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Paid Content Promotion: The Essential Guide



Paid Content Promotion: The Essential Guide

Updated April 14, 2022

No brand exists in a vacuum. To thrive and grow, it needs a constant influx of supporters who buy into its perspectives, points, and purposes and customers who buy its products.

A non-vacuum existence is the very reason marketing was invented – to draw interest by disseminating information about a brand’s favorable attributes, build desire for its products and services, and provide a clear pathway to make a purchase.

High-quality, high-value content can help achieve those goals on its own. But online noise and distractions, declining organic reach on social media, and ongoing shifts in search trends, getting that content seen and clicked often requires paid promotion.

Getting your #content seen and clicked often requires paid promotion, says @joderama via @CMIContent. Click To Tweet

You promote your content using traditional techniques – banner ads and paid placements – just as you would for a product or service. But content marketers can also take advantage of more strategic and authentic paid media approaches.

This overview offers some help, outlining paid promotion options like native advertising, paid search, influencer marketing, as well as Facebook, Twitter, LinkedIn, YouTube, TikTok, and Snapchat.

What is native advertising?

Native advertising is a third-party distribution format where the paid content matches the form, feel, function, topics, and quality of the content on the third-party site. The intent of the ad is not to disrupt the experience a reader would expect to find on that publisher’s site. Native ads support brand or direct-response goals.

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Brands like Penny Hoarder and Banyan Hill use native advertising to promote its content on Business Insider.

Image source

Why it works

You can reach an audience beyond your brand’s owned media channels who may be interested but unaware of your content. This technique positions content as useful, relevant information, making it less likely to encounter ad blockers and “banner blindness” and more likely to be trusted.

How to work it

To benefit from native advertising’s traffic-boosting effect, carefully select the content and the sites where you publish it. It also should speak to that audience’s pain points – not to go for the hard sell – so it will be recognized as valuable and not useless fluff.

Native advertising often is done through networks that will publish your ads on multiple sites. Before signing an agreement, make sure the target audience complements your own – why pay to reach the same audience twice or engage people who aren’t likely to share your brand’s interests or recognize its value?

Before signing an #NativeAdvertising agreement, make sure the target audience complements your own, says @joderama via @CMIContent. Click To Tweet

You also need to consider transparency issues. Make sure the content is clearly labeled as native advertising in some way so the ads don’t fall afoul of the U.S. Federal Trade Commission guidelines. It’s also the right thing to do from an ethical standpoint – you don’t want your brand to be accused of propagating “fake news,” do you?

What is paid search?

Search engine marketing (SEM) or paid search involves purchasing ads or sponsored listings on relevant search engine results pages (SERPs). While it may seem like a simple, straightforward concept, it’s a deceptively complicated technique to master. It involves keyword targeting, platform-specific display variations, ongoing algorithm changes, and a highly noisy and competitive marketplace for popular phrases.

The paid text-based listings get bumped to the top of the SERP and tagged to denote it’s a paid spot.

Paid text-based search listings get bumped to the top of the rankings page and tagged as a paid placement, says @joderma via @CMIContent. Click To Tweet

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Paid search ads display at the top of a Google SERP, typically above organic listings. Adobe, Widen, Airtable, and General Assembly use paid search ads to put their content atop the ranking results for the term “content marketing.”

Why it works

Almost everyone uses search engines daily – often dozens of times a day. (Why do you think “Google it” has become the ubiquitous term for looking up a piece of information?). Paid search makes sense given the decline in organic links and the prominent role of the first page in attracting clicks.

How to work it

Google’s search ads run on a pay-per-click (PPC) basis. It uses an auction-based system to determine when and how often your ad is displayed alongside the targeted keywords. You should have a working knowledge of Google’s Ads. The system lets you choose a campaign type, create the ad copy, landing page URL, and calls to action, select target keywords and audience segments, and establish a budget, goals, and bid strategy for each campaign.

