This document discusses using content marketing to drive sales through different stages of the sales funnel. It suggests using broad brand-building content to reach consumers early, more targeted category content to engage consumers as they research, and product-focused content to encourage purchases. Content is presented as fueling audience conversations and social sharing across digital channels like social media, mobile, search, e-commerce, and more.

1. DELL SMALL OFFICE
05/18/12
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Federated Media Publishing Confidential and Proprietary

2. FILL THE FUNNEL & PAVE THE PATH TO
PURCHASE THROUGH CONTENT
HIGH FUNNEL
HIGH
Broadens your consumer base and
conversation coverage by aligning
with brand-building values
MID FUNNEL
Category-specific stories appeal to consumers
researching and narrowing their consideration
set before they move into purchase mindset MID
LOW FUNNEL:
Product benefits & promotions encourage trial and
expose you to related product content, helping
increase share of mind and size of basket
LOW
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Federated Media Publishing Confidential and Proprietary

3. Content Fuels Audience Conversations
What would social media be without compelling content to share?
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Federated Media Publishing Confidential and Proprietary

4. CONTENT IS THE GLUE BETWEEN ALL DIGITAL
ACTIVATION LAYERS
SOCIAL MEDIA
MOBILE Twitter, Facebook, Tumblr, etc
Be part of what they are are all full of shared links and
consuming on phones and people broadcasting what they
tablets find interesting
DIGITAL CONTENT
DATA
Trusted environments are where
Understand what your
consumers routinely go to engage
consumers care about
with their passion points. This is
and use it to target
where content is shareable and
distributed widely (syndication).
SEARCH
Content assets make E-COMMERCE
you more compelling for Provide instant and long
SEO and give people term opportunities to close
paths to find you the sale.
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Federated Media Publishing Confidential and Proprietary

5. INDEPENDENT PUBLISHERS INSPIRE
SOCIAL CONNECTIVITY
Social is a new power-driver of traffic as readers
share content they find valuable… …and Mainstream media
% of Traffic Driven to Properties by Social Media has taken notice
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… giant ocean liners like
Federated Media 32.4% AOL and Yahoo! are
Youtube 26.1% being outmaneuvered by
the speedboats zipping 6
Glam Media 16.3%
around them, relatively
Viacom 12.9%
small sites that have
VEVO 12.4% passionate audiences
Yahoo! 12.4% and sharply focused
AOL 12.1%
information.
Turner 12.0% - NY Times, 9/11/11
CBS Interactive 7.4%
Microsoft 7.2%
NYTimes 5.5%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Source: comScore Source/Loss Report. Sources include Facebook, Twitter, Tumblr, YouTube, Blogger, StumbleUpon, Pinterest. Feb 2012. The
New York Times, News Trends Tilt Toward Niche Sites, David Carr, Published September 11, 2011
Federated Media Publishing Confidential and Proprietary

6. Sharing IS Caring
FM Content is 53x more likely to be tweeted than competitors’
Tweets per 1000 Page Views
53 tweets
Competitive
Index <1
Source: Datasift FM Analysis , 2012 6
Federated Media Publishing Confidential and Proprietary

7. MEET SOME OF FM’S BUSINESS TALENT
A “who’s who” of online business influencers
Barry Ritholtz Anita Campbell Guy Kawasaki
Personal Finance Pundit Sought-after SMB Expert Technology & VC Guru
Fred Wilson Chris Brogan Penelope Trunk
Leading Venture Capitalist Celebrated Brand Consultant Noteworthy Career Advisor & Entrepreneur
Federated Media Publishing Confidential and Proprietary

8. FM REACHES 22MM SMB EMPLOYEES – BUT LET’S
DIG DEEPER
FOODIES
SMB EXECUTIVES SMB FINANCE AFICIONADOS SMB DECISION MAKERS
826 1.8 MILLION 3.9 MILLION
AUDIENCE
FM readers work at an SMB and
AUDIENCE
FM readers work at an SMB and
THOUSAND use a corporate credit card make purchases in excess of
FM readers are management More than 4X Forbes $1000 per year for their company
level or above at an SMB More than 3X WSJ
More than 5X Bloomberg
FEATURED PARTNER
FEATURED PARTNER
VENTURE BEAT THE BIG PICTURE CHRIS BROGAN
The New York Times called “Barry Ritholtz…is a regular guest “How lofty is Chris Brogan’s
VentureBeat one of the “best on financial TV, where he tries to profile? In some high-powered
blogs on the web” and now runs provide a counterweight of circles, extraordinarily so.”
VentureBeat articles on its rationality to the typical ravings
website heard there” -The Boston Globe, April 2011
-Randall W. Forsyth, Barron’s Up and
Down Wall Street Daily
Source: US comScore Key Measures + Plan Metrix October 2011
Federated Media Publishing Confidential and Proprietary

9. PUTTING CONTENT TO WORK FOR BRANDS
Content is the Atomic Unit of Conversational Marketing
Complete Publishing
Platforms
Original
Content Series
Sponsored
Blog Posts
Federated Media Publishing Confidential and Proprietary

10. AMPLIFIED THROUGH CONVERSATIONAL MEDIA
Scaled Across the
Independent Web
Seamless Editorial
Integration
Content Driven
Ad Units
Conversation
Targeting
118M UUs
Federated Media Publishing Confidential and Proprietary

