Contextual Healing: The Power of Content Marketing and Native Advertising Done Right Brian Eichenberger and Jim McKiernan, Insider Louisville

3. the power of content marketing and native advertising done right

4. Copyblogger.com 2014
2014 2017
www.marypomerantzadvertising.com

5. • content marketing - “…creating and distributing valuable content to
attract…audience…and drive profit...”
• native advertising – “…paid media where the ad experience follows
the natural form and function of the user experience...”
• sponsored content – “advertising on a media outlet in the form of
editorial content that looks like it’s supposed to be there.”

9. “A majority of Millennials, 62 percent, have reported that when they see or read
about a brand through websites or on social media they feel a connection and
loyalty with that company. Additionally, a third of them are willing to buy a
product if the brand’s content… feels authentic and truthful.”
- David Koji, CEO of Evolvor
“When it comes to content, people don’t want to feel like they are sold to; they want to be
involved…They want authentic communication that educates them about the topics they are
interested in.”
-Kevin Price
The Price of Business

10. Make sure you know:
• Who do you want? (audience)
• Who does that audience trust?
• What kind of content does that audience engage with?

13. • Who is writing?
• How long are readers on the page?
• What else will be on the page?
• How long (and where) does the content stay on the site?
• How will it be labeled, displayed and promoted?
• Do I own the content?

15. • 69% of job seekers would not take a job with a company that has a
bad reputation--even if unemployed. (Inc.)
• Glassdoor users report they use an average of 7.6 job sites during
their job search. (Glassdoor)
• More than 70% of job seekers search on social media for new
opportunities. (Inc.)
*The bottom line is that job seekers are choosers. They are taking their
time to research your company - and if they don't like what they see
they are moving on.

16. • "Successful hiring companies realize that recruiting is like marketing – from
creating a brand presence, to attracting candidates through multiple
advertising channels, to nurturing applicants by bringing them seamlessly
through a talent acquisition funnel." - Forbes
• Increasing employee engagement investments by 10 percent can increase
company profits by $2,400 per employee per year. - Inc.
• When it’s done right, digital content can have the same transformative
impact on HR as it does on marketing. It’s simple: Great content attracts
great people, and it encourages the people who are creating it to stick
around. - Harvard Business Review

19. • Set clear, realistic expectations for yourself
• Tell authentic stories
• Offer value
• Be consistent (this is a long-term strategy)
• Optimize your efforts
• Google Analytics is your friend

20. David Koji, CEO of Evolvor
“Content marketing is a process that takes a lot of trial
and error. Everything from conducting research to
actually creating content to analyzing its results...”
“Content marketing may be a long-term strategy, but
the sooner you start investing in it, the sooner you’ll
start seeing the benefits – and conversely, the longer
you wait to get started, the longer it will take.”

21. • Set clear, realistic expectations for yourself
• Tell authentic stories
• Offer value
• Be consistent (this is a long-term strategy)
• Optimize your efforts
• Google Analytics is your friend

22. THAT’S NOT
WHAT COUNTS!

23. “If you are not embarrassed by the first version of
your product, you’ve launched too late.” –
Reid Hoffman, founder of LinkedIn