Setting a budget and maximum PPC informs your bidding process. Google’s algorithm evaluates your campaign against competitors targeting the same keyword (including their budget and PPC max). Then, it determines when and how often to display your ad.

Of course, success can be elusive and fleeting as searchers adjust their clicking behavior because they suspect paid links won’t be as helpful as organic links. This means it’s critical to do your homework before venturing into the wonderful world of the Google Ads auction (or the similar ad-buying processes offered by Bing and other search engines).

What is influencer marketing?

Influencer marketing programs enlist popular voices in your industry – people who have the ear of your target audience – to bring your content to their audience’s attention. Influencer involvement can be simple, like regularly retweeting your content to their communities, or more involved, like co-producing content for collaborative publication.

Though this technique can be leveraged on a non-paid basis, many high-profile influencers and celebrities and those with whom you want to establish a consistent, long-term partnership will likely expect to be compensated for the arrangement.

Why it works

Influencers’ audiences are receptive to their ideas and recommendations. Thus, influencers are well-positioned to amplify your content’s reach and awareness, which helps your content get found and consumed by the right audience. They can also lend credibility as their audience trusts the influencer to publish only valuable and relevant content.

How to work it

All influencer marketing requires logistical legwork to get your program off the ground. Here’s a rundown of the basic process:

  • Become familiar with the notable voices in your industry and related social communities to identify influencers to speak on your content’s behalf.
  • Vet potential partners to identify those who align well with your brand values, voice, and content topics and offer the best potential to further your promotion goals.
  • Engage top candidates and solicit their participation.
  • Negotiate terms, fees, and deliverables for the engagement.
  • Seed, track, and manage their efforts on an ongoing basis.

All #InfluencerMarketing to promote your #content takes logistical legwork to get your program off the ground, says @joderama via @CMIContent. Click To Tweet

Additional tips: CMI offers an influencer marketing guidebook, which details the steps involved in leveraging influencers (paid and unpaid) and provides customizable templates to make the process more manageable.

These quick tips will help you navigate the process more smoothly:

  • Use tools and search to discover viable candidates: Try typing [your industry] + “blog” (or “site”) into a search field, then use advanced search operators to expand or narrow the results. To make influencer discovery even easier, work with some of the dedicated tools listed here.
  • Outline the terms of engagement: Before you enlist an influencer, have a clear idea of what you are asking them to do, the results you want to achieve, and what you will offer in return for their assistance.
  • Spend smartly: Just because your budget is tight doesn’t mean you can’t engage big-name influencer talent. Consider negotiating on terms, such as lowering the number of actions required of the influencer, to make their partnership more affordable. Alternately, find an influencer who already shares your brand’s passions and might accept a reduced rate to partner with you.
  • Go beyond the usual suspects: You don’t have to impress a big-name industry guru or hire an internet celebrity to get value from influencer marketing. Consider working with popular bloggers or other relevant influencers who have something to gain beyond a big paycheck to help increase your share of voice. Or work with satisfied customers in an influencer capacity as they can hold more sway over your audience than a neutral third party.

What is paid social media promotion?

Last but not least is paid promotion in social media – by far the most complex playing field. Yet, they are arguably the most impactful promotional channels, given the billions who use them to stay connected to the people, products, and ideas that matter to them.

Paid social promotion is mostly straightforward: You pay a fee – typically a pay-per-click (PPC) or cost-per-impression (CPM) basis – to increase your content’s chances of getting in front of your target audience while they use the social media platform.

The challenge is each social platform operates differently – formats, campaign deployment, control over the process. Big platforms, such as Facebook, Twitter, LinkedIn, and Instagram, offer multiple ad formats, with dozens of configuration options to entice viewers with sound, video, interactivity, and more.

Paid Content Promotion The Essential Guide

The Fab Story pays to promote its content, like this one about ideal daily routines, on Instagram.