11. TARGET CONVERSATIONS, NOT KEYWORDS
x Keyword Targeting
aConversation Targeting
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12. CASE STUDIES / Content Examples
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13. AMERICAN EXPRESS: OPEN FORUM
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14. AMERICAN EXPRESS: OPEN FORUM
A Brief History of OPEN Forum
Growth of a Small Business Publisher
2011
2007 2008 2009 2010 Over 200
Site Re- contributors
OPEN starts Content from OPEN Forum and
design and
live events 7 big-name becomes the
and a site to Small
major scale
most visited
growing, OF
of is a leading
house video Business SB site on
functionality resource for
footage writers the web
and content. Small
Business
425,000 5,100,000 10,500,00 Continued
Launch
page page page Growth!
views views views
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15. TURBOTAX: CONTENT CREATION
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16. TURBOTAX: CONTENT DISTRIBUTION
Federated Media Publishing Confidential and Proprietary

17. LEVI’S: CUSTOM CONTENT PROGRAM
Engaging content on site and amplified through social & paid channels
Levi’s Curve ID Content Series Example
Content & Engagement Earned Media Paid Media
PLAY VIDEO 4
Federated Media Publishing Confidential and Proprietary

18. LEVI’S: CUSTOM CONTENT PROGRAM
Brand integration in and around content
All Content transparently
market as sponsored by the
brand, including logos, links
and roadblock media
Brand logo,
transparency note
and tagline
Roadblocked media
surrounds content
Custom content and video
from program
Federated Media Publishing Confidential and Proprietary

19. LEVI’S: CONTENT DISTRIBUTION
BRAND AND
CONTENT
ALIGNMENT
CONTENT
CAROUSEL
EASY ACCESS TO BRAND’S
SOCIAL PAGES
BRAND AND
CONTENT
ALIGNMENT
Federated Media Publishing Confidential and Proprietary

20. LEVI’S CURVE ID: HEIGHTENED AWARENESS &
ENGAGEMENT
346
Levi’s Curve ID program
951 PERCENT
Higher than DFA’s
benchmark for
successfully captured the TOTAL COMMENTS interaction rates
Exceeds FM’s
women audience and
benchmark by 216%
produced high
engagement among
various levels of sponsored
content.
849
THOUSAND VIEWS
On YouTube alone
DFA’s publicly available industry-standard benchmarks
Federated Media Publishing Confidential and Proprietary

21. LEVI’S CURVE ID: DRIVING TRIAL
3.5X
HIGHER
Awareness & Than average
engagement led to campaign in CTR
action. Women were
driven directly to
Levi’s Curve ID
landing page with a
purchasing mindset.
1216
53 PERCENT
Increase over
FM’s average CTR
PERCENT for advertisers in
Lift in purchase the retail vertical
intent stemmed
from thousands of
product clicks
The Content Series CTR Benchmarks are based off of internal FM 2011 data, Custom Levi's Vizu Brand Study 2012
Federated Media Publishing Confidential and Proprietary

22. Appendix
Federated Media Publishing Confidential and Proprietary

23. FEDERATED MEDIA CASE STUDY
Dell SMB 2011
Goal
Promote small businesses’ association of
“virtualization” and advanced technologies with Dell.
Solution
• Because the theme of “virtualization” is something
FM’s tech authors inherently cover, Dell surrounded
pre-existing FM content on virtualization with rich
media video units.
• FM content along with Dell whitepapers was
syndicated through a Conversationalist
unit, distributed across a list of relevant SMB sites.
Success
• FM’s SMB audience interacted with the
Conversationalist unit at a high rate, beating
industry averages by 219%.
• The Conversationalist also generated over 1500
Dell whitepaper downloads.
• Roadblocked media from Conversationalist
clickthroughs accounted for an additional ~67k
impressions of earned media.
Q3 2011
Federated Media Publishing Confidential and Proprietary

24. SEAMLESS BRAND INTEGRATION
New Suite of Conversationalist Ad Products
Going Native
• A suite of integrated, expandable ad
products that reside in the editorial well
& adopt the native look of their
environment
Scale for your brand
• Wide scale FMP category distribution
o Business
o Food
o Men
o Women
• Suite of editorial well products include*:
o Hover to play Video (available
now)
o Product spotlight - single post or
Edit-well Video collection format (Q2)
unit o Photocard Gallery (Q2)
o Branded Polls (Q4)
Click here for a live demo!
On click or hover activation, preview image area is replaced by a scaled video player and subsequent items in page are pushed down
Federated Media Publishing Confidential and Proprietary
*Final product timeline TBD

25. All @ Scale
US Monthly UUs, March 2012
200M
118M
100M
0
Source: ComScore 25
Federated Media Publishing Confidential and Proprietary

26. FM IS THE BIGGEST/BEST INDEPENDENT
PUBLISHER
118MM 88%
Global Unique Visitors Audience feels a personal relationship with a
Federated Media website
35% 40%
Of FM’s traffic is earned through social More likely to share content with their social
platforms graph
557% 88%
More likely to tweet/retweet than the FM’s audience is indexed by Klout as
average web user an influencer
Source: FMP Site Satisfaction and Engagement Survey, 2012
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Federated Media Publishing Confidential and Proprietary

27. SYNDICATED CONTENT CREATES EARNED MEDIA
AND EXTENDS BUZZ
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That extended
audience brings traffic
back to the content
and creates earned
media value for the
brand
3 Extended social actions, views, and
comments build further buzz
1
Content is created and
published to passionate
audiences across FM The readers/viewers take social actions to broadcast their
favorite content to their social graph
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Federated Media Publishing Confidential and Proprietary

28. PROJECTING THE VALUE OF EARNED MEDIA
Suppose you produce 400 pieces of content over the course of a
few months, and each is seen 2,000 times. That’s 800,000 views.
PAID MEDIA CAMPAIGN
Target number of views 800,000
Standard click-through rate in the industry 0.08%
Number of ad impressions needed to generate 1,000,000,000
that many actions at that rate
Cost of that many ad impressions if purchased at $8,000,000
a CPM of $8
When you own the content and balance paid media (advertising) with earned
media (social sharing, search, etc.), it’s far more efficient.
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