This document discusses the content strategy used to launch an editorial section for AutoTrader, a major automotive classifieds website. The goal was to establish AutoTrader as a primary resource for automotive research and generate more ad revenue. The strategy involved focusing on original editorial content, applying content strategy principles, and measuring success over two years. Key aspects included understanding the audience, differentiating content, gaining support from sales and customers, and continually evolving the strategy.

1. Launching a Major Automotive Media SiteRequires a Good Strategy Scott Markle Webcontent 2011

2. Don’t Know Much About Content Strategy Not an expert Not a pundit Not a professional speaker Not even a professional writer Probably a lot like you(and probably know less than many) In right place at right time

3. A Content Strategy Case Study The goal: Make AutoTrader a primary resource for automotive research And generate more ad revenue Focus on original editorial Apply Content Strategy principles 2 years since we started What worked for us

4. About Me – @smarkle Planned to be a Graphic Designer Web Developer since 1996 (in it for the commute) At AutoTradersince 1998 First full-time Web Developer CMS Developer Technical Architect R&D Now Sr. Mgr. of Content Strategy

5. About AutoTrader Top automotive classifieds website 2,500 employees (25 when I started) 3.5 million new & used cars for sale 40,000 dealers& 250,000 private sellers 16 million unique visitors per month Recent acquired Kelley Blue Book $1 billion in revenue this year

6. Content Strategy Qualifications One semester as an English major Mom is successful children’s writer Saw Kristina Halvorson present once Read Kristina’s book Passion for content

7. OtherQualifications Know what I don’t know 10 years exp withPercussion WCM Developed many large content projects Architected content integration models Now business owner & key end user Created “Innovation Garage” with Drupal Automotive enthusiast

8. DiscussionPoints Plan Execute Measure Evolve Questions?

9. Make aPlan

10. AutoTrader Editorial circa July 2009 Content was orphaned Virtually no original content $600,000 a year for syndicated content No distribution or syndication rights Site changes cut Research traffic by 50% Sales team was worried I asked for a chanceto show what editorial could do

11. Site Change Cut Research Traffic Old New

12. Get Expert Help: Jeffrey MacIntyre @jeffmacintyre– this is his fault ;-) Helped with the basics Provided framework to follow Voice & Tone Editorial Guidelines Editorial Calendar

13. Understand the Audience Most users want to find a car Other content is probably irrelevant

14. Understand the Audience Most users want a late-model used car Should focus contentinvestment here

15. Evalaluate the Competition

16. Evalaluate the Competition Most are enthusiast biased Most are new car focused Most offer only editorial – not classifieds Most have large internaleditorial teams KBB: 7 Cars.com: 16 Edmunds: 20

17. Execute

18. AutoTrader Editorial circa December 2009 Covered 3 auto shows for trial run There were some… issues Published 54 original articles Impressions increased 233% over syndicated content from previous year

19. Find Ways to Differentiate Geared towards car shoppers Assume don’t know or care about cars Emphasize lifestyle attributes Be the People Magazine of auto content Connect editorial to cars for sale Offer quality content about used cars

20. Find Ways to Differentiate

21. Find Ways to Differentiate Invest in content, not staff Full-time employees are expensive Content workload isn’t constant Freelance rates currently depressed Experienced automotive journalists available Lean team for strategy & support

22. Get Expert Help: Joni Gray Automotive journalist since 1998 Former Sr. Automotive Editor at LA Times Launched editorial practice at KBB Worked in advertising for Honda, Hyundai & Mazda Knows absolutelyeverbody,got us connected

23. Maintain Momentum Easy to get hung up on tools & planning Steady progress is vital Just do something Check it anditerate

24. TakeMeasure

25. AutoTrader Editorial circa December 2010 Published 748 original content items Research content reached 23.8 million unique visitors – 64% increase YoY Content impressions increased 239% Content team grew 300% (from 1 to 4)

26. Use the Right Benchmarks Find Your Car gets around 80% of traffic Sales disappointed in Research activity by comparison But actually compares favorably against similar sites

27. AutoTradervs. Car Magazines Consumers Reached per Month Unique Visitors (in millions)

28. AutoTrader vs. Car Blogs Consumers Reached per Month Unique Visitors (in millions)

29. Make Some Powerful Allies Partnering with Sales critical to success Helped Sales win $2.1 million in incremental revenue – covering budget Offering editorial attention, not integrity Sales became biggest supporter

30. Check with Customers Never invited to press events before,last year we attended 39 Routine access to press vehicles First long-term test car: VW Jetta TDI

31. Check with Customers Good quotes “You weren’t even on our radar before. Now you are.” – Kurt Antonius, Honda PR “Thanks so much for your great review… Hope to see you more at future events.” – Jennie Ecclestone, GM Communications “This is fantastic! Thank you.”-- ShamitChoksey, Suzuki PR

32. Verify Executive Buy-In

33. Evolve

34. AutoTrader Editorial circa June 2011 Research traffic up 253% since start (up 74% since site change drop-off) Already published 725 original items, on track to produce 2,000 this year Averaging 8per work day, ramping to 10 Research visitors increased 17% YoY Content impressions up 37% Content team grew another 125% (from 4 to 9)

35. AutoTraderYouTube Channel Launched December 2010 58videos 112,000 views & growing 36% MoM Lots of positive consumer engagement Only 3% of users go directly to channel 35% YouTube search 22% related videos 15% mobile 17% embeds & links

36. AutoTraderMobile Primary use case: out car shopping 2 million unique visitors per month No apparent cannibalization Unique site using classifieds API Advertisers are buying Apps in development No editorial yet

37. Evolution Opportunities Bettersite integration (14 million more people to reach) Enhanced social media connections User-generated content Content syndication

38. Flexibility is Key Content must be portable & extensible Percussion WCM is “decoupled” Necessary for AutoTrader’s high demand Forces responsive design to some extent Content separated from presentation For us, everything is search (Except when it’s properties files)

39. AutoTrader Needs a Good Editor Seeking experienced Site Editor To take Content Strategy to next level Manage Editorial & Copy teams Automotive experiencea plus Located in Atlanta http://tinyurl.com/63vqszu

40. AnyQuestions? @smarkle Scott.Markle@AutoTrader.com