There’s a lot of talk about native advertising and content marketing. It has been so for a long while. Benefits are presented on regular basis. I am sure it is efficient, I can read the numbers. But it requires that your target audience are able to stand those self-prententious stories and that they are stupid enough to believe everything you tell them on a bought space.

But if you even suspect that your audience have humor and whits, you might reconsider the native/storytelling -strategy. People that can think for themselves usually want to keep it that way – and humor will be the safe passage to their heart (and wallet).

Therefore, make sure to KNOW your audience. Not as birthdates, genders and ZIP-codes. Know them as human beings. Use your empathy and put yourself in their position. Find the right knowledge before you start. And go from there.

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