With consumers connected online more than ever, brands have to publish original, high quality content to spread the word about their products and services. Brands also need a cost effective and efficient way to amplify the content they create, as well as measure the success. In this one hour webinar, you’ll learn: - How to use content ads to engage customers - Types of content that perform best with native advertising - How marketers can create and manage content ads at scales - And much, much more!

1. Content Creation in Today’s World of
Native Advertising
Scripted

2. Who We Are
Ryan Buckley, Scripted.com co-founder & Head of
Partnerships
Ryan@scripted.com
Todd Sawicki, Zemanta CEO
Todd@zemanta.com

3. The State of Content
Distribution

4. ORGANIC SEARCH?
ORGANIC SOCIAL?

5. Google is a shrinking Black Box
-17%(via Shareaholic)

6. Facebook now admits that
businesses will need to pay in
order to get their companies
posts and information in user
newsfeeds. (via Ad Age)
Only 1+% of Facebook Fans are now Reached
Facebook Organic Reach is Dying

7. Advertising?
Paid Distribution?

8. Today’s reality of online display ads

9. The nature of digital advertising
today is fundamentally shifting
as banner ads no longer deliver
99% of banner ads are
ignored
Banner ads have lost their luster

10. Let’s face it … people have never even wanted “ads”
(especially online display ads)
People spend time online to
… connect with others (social networking)
… get something done (work or shop)
… be entertained or informed (view
content)
They are not online to look at
intrusive advertising!
Source: Pew & Nielsen

11. Consumers’ attention is on content…
and quality, engaging content at that

12. Imagine being able to put your ad right here with the
content where users will see & engage with it

13. NOW YOU CAN,
WITH CONTENT ADS

14. Content Ads (n):
An ad which delivers promoted content
in a related environment
• #1 Method for content publishers to drive paid traffic
• Ads are served next to relevant, high-quality content on/across networks of websites
• Delivers a pull strategy approach: non-interruptive and value-enhancing, driving greater
engagement

15. Content Ads work across platforms …
… and deliver results
Source: “Benchmarking the effectiveness of native ads” study by IPG Media Lab May 2013
52% more views on Content vs.
Banner Ads
18% Higher Purchase Intent with
Content Ads

16. You may be buying content ads today ...

17. …but likely not at scale
Missing on the opportunity to drive maximum reach,
impact, and ROI of your content.

18. Why not?
Because managing & scaling
content ads takes
experience, skill and effort …

19. Make sense of the chaos
ORGANIZE
FORMAT
PROMOT
E
OPTIMIZE
REPORT

20. Get MORE from your Content Ads

21. Aggregate and index your
marketing content for ease in
conducting and managing
larger scale campaigns
ORGANIZE
Average Successful Campaign
consists > 20 pieces
content/month

22. Format and re-assemble your
content into different ad types for
all supply channels
Examples of content ad formats
• Promoted recommendations
• Sponsored headlines (stream ads)
• Sponsored content/articles/posts
• In-text
FORMAT

23. Distribute your content across
our broad platform of partners
to deliver maximum reach,
programmatically
PROMOTE

24. Optimize content strategy for
maximum engagement and ROI:
• Contextual placement
• Audience selection
• Performance of ad format(s)
• Pricing and CPC
OPTIMIZE

25. Aggregate reporting from all supply
sources into a centralized report –
measure ROI – Not just Page
Views
REPORT

26. Content Marketers Mastering Paid
Distribution via Content Ads

27. Why Original Storytelling
Matters

28. Brand Storytelling Goals
Brand Awareness
Lead Generation
Customer Acquisition
Thought Leadership
B2B
Brand Awareness
Customer Acquisition
Customer Retention
Engagement
B2C

29. How Do You Define Success?
B2B B2C
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
SEO Ranking
Time Spent on Site
Web Traffic
Social Media Sharing
Time Spent on Website
Direct Sales
Qualitative Feedback from Customers
SEO Ranking

30. Success for Scripted’s Content
Qualified Leads Engagement

31. Scaling Content With
Scripted

32. How It Works

33. 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
20%
80%
In-House
Scripted Writers

34. State of Content Teams
34
44%
of B2B marketers say they
have a documented content
marketing strategy
73%
of B2B organizations have
someone in place to oversee
content marketing strategy.

35. Efficiency of External Writing Teams
20%
80%
Editorial Calendar
Submit Guidelines
Content Written
Review Content
Publish/Promote
Measure
Measure and optimize
Plan content 4 weeks in
advance
30+ pieces of content written
in 5 to 10 days
3 – 5 days of review and
editing
Promote across relevant
channels

36. What Type of Content is Easiest to
Scale?
20%
80%
Thought-
leadership
Long-form
content
Newsworthy/trend content
Evergreen content

37. What is High-Quality Content?
37
Original
Relevant to Audience
Encourages
Engagement

38. Checking Originality With iThenticate
38

39. Scaling Idea Generation
39

40. Topic Pitching
40

41. 41
Topic Pitching
Know This First:
Your
Brand
Your
Audience
Timing
Content
Creation

42. 42
Editorial
Calendar
Don’t Create Content Just To Create Content

43. Questions?
Ryan Buckley, Scripted.com co-founder & Head of
Partnerships
Ryan@scripted.com
Todd Sawicki, Zemanta CEO
Todd@zemanta.com