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.

1. How does native advertising fit into the
content strategy of companies from
different industries?
Cases from FMCG, Fashion and IT SaaS

2. Brands = Media

6. ⅓ of marketing budget goes to
content marketing
Content Marketing Institute, 2017

7. The demand for content professionals
grew by 235,9%
2017

8. Content
is
king.
Distribution
is
queen

9. Organic channels
for content distribution
are not reliable

10. Источник: Adgo.io,
Facebook organic
reach fall to 1,5%

11. Organic channels can reach only
10% of your target audience

12. Native advertising brings relevant
audience to corporate media pages

13. What is native
advertising?
● It resembles the
publication's editorial
content
● Looks “organic” by design,
content and format

14. v
Click and
conversion to
brand’s blog
v

15. Retargeting Look Alike Interests
Soc - dem Geo Device
A variety of native advertising targeting

16. Matchesfashion
uses native
advertising to enter
the US market
Result:
Low bounce rate

17. FMCG brands use
content to
demonstrate shared
values with their
target audience
Result:
next day return 6x

18. Blog - the core of SEMrush
international content strategy

19. SEMrush – SAAS platform for digital marketers
Founded
2008
3 000 000+
users
550+
employees

20. The laws of
customer
acquisition and
retention in SAAS
industry are
similar to
ecommerce

21. Content Marketing– the most
effective way to attract user for SAAS
companies

22. ★ 6 languages
★ 540 authors
★ 500K visits
monthly

23. ★ 50% paid users read the blog
★ 10% subscribed users read the blog
★ 15% of platform’s traffic comes from the blog
★ 30% first payment

24. The end goal of the blog– lead
generation

25. 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

26. Experriment with Display remarketing
x2 conversion

27. Native Ads as an alternative to Display
Regular SEMrush blog’s visitors
retargeting

28. Natives vs Display
★ 3x “better” user behaviour on the
blog

29. 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

30. Natives vs Display
★ 3x cheaper

31. Retargeting campaigns results
SEMrush, USA, autumn 2018
Display Native
CPC $3,0 $0,99 3x higher

32. Natives vs Display
★ chance to place brand or product based
content on the premium platforms

34. When native advertising should be
your choice?

35. ★ 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

36. Zoya Andreeva
E-Contenta
zoya@e-contenta.com
Anna Lebedeva
SEMrush
a.lebedeva@semrush.com