In the ever-evolving landscape of content marketing, native articles have emerged as a true game changer, providing an organic way to place your brand’s message alongside a publication’s editorial content.
By focusing on topics that are relevant and valuable to food industry professionals, you can create articles that educate, inform and position your brand as a trusted resource.
However, the key to developing a successful native article is to shift your mindset from traditional advertising to a more editorial-driven approach. Instead of simply promoting your products or services, you need to think like a journalist and create content that your audience genuinely wants to read.
There are several storytelling angles you can explore to engage your audience:
Featuring interviews with industry experts, thought leaders or your own team members can offer unique insights and perspectives that resonate with your audience.
For example, in Automotive News’ native article “How to leverage data-driven analytics to drive dealership sales,” Urban Science speaks with an expert from its team and uses a Q&A format to explore the growing role of data. By speaking with an internal team member, the organization demonstrates its knowledge of a complex topic in a way that is easy to digest.
Analyzing and forecasting emerging trends, developments or shifts within a specific market via a trend report provides valuable insights into the direction of the industry. There are a variety of trends you can cover in the equipment or ingredient space but try and keep your content focused on compelling industry shifts and opportunities.
Providing step-by-step guides or tutorials on industry-relevant challenges or topics demonstrates your expertise and showcases your products or services in a practical, educational way.
For example, in the Construction Executive guide “Contractors’ Guide to Managing Cash Flow in 2022,” Grassi’s construction advisors outline how companies can budget for the year ahead while also examining common mistakes businesses make while planning.
Organizing your content into easily digestible lists can make complex topics more accessible and engaging for your readers.
In the Industry Week native article, “4 Fundamentals of Effective Supply Chain Management,” the National Institute of Standards and Technology breaks down four key areas small manufacturers can focus on to develop structured processes, measurements and accountability for a robust supply chain.
In addition to being easy to read, listicles are an engaging storytelling format that are highly shareable, making it more likely for your content to reach a wider audience.
Addressing common questions and pain points faced by your target audience can position your brand as a helpful and knowledgeable resource.
There are endless possibilities for writing an article in this format, but to ensure reader engagement, focus on topics that are relevant and address actual concerns. In addition, provide clear and concise responses to each question by providing valuable insights, actionable advice and practical solutions.
Digging deeper into industry trends, technologies or best practices can help your audience better understand the challenges and opportunities in your field.
For example, in the Buildings native article “How 3D Renderings Can Reveal a Venue’s Hidden Potential,” Sightline Commercial Solutions explores some of the overlooked benefits that 3D rendering can bring to architectural design. In addition to explaining what this tech is capable of, the company also provides real-life examples to support their claims. This builds trust with readers and positions the brand as a reliable resource.
When it comes to native articles, the key is to experiment with different storytelling formats and find the ones that resonate best with your target audience. By providing valuable, informative and engaging content, you will effectively position your brand as a trusted partner and build stronger relationships with customers and prospects.
Want to learn more about making a lasting impression with native articles? Contact a Sosland Publishing media expert today and discover a new way to engage with the food industry.