content creation in today’s world of native advertising

Content Creation in Today’s World of Native Advertising

Scripted

Who We Are

Ryan Buckley, Scripted.com co-founder & Head of

Partnerships

Ryan@scripted.com

Todd Sawicki, Zemanta CEO

Todd@zemanta.com

The State of ContentDistribution

ORGANIC SEARCH?ORGANIC SOCIAL?

Google is a shrinking Black Box

-17%(via Shareaholic)

Facebook now admits that businesses will need to pay in order to get their companies posts and information in user newsfeeds. (via Ad Age)

Only 1+% of Facebook Fans are now Reached

Facebook Organic Reach is Dying

Advertising?Paid Distribution?

Today’s reality of online display ads

The nature of digital advertising today is fundamentally shifting as banner ads no longer deliver

99% of banner ads are ignored

Banner ads have lost their luster

Let’s face it … people have never even wanted “ads”

(especially online display ads)

People spend time online to

… connect with others (social networking)… get something done (work or shop)… be entertained or informed (view content)

They are not online to look at intrusive advertising!

Source: Pew & Nielsen

Consumers’ attention is on content…and quality, engaging content at that

Imagine being able to put your ad right here with the content where users will see & engage with it

NOW YOU CAN,WITH CONTENT ADS

Content Ads (n): An ad which delivers promoted content

in a related environment

• #1 Method for content publishers to drive paid traffic• Ads are served next to relevant, high-quality content on/across networks of

websites• Delivers a pull strategy approach: non-interruptive and value-enhancing,

driving greater engagement

Content Ads work across platforms …… and deliver results

Source: “Benchmarking the effectiveness of native ads” study by IPG Media Lab May 2013

52% more views on Content vs. Banner Ads

18% Higher Purchase Intent with Content Ads

You may be buying content ads today ...

…but likely not at scale

Missing on the opportunity to drive maximum reach,impact, and ROI of your content.

Why not?Because managing & scaling content ads takes experience, skill and effort …

Make sense of the chaos

ORGANIZE

FORMAT

PROMOTE

OPTIMIZE

REPORT

Get MORE from your Content Ads

Aggregate and index your marketing content for ease in conducting and managing larger scale campaigns

ORGANIZE

Average Successful Campaign consists > 20 pieces content/month

Format and re-assemble your content into different ad types for all supply channels

Examples of content ad formats• Promoted recommendations• Sponsored headlines (stream ads)• Sponsored content/articles/posts• In-text

FORMAT

Distribute your content across our broad platform of partners to deliver maximum reach, programmatically

PROMOTE

Optimize content strategy for maximum engagement and ROI:

• Contextual placement• Audience selection • Performance of ad

format(s)• Pricing and CPC

OPTIMIZE

Aggregate reporting from all supply sources into a centralized report – measure ROI – Not just Page Views

REPORT

Content Marketers Mastering Paid Distribution via Content Ads

Why Original Storytelling

Matters

Brand Storytelling Goals

Brand Awareness

Lead Generation

Customer Acquisition

Thought Leadership

B2B

Brand Awareness

Customer Acquisition

Customer Retention

Engagement

B2C

How Do You Define Success?

B2B B2C

Web Traffic

Sales Lead Quality

Social Media Sharing

Sales Lead Quantity

SEO Ranking

Time Spent on Site

Web Traffic

Social Media Sharing

Time Spent on Website

Direct Sales

Qualitative Feedback from

Customers

SEO Ranking

Success for Scripted’s Content

Qualified Leads Engagement

Scaling Content With Scripted

How It Works

Small Team, Big ContentTeam• Content Manager

Volume• 50+ pieces of content

published per month

Content• Blog Posts• Guest Posts• White Papers• Slideshares• Webinars

Content Creation

20%

80%

In-House

Scripted Writers

State of Content Teams

34

44%of B2B marketers say they

have a documented content marketing strategy

73%of B2B organizations have

someone in place to oversee content marketing strategy.

Efficiency of External Writing Teams

20%

80%

Editorial Calendar

Submit Guidelines

Content Written

Review Content

Publish/Promote

Measure

Measure and optimize

Plan content 4 weeks in advance

30+ pieces of content written in 5 to 10 days

3 – 5 days of review and editing

Promote across relevant channels

What Type of Content is Easiest to Scale?

20%

80%

Thought-leadership

Long-form content

Newsworthy/trend content

Evergreen content

What is High-Quality Content?

37

Original

Relevant to Audience

Encourages Engagement

Checking Originality With iThenticate

38

Scaling Idea Generation

39

Topic Pitching

40

41

Topic PitchingKnow This First:

Your Brand

Your Audience

Timing

Content Creation

42

Editorial Calendar

Don’t Create Content Just To Create

Content

Questions?

Ryan Buckley, Scripted.com co-founder & Head of

Partnerships

Ryan@scripted.com

Todd Sawicki, Zemanta CEO

Todd@zemanta.com