Building native advertising that audiences trust
Native advertising content
Building native advertising that audiences trust
Carla Faria Director of Content, The Foundry, UK
TRUST
… and creating Native deserving of it
CARLA FARIA Director of The Foundry, Time Inc UK
THE HOT POTATO
What feeds trust?
AFFINITY: “They’re a lot like me”
ABILITY: “They know what they’re doing”
INTEGRITY: “They’re true to their word”
BENEVOLENCE: “They care about me”
… and it applies to content too
AFFINITY
ABILITY
INTEGRITY
BENEVOLENCE
“Speak my language”
“Been doing it for years”
“Publish or post regularly”
“They want my input”
“Relevant to me”
“Experts in the field”
“Consistency in tone”
“Join the conversation”
“Like the things I like”
“Know more than I do”
“Familiar point-of-view”
“Join in at reader events”
The four golden rules
BE AUTHENTIC Maintain a resonant brand voice Let some fallibility show through Don’t be tempted to tweak
BE OPINIONATED Invite the reader to lean in Behave like editorial Join the conversation
BE PURPOSEFUL Know your purpose Is it to educate, entertain, inspire? ... or maybe all three?
BE TRANSPARENT Be honest about your intentions Differentiate between types of content Stick to your word
Respect is everything
THANK YOU
Building native advertising that audiences trust
Carla Faria Director of Content, The Foundry, UK
TRUST
… and creating Native deserving of it
CARLA FARIA Director of The Foundry, Time Inc UK
THE HOT POTATO
What feeds trust?
AFFINITY: “They’re a lot like me”
ABILITY: “They know what they’re doing”
INTEGRITY: “They’re true to their word”
BENEVOLENCE: “They care about me”
… and it applies to content too
AFFINITY
ABILITY
INTEGRITY
BENEVOLENCE
“Speak my language”
“Been doing it for years”
“Publish or post regularly”
“They want my input”
“Relevant to me”
“Experts in the field”
“Consistency in tone”
“Join the conversation”
“Like the things I like”
“Know more than I do”
“Familiar point-of-view”
“Join in at reader events”
The four golden rules
BE AUTHENTIC Maintain a resonant brand voice Let some fallibility show through Don’t be tempted to tweak
BE OPINIONATED Invite the reader to lean in Behave like editorial Join the conversation
BE PURPOSEFUL Know your purpose Is it to educate, entertain, inspire? ... or maybe all three?
BE TRANSPARENT Be honest about your intentions Differentiate between types of content Stick to your word
Respect is everything
THANK YOU
