Contented Audience
Published on Nov 26, 2015
No Description
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
WANT A CONTENTED AUDIENCE?
YOU CAN DO IT WITH (WAIT FOR IT) GREAT CONTENT.
WISDOM OF THE PROPHET
"...the less an advertisement looks like an advertisment, and the more it looks like an editorial, the more readers stop, look, and read." David Ogilvy.
And One More Prophet, FOR GOOD MEASURE.
“Attention is the new currency ... mindshare equals marketshare, and that's where customers are going to pass your brand on." SHINGY.
Before we get into it: hi, i'm graham.
(THIS WAS THE MOST SHINGY PICTURE I COULD FIND.)
BRANDED content.
AT THE HUFFINGTON POST, I WORK IN
HERE'S HOW MY JOB IN BRANDED CONTENT BREAKS DOWN:
Untitled Slide
Untitled Slide
Untitled Slide
Untitled Slide
Untitled Slide
Untitled Slide
Untitled Slide
Untitled Slide
OGILVY TO THE RESCUE!
"Does advertising corrupt editors? Yes it does, but fewer than you may suspect ... the vast majority of editors are incorruptible."
Part 1: STORYTELLING CREATURES.
WHY CONTENT WORKS (FOR ALL HUMANITY.)
Untitled Slide
Untitled Slide
Untitled Slide
YES, (BRANDED) CONTENT IS BEAUTIFUL.
WHICH MAY BE WHY IT'S SO POPULAR LATELY.
H/T Business Insider
IT'S POPULAR WITH HUFFPOST'S BUSINESS TEAM, TOO.
H/T Business Insider
Untitled Slide
CHALLENGE #1: TECH INCREASINGLY LETS USERS SKIRT THE ADS.
Source: Popular Mechanics, Citing Digiday
CHALLENGE #2: USERS ARE PRETTY GOOD AT AVOIDING ADS, ANYWAY.
Sources: Comscore, Digiday, citing 2013-2015 data
The actual number of recall, according to a 2013 Infolinks study, was 14%.
The actual number of recall, according to a 2013 Infolinks study, was 14%.
CHALLENGE #3: USERS ARE COMING TO MEDIA SITES ON DEVICES NOT AS CONDUCIVE TO DISPLAY ADS.
Source: Wall Street Journal
BUT! BRANDED CONTENT SOLVES FOR:
HOW BRANDED CONTENT AND DISPLAY ADS HELP EACH OTHER:
Heavier display integration means better recall and purchase consideration. It works better in COMBO with display ads -- lighter display ad integration only ended up with 55% and 59% respectively.
INNER PEACE.
Part 2: A GUIDE TO NATIVE.
This Is How To Get People To Read Content Co-Created By Your Brand.
WAIT...
WHY EVEN BOTHER WORKING WITH A PUBLISHER?
ONE BIG ANSWER IS TO LEVERAGE A PUBLISHER'S SCALE AND EXPERTISE. LET'S LOOK AT HUFFPOST.
HERE'S THAT SCALE AND EXPERTISE PUT TO WORK FOR BRANDS.
AND BECAUSE I CAN NEVER RESIST SHARING THIS COMPARISON OF PV NUMBERS...
OR THIS COMPARISON OF SOCIAL ACTIONS...
Untitled Slide
WHAT MAKES FOR GOOD NATIVE CONTENT?
CASE STUDY: HOLOGIC
Untitled Slide
81K Page Views
8,000 Social Actions
WE ALSO SAW MUCH BETTER AD PERFORMANCE IN CONJUNCTION WITH CONTENT.
WHY DID THESE PERFORM?
FIRST, WE KNOW THAT HUFFPOST IS A DESTINATION FOR WOMEN'S CONTENT.
BUT WE ALSO KNOW THAT SOME MONTHS ARE BETTER THAN OTHERS FOR CONTENT ABOUT WOMEN.
For instance, through January - March, the PVS were only in the THOUSANDS. These articles would not have worked then.
AND WE KNOW THAT CONTENT ON WOMEN'S BODIES TOPS CHARTS.
For instance, through January - March, the PVS were only in the THOUSANDS. These articles would not have worked then.
BAD NATIVE CONTENT = ADVERTORIAL.
Photo by Sebastiaan ter Burg
IN OTHER WORDS, AVOID BEING THIS GUY.
Photo by Sebastiaan ter Burg
EXAMPLE: NOT GOOD.
Untitled Slide
CASE STUDY: DISNEY
Untitled Slide
OVER THE COURSE OF A CAMPAIGN FOR DISNEY PARKS, THE RESULTS WERE BELOW BENCHMARKS.
IT'S ESPECIALLY BAD BECAUSE DISNEY CONTENT KILLS IT ON HUFFPOST.
Untitled Slide
Untitled Slide
THE BIGGEST PROBLEM: WE WROTE PIECES IN A CONTENT AREA WITH LITTLE TRAFFIC.
TAKEAWAYS FROM DISNEY
- BE FLEXIBLE WITH CAMPAIGNS. LISTEN TO WHAT CONTENT IS ACTUALLY THERE.
- BE COGNIZANT OF THE PLATFORM'S ECOSYSTEM.
- BELOVED BRANDS MAY ENCOUNTER THE "DISNEY PARADOX," WHERE BRAND-CENTRIC CONTENT MAKES SENSE BUT WILL BACKFIRE.
- SOLUTION ONE: GO BROADER. DISNEY IS ABOUT FAMILY.
- SOLUTION TWO: CONSIDER TARGETED CURATION.
Untitled Slide
Photo by JD Hancock
