Blogging has become a pretty significant money-making tool in Singapore.
Just ask some of these fashion hotties, who've spun their successful content into apparel businesses, even consulting firms.
If you're one of them or aspire to be, listen up — last month, we got the chance to attend the 2014 Native Advertising Summit, where we rubbed shoulders with some of the highest achievers in the business of headline-making and attention keeping, like Buzzfeed, Forbes, Lifehacker, Mashable, Slate and — ahem — Coconuts. More importantly, we heard from these game changers about how native advertising can be adopted to benefit both the publisher and the stakeholder. Here are the top 5 takeaways:
1. Win the feed
Smartphones are making 'the feed' the standard way to consume advertising, so find a strategy for 'winning' in that feed: Adam Ostrow, Chief Strategy Officer at Mashable
2. Adopt the new newsroom process
Build the right tools to publish — these go beyond the 'old newsroom', which only produced content. The 'new newsroom' also monitors and enhances posts, constantly analysing data: Mark Howard, Senior Vice President of Digital Advertising Strategy, Forbes
3. Think local content for global brands
In 'n' Out, Starbucks, Taco Bell all have strong international presence, even if they're not readily available in a specific country. Eg: Pumpkin spiced latte popular in America, but people in Asia want it, hence shareable: Keith Hernandez, VP of Global Advertising at Buzzfeed
4. Package it nice
Provide size, layout options for different levels of advertising and clients' different needs: Byron Perry, Founder of Coconuts Media
Research how design elements succeed on the different platforms you're marketing sponsored content. Dark or light shading? Consistent font or standout font? With or without "sponsored" logo? (Answer: With does 12 percent better): Lindsay Nelson, Founder of SlateCustom
5. Your content first
Don't compromise on what you're great at doing and what readers like about you — that's what's going to make your native campaign successful: Byron Perry
Know your audience and know how best to connect to them and bring stories to life. For native executions, it's all about quality — agnostic — content that's editorially relevant to the site but also a contextual fit for a brand to further target a specific type of reader. It's a subtle integration...: Danny Allen, Publisher of Gizmodo, Kotaku & Lifehacker Australia
Blogging has become a pretty significant money-making tool in Singapore.
Just ask some of these fashion hotties, who've spun their successful content into apparel businesses, even consulting firms.
If you're one of them or aspire to be, listen up — last month, we got the chance to attend the 2014 Native Advertising Summit, where we rubbed shoulders with some of the highest achievers in the business of headline-making and attention keeping, like Buzzfeed, Forbes, Lifehacker, Mashable, Slate and — ahem — Coconuts. More importantly, we heard from these game changers about how native advertising can be adopted to benefit both the publisher and the stakeholder. Here are the top 5 takeaways:
1. Win the feed
Smartphones are making 'the feed' the standard way to consume advertising, so find a strategy for 'winning' in that feed: Adam Ostrow, Chief Strategy Officer at Mashable
2. Adopt the new newsroom process
Build the right tools to publish — these go beyond the 'old newsroom', which only produced content. The 'new newsroom' also monitors and enhances posts, constantly analysing data: Mark Howard, Senior Vice President of Digital Advertising Strategy, Forbes
3. Think local content for global brands
In 'n' Out, Starbucks, Taco Bell all have strong international presence, even if they're not readily available in a specific country. Eg: Pumpkin spiced latte popular in America, but people in Asia want it, hence shareable: Keith Hernandez, VP of Global Advertising at Buzzfeed
4. Package it nice
Provide size, layout options for different levels of advertising and clients' different needs: Byron Perry, Founder of Coconuts Media
Research how design elements succeed on the different platforms you're marketing sponsored content. Dark or light shading? Consistent font or standout font? With or without "sponsored" logo? (Answer: With does 12 percent better): Lindsay Nelson, Founder of SlateCustom
5. Your content first
Don't compromise on what you're great at doing and what readers like about you — that's what's going to make your native campaign successful: Byron Perry
Know your audience and know how best to connect to them and bring stories to life. For native executions, it's all about quality — agnostic — content that's editorially relevant to the site but also a contextual fit for a brand to further target a specific type of reader. It's a subtle integration...: Danny Allen, Publisher of Gizmodo, Kotaku & Lifehacker Australia