Tuesday, 31 March 2015

The Power Of Native Content

Content marketing has evolved from a pre-occupation with quantity to content excellence. This transformation came by through the realisation that much of the published content was missing the bull’s eye. It became clear that creating content for content’s sake is counter-productive and a waste of golden opportunities to connect with the target audience.

Content needs to resonate with the audience and one way to do this is by making it native. The concept of native concept is very revolutionary at its core as it goes against the entrenched thinking. Most content marketers did not apply their minds diligently to how they could match their content to the platform on which it would be placed.

The best kind of branded content is the one that is indistinguishable from the platform itself. In fact, the content must not take the readers away from the experience that they are used to. Violating this principle reduces the usefulness of the content as it simply gets ignored.

It is very important to always remember that when a reader gets onto social networking sites like Twitter, Yookos and Facebook, he is looking for either entertainment or to connect with his friends. They dislike being interrupted by branded content in the same way people are irked by a noisy kid in a restaurant.

Native concept is also radical in its simplicity. Social media is all about conversations between friends and a branded should develop good ties with its target audience before it can sell to them. Friends talk in a certain way and brands should learn how its target audience communicates and mimic it via its content.

A winter jacket manufacturer can post a picture of one of its bestselling merchandise and just say “Winter is Coming” and put in a backdrop the audience is familiar with. Nothing will be sold overtly. On the contrary, non-native content will scream a hard selling call to action to the target audience. Whilst in the first example nothing was sold but the prospects were reminded to be prepared for the coming winter and guess content will move their feet and wallets?

Native content must also be platform specific. This is truer now when more people are using smartphones to access digital content. Much of the existing content was created for desktops and laptops but this will not render properly on smaller screen resolutions. What a great way of chasing away potential customers.

The way forward is to have content that is created specifically for smartphones (and feature phones too). This is beyond technical optimisation as the content needs to cater to the psychology of the mobile phone users.

These users have shorter attention spans and therefore digest snackable bite-sized content better. This is where visual content becomes very effective as one picture paints a thousand words or a one-minute video tells a million words.


Native content is very key to successful content marketing. It adds value to a user’s experience and enjoyment of a platform. The result on the bottom line will be positive in the long term.