deficit in the past. This phenomenon makes them enter in a new area of overwhelming information density. Content Shock is becoming present, and industries now have to demonstrate ingenuity and determination to make their content reliable and visible on increasingly thick and blocked channels.


Native Advertising is revolutionizing the marketing world, and Relevance has proven their worth in staying modern in marketing practices. Further educate yourself on digital marketing strategies. Do yourself a favor and download the free e-book, “The Native Advertising Manifesto”  by award- winning author, Chad Pollitt. He also posts regularly about Content Marketing. Follow him for regular updates. @chadpollitt


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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
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Larry Alton Freelance Writer and Editor
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Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
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