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.
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
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
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
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