content creation in today’s world of native advertising
DESCRIPTION
With consumers connected online more than ever, brands have to publish original, high quality content to spread the word about their products and services. Brands also need a cost effective and efficient way to amplify the content they create, as well as measure the success. In this one hour webinar, you’ll learn: - How to use content ads to engage customers - Types of content that perform best with native advertising - How marketers can create and manage content ads at scales - And much, much more!TRANSCRIPT
Content Creation in Today’s World of Native Advertising
Scripted
Who We Are
Ryan Buckley, Scripted.com co-founder & Head of
Partnerships
Todd Sawicki, Zemanta CEO
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
Todd Sawicki, Zemanta CEO