In the transition from traditional to online marketing, many professionals find it hard to adapt to the radically different playing field that the web offers.

The single biggest mistake that beginners and veterans alike make is the shift from straight advertising – that is, talking to your audience – to engaging them – that is, talking with them.

Native advertising is simply boring to the highly intelligent segment of your audience that you can engage with online. People are looking for useful, up-to-date, and entertaining content that may only be indirectly related to your offerings.

As the saying goes, “content is king”.