Why it works

The sheer volume of activity on most social channels means it’s difficult to get into your target audience’s feeds, let alone grab their attention without some paid support.

Social media platforms also continually refine and expand their paid opportunities, so it’s a good idea to stay on top of the latest options.

#SociaMedia platforms continually refine and expand their paid opportunities, so it’s a good idea to stay on top of the latest options, says @joderama via @CMIContent. Click To Tweet

How to work it

Detailing every social channel’s paid promotion offerings is a Herculean task that would far exceed the scope of a single article. But fear not: To help you pursue their common opportunities from a more informed standpoint, I compiled this summary:

1649932911 609 Paid Content Promotion The Essential Guide

Pitchfork uses Facebook to promote a timely story about the death of Foo Fighters drummer Taylor Hawkins.

Image source: Facebook Stories

Facebook is at a bit of a crossroads given Apple’s iOS privacy changes and a recent study that its ad targeting around user interests may be inaccurate 30% of the time. In response, parent company Meta plans to remove some ad targeting options to reduce the potential for abuse.

Yet, Facebook’s multiple formats, configurations, and distribution efforts still make it a robust and impactful choice for content promotion. Here are the core options:

  • Pins: Post and pin a piece of content on your business page to keep it at the top of the timeline. It’s the first thing users see when they visit your page. It’s also free and easy to do for page admins or editors. The pin expires in seven days, which makes it great for adding a little oomph to a piece of content getting good traffic on your owned media channels.
  • Boosts: Pay to extend the reach of an organic post, Story, or Reel beyond the people who liked your page and receive your content in their news feeds. This technique allows segmentation based on age, location, lifestyle interests, and more.
  • Ads: Promote content the same way you might advertise a product or service. You can place simple text- and image-based ads that feature content you posted on Facebook. Configure link ads for Stories and Reels that go to a designated landing page or lead form. You can get more creative with in-stream video ads, carousels (a single ad displaying multiple images or videos), or Instant Experience ads – interactive multimedia showpieces optimized for full-screen mobile viewing.

Ad campaigns are configured through Meta’s Ads Manager interface – an auction-based system, which enables you to set a budget and maximum bid amount, choose goals and audience-targeting details, integrate creative assets, and deploy the ad across Facebook, Instagram, and Messenger. The campaigns also can work across third-party apps and websites in Facebook’s Audience Network program.

Brands on Facebook also have the option to manage both their page content and their ad campaigns through Meta Business Suite – a centralized set of tools for business users.

1649932911 8 Paid Content Promotion The Essential Guide

This Instagram display ad for mindfulness app Calm incorporates a soothing visual well-aligned with the benefits users associate with the brand’s content.

Like its Meta-sister site Facebook, Instagram lets you pay to boost content published on your brand’s profile page, as well as buy display ads to run in content feeds. In addition, you can place both display and video ads to run in Instagram Stories. These ads appear in between the image- and video-centric Stories.

It recently added a paid influencer option – the Instagram Creators program. It helps your brand match and engage with influential creators to amplify your existing content from their handles or co-create original branded content for Reels.

TIP: Paid advertising can only be done through a professional account equipped with Meta Ad manager. For boosted posts, it’s helpful (but no longer required) to create a Meta ad account or link your Instagram account to a Facebook page on which you are a page admin. This makes it easier to create and manage ads across platforms using the same set of tools.

Create a @Meta ad account to make it easier to create and manage #Facebook and #Instagram ads using the same set of tools, says @joderama via @CMIContent. Click To Tweet


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Twitter Moment ads like this one from The Barista Bar can be used to drive users to your product pages, as well as to explore relevant content offered on your website.

Image source

Over the past few years, Twitter has considerably evolved its content promotion offerings. While you can still link to and embed content assets for free, adding a bit of budget to the equation gives you more creative flexibility.

Its promoted ads campaign lets you pay to amplify regular tweets or video content embedded in a tweet. You can also leverage Moment Ads – creating, curating, and promoting a collection of tweets to tell an immersive story beyond 280 characters.

