Content that looks organic and natural but is actually paid is everywhere nowadays, from travel blogs to news sites, review portals and even social media. Tune in to learn more about how this style of content marketing works and how you can leverage it for luxury travel.
What do we cover in this episode
- What is native advertising?
- How to use it in brand marketing: brand awareness
- How to use it in direct marketing: awareness stage
- Content syndication at scale
- Taboola and Outbrain
- The danger of native content
Native advertising is everywhere, especially in luxury travel.
Native advertising is usually sponsored content of some sort. Be it an advertorial (the most common format) or some sponsored video, interview, top 10 list…you name it. These days you will find tons of native advertising mixed in with organic luxury travel content on a variety of blogs, websites and recommendation / review portals.
The best way to approach the medium of native advertising is obviously through direct media buys with luxury publishers. But if you want to take it up a notch, you can start thinking about native content syndication platforms like Taboola or Outbrain. At the end of the day going this half automated route is dangerous in terms of luxury travel because you easily end up with a bad brand fit or tons of wasted media budget. So do listen to this podcast first if you want to leverage this method of generating cold traffic or brand awareness for your company.
In the next episode
In the next episode we will have another book review. We will talk about Dan S. Kennedy’s “No B.S. Marketing to The Affluent” and how the principles and techniques described in the book can be applied to luxury travel.