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How does native advertising fit into the
content strategy of companies from
different industries?
Cases from FMCG, Fashion...
Brands = Media
⅓ of marketing budget goes to
content marketing
Content Marketing Institute, 2017
The demand for content professionals
grew by 235,9%
2017
Content
is
king.
Distribution
is
queen
Organic channels
for content distribution
are not reliable
Источник: Adgo.io,
Facebook organic
reach fall to 1,5%
Organic channels can reach only
10% of your target audience
Native advertising brings relevant
audience to corporate media pages
What is native
advertising?
● It resembles the
publication's editorial
content
● Looks “organic” by design,
content and fo...
v
Click and
conversion to
brand’s blog
v
Retargeting Look Alike Interests
Soc - dem Geo Device
A variety of native advertising targeting
Matchesfashion
uses native
advertising to enter
the US market
Result:
Low bounce rate
FMCG brands use
content to
demonstrate shared
values with their
target audience
Result:
next day return 6x
Blog - the core of SEMrush
international content strategy
SEMrush – SAAS platform for digital marketers
Founded
2008
3 000 000+
users
550+
employees
The laws of
customer
acquisition and
retention in SAAS
industry are
similar to
ecommerce
Content Marketing– the most
effective way to attract user for SAAS
companies
★ 6 languages
★ 540 authors
★ 500K visits
monthly
★ 50% paid users read the blog
★ 10% subscribed users read the blog
★ 15% of platform’s traffic comes from the blog
★ 30% ...
The end goal of the blog– lead
generation
How to convert blog’s reader into the user
идом★ Find the blog
★ Read the post till the end
★ Perform target action (CTA)
...
Experriment with Display remarketing
x2 conversion
Native Ads as an alternative to Display
Regular SEMrush blog’s visitors
retargeting
Natives vs Display
★ 3x “better” user behaviour on the
blog
Retargeting campaign results
SEMrush, USA, autumn 2018
Display Native
Bounce Rate 22,64% 6,50% 3,4x lower
Time on Page 07:...
Natives vs Display
★ 3x cheaper
Retargeting campaigns results
SEMrush, USA, autumn 2018
Display Native
CPC $3,0 $0,99 3x higher
Natives vs Display
★ chance to place brand or product based
content on the premium platforms
When native advertising should be
your choice?
★ You have a content strategy and a blog
★ You have the resources and the desire to develop
your blog
○ For different targ...
Zoya Andreeva
E-Contenta
zoya@e-contenta.com
Anna Lebedeva
SEMrush
a.lebedeva@semrush.com
Native advertising as the part of the content strategy
Native advertising as the part of the content strategy
Native advertising as the part of the content strategy
Native advertising as the part of the content strategy
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Native advertising as the part of the content strategy

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One-third of the marketing budget goes to Content Marketing. The demand for content professionals grew by 235,9%. But organic channels for content distribution are not reliable. In this presentation, you can see how Native Advertising is used by companies of different types as a good alternative to Display Ads.

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Native advertising as the part of the content strategy

  1. 1. How does native advertising fit into the content strategy of companies from different industries? Cases from FMCG, Fashion and IT SaaS
  2. 2. Brands = Media
  3. 3. ⅓ of marketing budget goes to content marketing Content Marketing Institute, 2017
  4. 4. The demand for content professionals grew by 235,9% 2017
  5. 5. Content is king. Distribution is queen
  6. 6. Organic channels for content distribution are not reliable
  7. 7. Источник: Adgo.io, Facebook organic reach fall to 1,5%
  8. 8. Organic channels can reach only 10% of your target audience
  9. 9. Native advertising brings relevant audience to corporate media pages
  10. 10. What is native advertising? ● It resembles the publication's editorial content ● Looks “organic” by design, content and format
  11. 11. v Click and conversion to brand’s blog v
  12. 12. Retargeting Look Alike Interests Soc - dem Geo Device A variety of native advertising targeting
  13. 13. Matchesfashion uses native advertising to enter the US market Result: Low bounce rate
  14. 14. FMCG brands use content to demonstrate shared values with their target audience Result: next day return 6x
  15. 15. Blog - the core of SEMrush international content strategy
  16. 16. SEMrush – SAAS platform for digital marketers Founded 2008 3 000 000+ users 550+ employees
  17. 17. The laws of customer acquisition and retention in SAAS industry are similar to ecommerce
  18. 18. Content Marketing– the most effective way to attract user for SAAS companies
  19. 19. ★ 6 languages ★ 540 authors ★ 500K visits monthly
  20. 20. ★ 50% paid users read the blog ★ 10% subscribed users read the blog ★ 15% of platform’s traffic comes from the blog ★ 30% first payment
  21. 21. The end goal of the blog– lead generation
  22. 22. How to convert blog’s reader into the user идом★ Find the blog ★ Read the post till the end ★ Perform target action (CTA) ★ Come back frequently
  23. 23. Experriment with Display remarketing x2 conversion
  24. 24. Native Ads as an alternative to Display Regular SEMrush blog’s visitors retargeting
  25. 25. Natives vs Display ★ 3x “better” user behaviour on the blog
  26. 26. Retargeting campaign results SEMrush, USA, autumn 2018 Display Native Bounce Rate 22,64% 6,50% 3,4x lower Time on Page 07:45 39:21 5,6x higher Pages per session 1,21 4,27 3,5x higher CTR 0,04 0,23 5,75 x higher
  27. 27. Natives vs Display ★ 3x cheaper
  28. 28. Retargeting campaigns results SEMrush, USA, autumn 2018 Display Native CPC $3,0 $0,99 3x higher
  29. 29. Natives vs Display ★ chance to place brand or product based content on the premium platforms
  30. 30. When native advertising should be your choice?
  31. 31. ★ You have a content strategy and a blog ★ You have the resources and the desire to develop your blog ○ For different target audiences ○ For different stages of marketing funnel ★ You have analytics and the right approach to experiments for visitors acquisition
  32. 32. Zoya Andreeva E-Contenta zoya@e-contenta.com Anna Lebedeva SEMrush a.lebedeva@semrush.com

One-third of the marketing budget goes to Content Marketing. The demand for content professionals grew by 235,9%. But organic channels for content distribution are not reliable. In this presentation, you can see how Native Advertising is used by companies of different types as a good alternative to Display Ads.

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