Other paid promo options include native text ads, carousel ads (promote more than one content asset within a scrolling unit), Twitter Live (broadcast your best streaming content), and Branded Notifications (create automated @-mention tweets to create one-to-one conversations around your content at scale.)

Its newest feature – Twitter Spaces – may be its most exciting content promotion opportunity. These livestreaming collaborative audio conversations (similar to Clubhouse) deliver an event-like experience, making it an organic (and free) opportunity to weave a mention of your content into your topical discussions. Even more intriguing: Participants don’t need a Twitter account to listen to your Spaces conversations.

@Twitter’s newest feature @TwitterSpaces may be its most exciting #content promotion opportunity. And it’s free, says @joderama via @CMIContent. Click To Tweet

1649932911 43 Paid Content Promotion The Essential Guide

Sprinklr promotes its 7 Principles of Modern Marketing handbook on LinkedIn to enable lead-generation downloads.

Over 800 million business professionals are members of the LinkedIn community, making the platform ideal for brands targeting audiences with a business frame of mind.

LinkedIn offers several paid options for boosting your content’s reach among its members – including those outside your brand’s network and communities.

For starters, LinkedIn offers single-image, video, and carousel sponsored content ads that appear on users’ profile pages. There’s also an ad format specifically designed to highlight your brand’s events.

In addition, you can use its proprietary ad platform to set up: 

  • Direct sponsored content campaigns: These ads don’t appear on your LinkedIn page as an update, but they do provide enhanced lead generation, audience targeting, conversion tracking, and message testing capabilities.
  • Messenger ads: Sponsored messaging lets marketers use LinkedIn Messenger to deliver content and a personalized greeting directly to specific users.
  • Conversation ads: Start quality conversations with your audience through a direct-message, choose-your-own-path experience.
1649932911 312 Paid Content Promotion The Essential Guide

Ad Outreach pays for a pre-roll ad to promote its YouTube Advertising Masterclass.

Image source

Given its parent company is Alphabet – the same as Google’s – promoted content on YouTube can be managed using the Google Ads interface. Given Google’s overall domination of the advertising landscape, YouTube offers an array of highly configurable ad formats that content marketers will find helpful. Options include:

  • In-stream ads (skippable and non-skippable): These ads run before, during, or after videos on YouTube and across websites and apps running on Google video partners.
  • In-feed video ads: These ads promote content in YouTube’s discovery features – adjacent to related video recommendations, search results, or the YouTube home page.
  • Bumper ads: Similar to in-stream ad placements, bumper ads are six seconds or less and can’t be skipped.
  • Outstream ads: These mobile ads only appear on websites and apps running on Google video partners.
  • Masthead ads: These ads automatically play without sound for up to 30 seconds at the top of the YouTube home feed. You can only purchase these by contacting a Google sales rep.

To drive increased engagement to any of these formats, consider adding interactive features to your ads. Options available through Google Ads include;

  • End screens: At the end of your video ad, show an automatically generated screen that encourages viewers to take action.
  • Call-to-action button: Entice viewers to visit your site by clicking on a call-to-action button.
  • Extensions: Provide more information about your business, such as a link to parts of your website or a lead form for people to submit their contact information.
  • Product feeds from Merchant Center: Turn your video ads into a virtual storefront with an interactive product feed.
  • Related videos: Show a list of related videos when your video ad plays on YouTube.

If you’re working with YouTube Studio, you can use the Cards feature, which lets you showcase elements described in your content, as well as promote other videos or playlists to generate engagement for your channel.

@legendaryhbomax Yasss, darling! The House of Escada is OVAH. #LegendaryChallenge ♬ Legendary – MikeQ & Ash B.

HBO promoted its #LegendaryChallenge on TikTok’s Discover page, which helped boost brand awareness and recall.

