More articles for less money and media metrics that skip engagement get us away from what was central to the value of content marketing in the first place? There is a better way.

“I love the artistic challenge of doing something kind of impossible.”- Phillippe Petit, high-wire artist.

The last couple of years have ushered in an explosion of content marketing and “native” advertising activity. These concepts are not even a little bit new, but what is new is that as an industry, we’ve been feverishly working on standardization, scale, and efficiency in the name of truly making content marketing a meaningful part of the digital advertising revenue pie.

So the big news this week came from popular mobile dating app Tinder, with its parent company InterActive Corp (IAC) announcing during its earnings call that it may start to introduce native advertising in a bid to make money from the free app.

IAC chairman Greg Blatt said: “The nature of the Tinder user experience presents itself with real opportunities for native advertising that certain of our other products don’t.”

“To build important companies, the best people live in the future and then fix its problems.” - Paul Graham, founder of Y Combinator.

Content marketing, branded content, native advertising...whatever you choose to call it, it has become one of the fastest growing parts of the advertising ecosystem. When created with a little art and sophistication it can surprise and delight readers, transcending traditional advertorials and becoming authentic, engaging editorial. Across the media industry, old-school publishers and digital natives are getting into the act.

So now that you've accepted 'native advertising' is hotter to advertisers than cronuts to Manhattan's hippest, let's see if we can shed some light on how to make it engaging - and still keep it classy.

“If it doesn’t sell, it isn’t creative” - David Ogilvy

It's a brilliant piece of native advertising. Visually appealing and information rich, this sponsored content walks you through numerous variations of oysters, where they hail from, and interesting facts about each. The New Orleans, we learn, was the preferred oyster of Jean Lafitte, and is the key to Oysters Rockefeller. The sweet and succulent Tangier oyster captivated Captain John Smith when introduced by Pocahontas, and the rest is history.

Next, you're hit with the ultimate pairing sensation, as you imagine washing down these delicacies with a cold beer. Not just any beer, of course - a Guinness Extra Stout.

“Branding is storytelling, and storytelling is a creative work” - Steve Jobs

The outfit. The restaurant. The conversation. The goodnight kiss. The journey from acquaintances to something more is filled with moments that connect one to another, and while more romantic, it's not much different than the relationship between customers and brands.

While we do love some brands, we ignore most - or at least tune them out. Misguided ads and unoriginal marketing concepts have desensitized us to most brand communications. But those brands that are loved are the ones that were heard. These brands connected with their audience in ways that guided them not just to a sale but also to a relationship. Online or off, the way in which your brand engages its customer along their journey can mean the difference between browsing and brand evangelism.

Native advertising is a hot topic and with BuzzFeed launching in Australia as part of a global expansion drive, we thought it only fitting that this week’s #FestivalFlashback is dedicated to Jon Steinberg, president and COO of BuzzFeed. Speaking at The Festival of Media Global last year in Montreux, check out what he had to say about native advertising and his views on how it is set to change the future of the industry.

“You’re either in or you’re out” – Danny Ocean, Ocean’s 11

Who doesn’t love a good heist movie? The leader with the master plan and cast of characters each with a unique set of skills to drive the plan to action… the greaseman, the decoy, the grifter, the hacker, the munitions expert, and of course the get-away. To pull off a great heist, the conspiracy needs accomplices - to pull off great content, writers need them too.

It’s not the technology but the story that matters. The story you pick changes everything.

While native advertising is (and should indeed be) native, it doesn’t have to be advertising as usual. In fact, effective native advertising isn’t advertising at all. Or maybe it’s all just advertising. If that confused you, then you’re not alone.