Want to scale your content marketing strategy through creative distribution efforts like native advertising?
We’re sure you’ve heard the phrase “don’t depend on rented land” in content marketing. While this is true, content distribution is a smart way to amplify a solid content marketing strategy and reach a wider audience you wouldn’t have been able to get in front of otherwise.
A few highlights to expect include (but aren’t limited to):
• How to create high-quality content for distribution
• Where to distribute your content
• Best practices in content distribution
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1.1 CRITICAL TRENDS
3 Critical trends for marketers:
1. Brands Thinking Like Publishers
2. Move from Traffic to Attention
3. Audience Shift to Mobile
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1.2 CMO PHILOSOPHY
78% of CMOs think custom content is the future of marketing…
Hanley Wood 2013
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1.3 BRAND INVESTMENT
Brands are investing in content - $44B (p) in 2014
Custom Content Council 2013
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1.6 ATTENTION ECONOMY
Effort and cost to produce content has come way downBrands are fighting a war for consumer attention
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1.7 NATIVE ADVERTISING
Native = content distribution + attention capture + scale
True Native Distribution
Promoted In-feedBrand Content + Consumed On-site
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1.9 NATIVE AD TECH
…and native ad technology is solving the scale challenge
Brand Content
(all assets)
True Native Distribution
1B+
PVs of True
Native IMPs
250+
Publishers
2,000+
Publications
Reach
Native Ad Server
(+CMS inside)
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2.1 GOALS
Brand Storytelling Goals
Brand Awareness
Customer Acquisition
Customer Retention
Engagement
B2B B2C
Brand Awareness
Lead Generation
Customer Acquisition
Thought Leadership
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2.2 DEFINE SUCCESS
How Do You Define Success?
Web Traffic
Social Media Sharing
Time Spent on Website
Direct Sales
Qualitative Feedback from Customers
SEO Ranking
B2B B2C
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
SEO Ranking
Time Spent on Site
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3.1 SCRIPTED SCALING
Small Team, Big Content
Team
• Content Manager
Volume
• 50+ pieces of content published
per month
Content
• Blog Posts
• Guest Posts
• White Papers
• Slideshares
• Webinars
Content Creation
Scripted Writers
In-House
20%
80%
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3.2 SCRIPTED SCALING
Efficiency of External Writing Teams
Editorial Calendar
Submit Guidelines
Content Written
Review Content
Publish/Promote
Measure
Plan content 4 weeks in
advance
30+ pieces of content written
in 5 to 10 days
3 to 5 days of review and
editing
Promote across relevant
channels immediately
Measure and optimize
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3.3 SCRIPTED SCALING
What Type Of Content Is Easiest To Scale?
Thought-
leadership
Long-form
content
Newsworthy/trend content
Evergreen content
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4.1 IDEA GENERATION
Your
Brand
Don’t Create Content Just To Create Content
Content
Creation
Timing
Your
Audience
Know This First:
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4.2 IDEA GENERATION
Content
Manager
Industry
Writers
Social
Media
Employees
Monthly
Themes
Customer
Stories
FAQ
Industry
News
Competitor
s
GA
Keyword
Tool
Editorial
Calendar
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4.3 EMPLOYEE
ACTIVATION
Employee
Activation
“Your greatest stories may not come from marketing.”
Written by a Scripted Engineer
15,000+ views
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6.1 FREE YOUR CONTENT
Scaled native distribution is key
Brand
Website
Brand
Social Media
Sponsored
Social
Media
Native
Distribution
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6.3 DISPLAY DISCONNECT
Interruptive ad products are the wrong vehicle for content
Google: DoubleClick 2013 / YouTube 2013
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6.9 SECONDARY EXAMPLES
…but in publisher environments, there is a spirited debate
Content Recommendation In-feed or In-stream units (click out)
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7.1 NATIVE MEASUREMENT
Engagement metrics are critical for all forms of native
Viewability
Click (Read) Rate %
Retention Rate %
Time Spent on Content
Scroll Rate
Second Click %
Brand Lift
Recall %
Having an external writing team or service such as Scripted allows Marketers to save time, focus on strategy, keep their marketing team small, and get more creativeoriginal content from multiple writers.
Coming up with an ideas is a pain, and you should do two things: brainstorm to see what makes sense and what is consistent with your own brand. Though you should NOT ignore your competition - use tools like sharedcount to analyze the success of not only your own stories, but benchmark against your competitors (try putting together a draft of this, I can help iterate). I also want to give a primer on Google Keyword planner here.
Content needs to reflect your brand and be relevant to your audience. Without understanding who your content is for and when it’s relevant, you’re brand is just creating content for the sake of creating content. Before you dive into idea generation answer these key questions first.
Allow as many idea opportunities to influence your editorial calendar. Don’t limit this process to one content manager or writer. Though you should NOT ignore your competition - use tools like sharedcount to analyze the success of not only your own stories, but benchmark against your competitors (try putting together a draft of this, I can help iterate). I also want to give a primer on Google Keyword planner here.
Highlight employee activation.
Scripted’s top articles: Teaching a computer to read (NLP), and Jake’s article. Was written by an employee on our product team. It was organic and very relevant to a specific audience. Try to keep these stories aligned with your brand message, but not every story needs to be out content writing if it helps promote our brand authority.
Jake – Scripted Weekly (product update)
You don’t have to be a journalist to create great stories. New York Times example of most popular article?
Also think of scale in terms of guest posts. Talk here about having several pre-written guest posts that are brand-relevant. Not all publications are going to accept your guest posts, but you should have them in your back pocket and be willing/ready to reach out to dozens of relevant outlets to get distribution
Not all publications are going to accept your guest posts, but you should have them in your back pocket and be willing/ready to reach out to dozens of relevant outlets to get distribution.
Technorati story.
Publishers want exclusive content.
The reach of your brand’s website and social media followers are limited. Although you may be getting organic traffic and shares with your content, in order to scale your reach you must invest in syndication. There are organic syndication partners where you share your RSS feed with the publication and if you’re approved you’re content will be distributed to their audience. We started with Business2Community, Social Media Today, HuffPo, Multibriefs, Medium – and looking to be featured more in publication. There is also paid syndication that allows your content to get guaranteed reach and leads in your target audience. Companies such as eMedia, eMarketer, and the AMA all offer these services.