the secret weapon of content marketing: native advertising
DESCRIPTION
How you can use the ninja-like powers of content and social advertising platforms to earn you big, pearly-white links.TRANSCRIPT
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
Advertising = !Pearly-White Links?
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
Native Advertising: The Secret Weapon of Content Marketing
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
PETE CAMPBELL/ KAIZEN • Founder / Director • Won “Rising Star of the Year 2013” (Travolution) • 5+ years SEO experience agency-side & in-house • Built first website at 11 • Ran several high-traffic video gaming sites
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
“Native Advertising let’s you promote branded content to people who will instantly love it, as they’re targeted
based on their interests”
WHAT IS NATIVE ADVERTISING?!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
CONTENT ADVERTISING
3 COMMON FORMATS!
SOCIAL ADVERTISING
ADVERTORIALS / SPONSORED POSTS NOTHING TO SEE HERE MR PENGUIN!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
CONTENT ADVERTISING
3 COMMON FORMATS!
SOCIAL ADVERTISING
ADVERTORIALS / SPONSORED POSTS
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
WHAT IT LOOKS LIKE!
YOUR LINK HERE!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
WHY IS IT AWESOME?!
• You can do this on a shoestring budget "(Average 15p CPC)
• Gets your content promoted to a relevant, already engaged audience !
• You advertise on a network, each one has"it’s own portfolio of publishers!
• Most importantly, it can earn you BIG links that have the Matt’s Cutts Seal of Approval!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
THE MATT CUTTS SEAL OF APPROVAL!
ADVERTISING"(NoFollow, Dynamic URLs) SHARES ORGANIC
LINKS
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
MY EXPERIMENTS!
• Will Content Advertising = correlation of shares & links?!
• 3 x Campaigns on SME Clients
• 3 x Different Networks (Outbrain, Taboola, nRelate)
• Small Budget (£470 / 3 Clients)
• No Other Outreach Tactics
• Measured on a Cost Per Link & Share basis "(Used SharedCount & Majestic Bulk Backlink Checker)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #1 - OUTBRAIN!
• PORTFOLIO: – Food – Sport – Travel"
• AVERAGE CPC: £0.15 • MINIMUM SPEND: £6 "
• SELF-MANAGED DASHBOARD
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #1 – THE LAZY HOSTESS!
ASSET = 15 x RECIPES
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #1 – RESULTS!
• CLIENT: Babe Scott • SPEND: £300 • IMPRESSIONS: 3,292,740 • CLICKS: 2170"
• BOOK SALES: 1 • SHARES: 56 (£5.80 Cost Per Share) • DOMAINL LINKS: 1, NoFollow (£300 Cost Per Link)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
WHAT WENT WRONG?!
!• Quality content, but awful layout & structure!• Lots of advertising, distracting call to actions!• It didn’t encourage people to link / share!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #2 – TWO LITTLE FLEAS!
ASSET = VIDEO LIST
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #2 - TABOOLA!
• PORTFOLIO: – News (UK Focus) – Lifestyle & Entertainment – Travel
• AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)
• ACCOUNT MANAGER PROVIDED
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
PR7 OMG!!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #2 - RESULTS!
• CLIENT: Two Little Fleas • SPEND: £70 • IMPRESSIONS: 439,560 • CLICKS: 320
• DOMAIN LINKS: 13 (£5.38 COST PER LINK) • SHARES: 504 (£0.14 COST PER SHARE)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #3 – 10 ZIG!
ASSET = COUNTDOWN CLOCK
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #3 - NRELATE!
• SPECIALISM: – Technology – Digital – News (US Focus)
• AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)
• ACCOUNT MANAGER PROVIDED
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
TEST #3 – RESULTS!
!• CLIENT: 10 ZiG • SPEND: £120 • IMPRESSIONS: 1,967,213 • CLICKS: 1333
• DOMAIN LINKS: 19 (£6.32 COST PER LINK) • SHARES: 608 (£0.20 COST PER SHARE)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
NAILED IT
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
But why did it work?
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
CURATED VIDEO PLAYLIST!
ASSET = VIDEO LIST
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
JAVASCRIPT CLOCK!
ASSET = COUNTDOWN CLOCK
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
• Content doesn’t need to be great, just packaged well
• If you have a ‘click-bait’ headline, clever formatting & encourage people to link to it – you’ll win.
THE SECRET TO SUCCESS IN CONTENT ADVERTISING!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
THE ART OF THE HEADLINE!
John Caples, US School of Music (1926)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
10 HEADLINE FORMATS YOU NEED TO TRY!
“How To” “Why” “Which” “Who Else”
“Wanted” “This” “Because” “If”
“Advice” 5/10/25/50/100 (Use Numbers)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
USERS DON’T READ CONTENT (THEY SCAN IT)!
“We found 79 percent of our test users always scanned any new page they came across; only 16 percent
read word-by-word.” - JAKOB NIELSEN - 1997
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
5 FORMATTING TRICKS TO GET A USERS ATTENTION!
1. Use Lists 2. Use Sub-Headings 3. Visualise Each Point (GIFs, Photos, Data Viz) 4. Have Paragraph Breaks, Lots of Them 5. Bold, Italic, Underline Key Points
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
MAKING THINGS LINK-WORTHY!
1. Always have a HTML Embed Code"(iFrame or simple image thumbnail)"
2. Use Open Graph Tags to pre-populate Social Share buttons (http://ogp.me/) "
3. Incentivise people to share it"(share to win – rafflecopter.com, paywithatweet.com)
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
KEY TAKEAWAYS!1. Fail fast, this probably won’t work the first time you try it!2. Host content on a separate landing page with its own look & feel!3. Avoid corporate branding, stick a logo beneath the fold.!4. A/B Test Headlines!5. Be clever with formatting, make the content easily digestable!6. Use EMBED Codes and pre-populated social share counters!7. Use the Platforms that have the right portfolio for your asset!8. Have Cost Per Link & Cost Per Share Targets (Track using
SharedCount & Majestic Bulk URL Checker)!9. Measure Page-Flow, Bounce Rate & Time on Site!10. Strip away the non-performers, fast!
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@petecampbell KAIZEN http://www.kaizensearch.co.uk/
Thank You!!!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/