My cs forum talk about how native advertising, content marketing, journalism and content strategy can help each other.

1. BREAKING:
How Native Advertising Makes Headlines
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2. NATIVE
ADVERTISING.
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3. AKA SPONSOR BRANDED
ADVERTORIAL STEALTH
MARKETING CONTENT.
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5. everybody’s talking about it.
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7. everybody defines it differently.
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8. nobody knows why.
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10. but we *do* know one thing:
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11. native advertising is
is breaking news.
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12. (also possibly advertising.)
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13. it’s cool, though:
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14. sometimes breaking things
can be a good thing.
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15. so let’s crystallize our
definition of native advertising...
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16. then we can break it and see
what we can make with the pieces.
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18. BUT FIRST...
Who Am I?
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19. hawk thompson
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20. @hawkt
al giordano,
journalist / mentor
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21. editorial associate
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22. valley advocate
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23. sr. content strategist
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24. razorfish.com
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25. content director
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26. hawkthompson.com
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27. content generalist
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28. hawkt.com
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29. content whisperer
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30. @hawkt
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31. OK...
Where Were We?
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32. ONE:
What Is Native Advertising?

33. the short answer:
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34. let’s start with a definition.
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35. native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
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36. belong.
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37. the nitty gritty:
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38. it’s not all black and white.
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39. native advertising is like
the wild wild west...
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41. a largely unexplored frontier...
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43. full of intrepid explorers...
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45. scheming prospectors...
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47. ...and potential trainwrecks.
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50. but it also has the potential
to be pretty f*cking awesome.
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51. *

52. it’s all depends on
how you approach it.
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53. before we can understand
native advertising...
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54. we need to understand
content marketing.
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55. content marketing (n.):
a way of connecting
brands with audiences
on their own terms
via shared interests.
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56. types of content marketing:
brand content
sponsored content
advertorials
brand journalism
native advertising
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57. native advertising (n.):
content marketing
designed to be loathed
in the environment
of its audience.
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58. native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
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59. ?!?
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60. sooo basically...
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61. @hawkt | #csforum13

62. +
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64. +
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66. =
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68. BOOM.
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69. NATIVE
ADVERTISING.
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70. easy breezy.
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72. not so much.
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73. but there are *tremendous*
opportunities in this space...
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75. ...for the intrepid
explorers among us.
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77. TWO:
How Should We Approach It?

78. short answer:
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79. @hawkt | #csforum13

80. not like this.
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81. content marketing isn’t hunting.
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82. native advertising
doesn’t “capture” audiences.
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83. we hunt for shared interests.
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84. then we captivate audiences.
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85. the nitty gritty:
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86. this is how we do it.
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87. brand
beliefs interests values products
audience
meta
data
it all starts with metadata.
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88. metadata is what your brand and
your audience have in common.
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92. ???

93. drivers
jockeys
automobiles
horse races
efficient dynamics
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94. the joy of driving.
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95. shared metadata -->
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96. shared interests -->
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97. unifying themes
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98. unifying themes should
drive your content.
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99. metadata should guide content
creation, curation and cultivation.
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100. create curate
cultivate
content
marketing
editorial-quality text,
images and video
relevant, contextualized
third-party content
user-generated content:
comments, reviews,
posts, images, video, etc.
source: gartner, february 2013.
the three “Cs” of content marketing
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101. text
articles, interviews,
blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography,
infographics,
sketchnotes
interviews, demos,
behind-the-scenes,
webisodes
“snowfall”-style
immersive rich media
experiences
curated content via
partners and social
media platforms
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102. original
material
created or
commissioned
by a brand
curate
social
feeds
cultivated
UGC
licensed
content
sponsored
content
twitter, facebook,
instagram, vine,
tumblr, blogs, etc.
content your audience
shares (submissions,
uploads, tags)
news feeds of
specific content
(licensed or full use)
third-party content
underwritten for
paid placement
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source: gartner, february 2013.

103. to cultivate those interests...
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104. 1) listen to your audience.
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105. it lets them know you care,
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106. and your personal attention
is their exclusive reward.
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107. 2) reach them where they live.
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108. show them you understand...
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109. what they do with their time...
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110. and where they spend it.
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111. 3) make interesting content.
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112. it creates lasting connections.
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113. THREE:
What Keeps Us Connected?

114. short answer:
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115. topics that excite and engage us.
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116. ME
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117. @hawkt | #csforum13

119. MUSIC
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122. HUMOR
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125. SPORTS
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128. FASHION
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131. SCREENS
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134. NEWS
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137. FOUR:
Why Journalism?

