native - 7 tips to make your content marketing work - affiliate world europe july 2016
TRANSCRIPT
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Miko Levy
VP Acquisition
Native: 7 Tips to Make Content Marketing Work
Miko LevyVP AcquisitionOutbrain
@MikoLevy
All publisher and brand examples are for illustrative purposes only
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• 38 years old, Married + 1
• 10 years in Online Performance Marketing
• Previously @ 888.com, ROASTe & Conduit
• VP Customer Acquisition @Outbrain
Hi…I’m Miko
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iab UK, Adspend report, 2016
Growth of Native
Change in Spend 2014 vs. 2015
10%
Display
16%
Paid for Search
13%
Banners / Embedded
50%
Content & Native Inc. In-Feed
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Increase in Native Positions
4
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ZenithOptimedia’s Media Consumption Forecasts | 2015
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First, Consumers Just Ignored Our Ads
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The Linus Group, Linus Report. September/October 2007
They Really Ignored Our Ads
Click-Through Rate on Display Ads
7
1996 2007
0%
2002
8%
4%
2%
6%
20041999
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Adobe, May 2015
Now, They Actively Block Them
48%Growth in ad blocking YOY
15% of US consumers
21M30M
39M
54M
121M
181M
7/09
JAN 09 JAN 11 JAN 12 JAN 12 JAN 14 JAN 15
7/10 7/11 7/12 7/13 7/14
Global monthly Active Ad Blocking Software Users (Desktop)
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Nanigans, Global Facebook Advertising Benchmark Report, Q1-2016
The Cost of Facebook Ads is Rising
+39%Increase Year-Over-Year
CPM GLOBAL
+59%Increase Year-Over-Year
CPC ECOMMERCE
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Performance Marketers Seize the Content Opportunity
Digital Marketing Trends for 2016, Smart Insights, Feb 2016
Content Marketing 22%
Big Data 17%
Marketing Automation 13%
Mobile Marketing 12%
Social Media Marketing 8%
Wearables 6%
Conversion Rate Optimization 5%
SEO 3%
Display Programmatic 2%
Paid Search 2%
What are the digital marketing activities with the greatest commercial impact in 2016?
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½ BillionPeople Worldwide
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250Billion ContentRecommendationsEvery Month
If You Read Content Online, You Know Outbrain
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7 Tips to Make Content Marketing Work
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1. Don’t Be a Douchebag
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2. Define a Content Strategy
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Define a Content Strategy
When does your audience consume content?
What types of content does your audience consume?
Where does your audience consume content?
What devices does your audience consume content on?
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3. Build Audience Segments
with the Right Content
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4. Re-engage Audience
Segments with Content
21
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Emarketer
Marketers Increasingly Use 1st Party Data
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Major Platforms Have Moved in This Direction
Facebook Custom Audiences
Google Matched Content
TwitterTailored Audiences
OutbrainCustom Audiences
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One King’s Lane Re-Engaged Site Visitors with Content to Drive Sales
Results:
50%Decrease in CPA
4xIncrease in Conversion Rate
1.5xIncrease in CTR
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5. Sequence Your Content
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There Has to Be A Better Way to Tell Brand Stories
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Optimize For Upper & Lower Funnel Objectives
AWARENESS
CONSIDERATION
CONVERSION
Website Visitors
Social Sharing Time Spent
DownloadsPurchases Sign-Ups
Video Views High-Value Actions
Leads
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Story Sequencing
Why more businesses should be pursuing hybrid cloud Dell Power More
Be your own Chief Cloud Officer Dell
Infographic: Hybrid cloud is the future Dell Power More
AWARENESSDrive awareness withappealing infographic CONSIDERATION
Reinforce brand equity on owned media
ACTIONDrive to registration on owned media
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6. Learn How to Measure
Content KPIs
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Learn How to Measure Content KPIs
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Learn How to Measure Content KPIs
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7. There is No Silver Bullet
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1. Don’t be Douchebag
2. Define a Content Strategy
3. Build Audience Segments with Content
4. Re-engage Audience Segments with Content
5. Sequence Your Content
6. Learn How to Measure Content KPIs
7. There is No Silver Bullet
7 Tips to Make Content Marketing Work