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The Best of the Best Native Ads 2015

It’s been a big year for native advertising and the content which drives the industry. Each week we…

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Best of

The Best Native Advertising Examples of 2021

Read on to see the best native ads of 2021. When people speak about native ads, they typically…

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Branded Content

How to Produce the Best Native Content, from Some of the Best in the Business

We recently hosted our second native ad talks, this time talking Content Production. Moderated by Lucia Moses, our panelists were Adam Aston (Editorial Director the NY Times T Brand Studio) and Joe Lazauskas (Editor, Contently). During the evening, they shared insights, on how to produce the best native ad content. What was clear from the conversation is that everyone around the table wants the best work. This boils down to a few things, clear objectives, getting the right talent, being a good client and giving it the time it needs. What follows is a synopsis of the discussion. In the end is a link to the video & audio, with time stamps to particular topics. How to be the dream client Adam talked about how the stars aligned for the creation of the Orange is the New Black piece, the key things for as he put it the dream are to: – Come to the table with clear goals for the content – Realize this is a quality game; give your team the time to gestate – Provide constructive feedback – Bring data and/or topic areas to the table, it helps – Be comfortable with the article mentioning competitors, it has to draw people in The flipside of this too is publishers doing their part; both panelists spoke to this from their experience as Editors. How publishers get the best work Involving brands in the content creation process does put a spanner in the works, so publishers have to reflect that. – Hire the best talent – Don’t just throw your team at the whim of the brand, maintain editorial standards – Be upfront around your code of ethics or conduct to establish how you produce native – Continual feedback with client, not just at the end…

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