Content Integration is a type of advertising that allows advertiser to advertising space on its website that will be directly integrated into editorial content of the website. It provides a link into websites for advertising content so it fits fluently into general structure of the website. It is also important to distinguish content integration from other advertising media on the internet because the advertising is usually merged within the text or HTML content. However, Banner ads or pop-ups are included in the source code of a page, but not in the textual content. One advantage of content integration is the mixing of editorial or multimedia content.
It was a fad word once and was generally uttered by few. Today, however, content integration is no longer a fad word, it’s important for organizations across various industries because they have already begun to see reap the benefits of content integration. The rise in the popularity of this form of advertising is due to the falling acceptance of conventional forms of advertising such as overlay advertising.
Without proper planning and preparation integration can slow your efficiency and sucks all the fun out of your new site. But with the right planning, the site can increase your efficiency, sales, and web traffic. It is the process of using SEO (keywords, hashtags etc) and digital PR together to increase your visibility and search engine ranking of your digital content such as web pages, blog posts, video etc.
This is done by using keywords consistency across various digital media platforms. A lot of users are using ad-blockers to suppress overlay advertising in the form of ads and pop-ups. The solution is that the advertising must be placed in such a way that it can be found in the content the user is reading. It encourages the user to interact through the use of different forms of multimedia.
Important Gears of Integrated Content.It’s important for companies that are interested in reaping benefits from content integration to understand the elements that are necessary for success. Here’s a list of key points that are vital for the success of integrated content.
- The audience. Who is going to read the content? Who are you addressing? What are their interests? What do they want to get from your content? What type of language do they use? How do they make purchase? All of these details work together for creating a buyer’s persona, which is the first and foremost important step in creating and integrating content.
- Your Goals. What type of action do you want your audience to take? Do you need them to follow you on different social media? Do you want them to sign up for a mailing list? Click on a link where they can find out more about your products and services? Your goals need to be clearly defined to achieve your goals.
- The Content. The content itself must also be thorough revised and evaluated. What type of content will you be sharing? Who would benefit your organization the most? Blog posts and articles have its own advantage but they aren’t the only types of content. Landing pages, emails, infographics, and even videos are all considered important elements of content. The content your organization uses should be useful and meet the needs of your business. It must also be of high-quality.
- Content Creators. How will you create your content? Do you have an in-house team develop it, or will you be outsourcing it to freelance writers, videographers and graphic designers? Whomever you choose to create your content, make sure that you look at samples and references. Also, make sure you are prepared to pay top dollar for top talent.
Integrating a content can take content to a whole new level. It offers huge rewards for an organization. In order to make certain that those rewards can be reaped, it’s important to have a firm understanding of what content integration is. With an integrated business, every single information or data between systems sent, immediately becomes more visible to the entire enterprise. This permits an organization to engage in proper digital analytics and make decisions with context and awareness from all business units, leading to better revenue and cost reduction. Integration basically provides a combined communication layer between the disconnected products, business units and partners used in a company. It is an evolution from a traditional business into an enterprise that can leverage technology to outperform its competition.