138. short answer:
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139. “i should’ve known better.
you’re...in advertising.”

140. we’re dying over here.
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141. “we” meaning advertising.
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142. also journalism.
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143. there are lots of ways
we can help each other.
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144. and plenty of reasons
we why we should.
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145. the nitty gritty:
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146. three main reasons
come to mind.
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147. 1) banner ads are hurting.
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148. the banner ad has been
unchanged for 18 years.*
source: https://medium.com/digital-advertising/ad94724dfff7
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149. there are still innovators
in the banner ad space...
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150. but in terms of engagement,
the numbers don’t lie.
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151. source: media mind
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152. 2) native ads are starting to thrive.
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153. potential for profit here is big.
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154. $40k-1mm per unit* big.
*This is the price range for a piece of Huffington Post Partner Studio original content. Other rates may vary, obvs.
(source: http://digiday.com/publishers/huffington-post-branded-conten/)
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156. in 2012, 10% of forbes’ revenue
came from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-content-bet-pays-148341)
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157. 3) everyone wants credibility.
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158. @hawkt
al giordano,
journo / rebel / mentor
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159. back in the day, journalists
were paragons of credibility.
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160. we can learn from them.
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161. and vice versa.
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162. if we’re sure we want to go there.
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163. FIVE:
Should We Even Go There?

164. short answer:
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165. yes.
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166. we have the opportunity to do
truly groundbreaking work.
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167. the nitty gritty:
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168. there are a few things we’ll
need to do to get there.
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169. 1) think like a publisher.
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170. craft a clear editorial direction...
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171. with ethical guidelines...
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172. room for diverse views...
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173. a focus on broad issues...
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174. and an emphasis on the topics,
not the brand.
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175. 2) understand the environment.
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176. “no journalist would have to write this
piece of ad content about a brand
and then write a news story
about the same company.”
-jonathan perelman,
buzzfeed vp of agency + strategy
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177. great, but....
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178. 67% believe news
is often inaccurate*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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179. 75% believe news
is often influenced*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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180. 76% believe news
is often biased*
source: pew research center for the people + the press, august 2013.
http://www.people-press.org/2013/08/08/amid-criticism-support-for-medias-watchdog-role-stands-out/
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181. truth be told, there is some bias...
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182. animal + mother
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183. vice + wpp
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184. huffington post + digitas
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185. buzzfeed + vayner
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186. and this is just the beginning.
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187. it all comes down to the story.
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188. 3) serve the story, not the brand.
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190. lose trust, lose credibility.
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191. no credibility, no audience.
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192. no audience, no breakthroughs.
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193. SIX:
Who’s Breaking Through?

194. short answer:
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195. the intrepid explorers among us.
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196. EDITORIAL
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199. OK THEN
Where Were We?

202. IMAGERY
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207. VIDEO
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208. OK THEN
Where Were We?

212. MULTIMEDIA
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216. SEVEN:
Where Does Content Strategy Fit In?

217. short answer:
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218. we are the foundation.
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219. the nitty gritty:
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220. “content strategy is planning.
content marketing is one
tactic that might stem from
your careful planning.”
-@gigigriffis
source: http://www.content-for-good.com/2013/08/13/the-difference-between-content-marketing-and-content-strategy/
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221. if you want native advertising
to work, you have to plan for it.
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222. 1) establish clear goals (and KPIs).
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224. 2) get exec-level buyoff.
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225. 3) build a publishing model.
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226. organize team:
publisher
editor-in-
chief
culture
editor
features
editor
public
editor
managing
editor
creative
editor
content
strategy
content
acquisition
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227. build processes:
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228. source: http://www.slideshare.net/danieljacobson/npr-examples-of-cope
cope:
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229. 4) promote, promote, promote.
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230. 5) measure and modify.
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231. source: http://stdout.be/2013/08/26/cargo-cult-analytics/
If you want to make big data work, you have to be really specific about what you’re try
“metrics are for doing.”
-@stdbrouw
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232. TL;DR
Is Native Advertising Broken?

233. short answer:
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234. no.
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235. we’re just breaking it in.
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236. to get where we need to be,
keep these things in mind:
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237. 1) be intrepid.
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238. 2) respect your audience.
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239. 3) share their passion.
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240. 4) keep church and state separate.
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241. 5) take calculated risks.
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242. 6) learn from mistakes.
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243. 7) plan on breaking things.
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244. do this and
you might make headlines.
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245. but above all else, do it
because it’s your passion.
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247. hawk thompson
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razorfish.com
hawkthompson.com
hawkt.com
@hawkt

248. THANKS!
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