Melanie Deziel (@mdeziel) is an award-winning content creator, strategist and consultant. She walks through the four-step process to ensure your native advertising and branded content campaigns are effective, engaging, and always in context.

1. There is no such thing
as “good content.”
(There’s only Content In Context)

3. CONTEXT IS
EVERYTHING
#ContentInContext @mdeziel

4. Content In Context
=
Native Advertising
#ContentInContext @mdeziel

5. CON-TEXTERE(latin)
“together” + “to weave”
#ContentInContext @mdeziel

6. of consumers prefer to get
information from a company
via articles over ads
of consumers feel that
custom content from a
company is valuable
#ContentInContext @mdeziel

7. Of consumers believe
that the companies that
provide custom content
want to build a good
relationship with them
#ContentInContext @mdeziel

8. So how do you line it all up?
AWESOME
CONTENT#ContentInContext @mdeziel

9. Identify Your
POWER
Know Your
PEOPLE
Find Your
PLACE
Dress The
PART
#ContentInContext @mdeziel

10. IDENTIFY YOUR POWER

11. Of people trust educational
content from businesses
in their area of expertise
#ContentInContext @mdeziel

12. PRODUCT
ROLE
EMOTIONS
P
R
E
PRE-STRATEGTY: FIND THE BRAND’S
AREA OF AUTHORITY
#ContentInContext @mdeziel

13. Is the content in the brand’s area of authority?
What is already being said about that topic?
What will the competition be creating/pitching?
Can you add a unique perspective?
#ContentInContext @mdeziel

14. KNOW YOUR PEOPLE

15. “But I know my people!”
#ContentInContext @mdeziel
Our primary target is “Juice-bar Jane,” who is married with
2.5 children and a HHI of $77.3K.She enjoys yoga and…

16. More visual focus
Higher lift in brand affinity
Higher purchase intent
Serve them Content vs. Standard Ads
#ContentInContext @mdeziel

17. What insights can you take from top editorial?
Who is looking for the info you want to offer?
What are their problems, questions, desires?
What do those people like, comment on, share?
#ContentInContext @mdeziel

18. FIND YOUR PLACE

19. 19
Of time spent online is
spent with content
Additional time spent
on social networks
#ContentInContext @mdeziel

20. Where do your people gather?
How and when do they consume content?
What sources do those people trust?
#ContentInContext @mdeziel

21. DRESS THE PART

22. 81% use articles on their sites
76% use videos
62% use infographics
61% use webinars
22% use podcasts
#ContentInContext @mdeziel *B2B Company Stats

23. What’s the voice and tone of content here?
What does content here look like?
How do readers experience content here?
#ContentInContext @mdeziel

24. PUTTING IT ALL TOGETHER:
CASE STUDY
#ContentInContext #DSP16 @mdeziel

25. Streaming
TV Trends
Visually driven tech
enthusiasts
Interactive Page

26. Interactive
Scroll

27. Reported
Piece
User
Poll

28. Live
Ticker
With
Client
Data

29. Timeline

30. Prison Life
(OITNB)
Streaming
TV Trends
Visually driven tech
enthusiasts
Entertainment/
humor seekers
Interactive Page GIF list

31. Listicle
GIFs from
the show
Client
Social
Feeds

32. GIFs from
the show
Playful, irreverant,
conversational tone

33. Prison Life
(OITNB)
Streaming
TV Trends
Visually driven tech
enthusiasts
Entertainment/
humor seekers
Interactive Page GIF list
Fact-driven, politically
conscious skeptics
In-depth reporting

34. Interactive
scrolling
page
1500-word
reported piece
(that’s me)

35. Scrolling
animations
Pull-quotes
and stats

36. Audio
interviews
Photo
Gallery
Infographics

37. Three-part
mini-documentary

38. Branded
banner
Resources
Related
Editorial

39. INNOVATION HAPPENS
AT THE INTERSECTION.
THAT’S WHERE
NEW IDEAS COME FROM
Emilie Wapnick

40. GO FORTH AND
FIND NEW IDEAS.
@mdeziel

41. AN EXCLUSIVE NATIVE AD NEWSLETTER FROM @MDEZIEL
JOIN: OVERLAPLEAGUE.COM

42. @mdeziel
mdeziel.com
overlapleague.com
mdeziel@overlapleague.com