Content promotions on TikTok may not rival the reach of Meta’s vast network of partner sites or Google’s dual dominion of search and video – yet. The platform’s popularity is growing, and an estimated 1 billion active monthly users spend an average of 38 minutes per day on the platform.

As you’d expect, TikTok’s paid promotion options are video-focused, including in-feed ads and TopView spots – billboard-like videos that play when the user first opens their app. But TikTok also allows the addition of branded effects, including interactive elements that can deepen user engagement.

Alternately, you can build a Branded Hashtag Challenge around your content, like HBO did to promote the launch of its original series, Legendary.

Given TikTok’s popularity with the creator set, it’s a great place to shop around for your next influencer partnership. Its Creator Marketplace is a helpful tool to do that.

1649932911 631 Paid Content Promotion The Essential Guide

HBO created this dynamic video spot for use on Snapchat.

Though the Snapchat audience isn’t what it used to be, it’s still a viable engagement platform, especially for brands looking to connect with audiences in their teens and early 20s.

To keep up with its bigger social sisters, Snapchat has expanded its promotions offerings in the past several years. It offers single-image and single-video Snap Ads. Brands also can stitch up to 20 image/video ads into a Story Ad, which gets delivered in between content or through a branded tile in Snapchat’s Discover section.

TIP: Snapchat’s signature filters and lenses can be tempting to use, but they may not be your best option given the entertainment-focused and highly personal nature of the typical Snapchat conversation.

Additional paid content promotion tips

Regardless of format or platform, the ultimate goal of paid promotion should be to drive audiences to your website, blog, or other owned media channels. Here are some best practices to increase your chances of making that happen:

  • Know your goals and target audience: Most paid promotion solutions provide some form of audience segmentation – helping you get your content in front of the right consumers, not just more. You need a clear view of who those consumers are and what you want them, or you won’t be able to configure your campaigns to achieve those goals. 
  • Put your best content forward: In general, focus on amplifying content assets already performing well organically – i.e., ranking well on search, earning above-average page views, or achieving strong conversion rates. You can focus your energy on optimizing their ad messages and placements rather than identifying content worthy of promotion.
  • Research your keywords for paid search: Look to include relevant terms that receive a decent amount of search traffic but aren’t too competitive, especially when working with auction-based placements.
  • Craft your creative thoughtfully: Creative real estate is often limited in paid promotion spots, so get to the point quickly and compellingly. The text and images should work cohesively to communicate the value your content offers. Don’t forget to include a clear call to action, so your audience members know what to expect once they click.
  • Optimize your landing pagesSpeaking of clicking, ensure that once the users arrive on your site, they find a worthwhile experience. Make it easy for them to access the content promoted in your ad and provide a clear navigational path to help them discover additional, contextually relevant content.
  • Take advantage of retargeting capabilities: As Aaron Agius points out, craft your PPC campaigns to retarget people who have expressed an interest in your brand’s content but failed to take action the first time around. With Facebook, for example, you can add a Meta pixel (a small line of code inserted into your site pages) to accomplish this. (Note: Apple’s iOS14 changes will affect those tracking capabilities, so it’s a good idea to read up on those changes here.)

Amplify to achieve

While content marketing is a powerful technique on its own, just imagine what your efforts can achieve with the right paid promotion campaigns working to amplify and expedite your success.

Got a great tip for getting better results from your investment in paid search, social media advertising, native advertising, or influencer marketing? Why not share it with your fellow marketers in the comments?

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing institute

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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How Does Success of Your Business Depend on Choosing Type of Native Advertising?



How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.

The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.

What is native advertising?

When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.

Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.

How does native advertising benefit your business?

An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:

Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.

Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.

Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.

Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.

Types of native advertising

Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.

  • In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
  • Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
  • Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
  • Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
  • Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.

Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.

How to create a workable native ad?

Consider these 5 steps for creating a successful native advertising campaign:

  • Define your target audienceUsers will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
  • Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
  • Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
  • Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
  • Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.

Key takeaway

Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.

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