Meet The Speakers2AJ Punjabi@ajp725Digital Manager, Sales, Cox Media GroupAtlantaTom Gerace@tomgeraceFounder and CEO of Skyword, Inc.Scott Markle@smarkleSr. Manager, Content Strategy, AutoTrader#contentatlanta
Meet The Speakers3Your ModeratorTricia Travaline@travwinMarketing Vice President, Skyword Inc.Travis Wright@teedubyaStrategic Social MediaAwesomizer, Norton by Symantec#contentatlanta
4Tom GeraceCEO and FounderThe Content MarketingRevolution@tomgerace
7 Content Amplifiers• 1. Answer a question• 2. Relieve a doubt• 3. Confirm a suspicion• 4. Simplify complexity• 5. Provide a path (to a result they want)• 6. Correct a misconception• 7. Mitigate a riskThursday, May 09, 2013 Content Marketing Summit Midwest 2013 35
HelpMeAdvertiseAtlanta.comGood content has the potential to position yourcompany as a subject matter expert andthis can build trust with your audience!
Content Marketing Is a Marathon, Not a Race• Be patient.• Deliver quality and consistency.• Your efforts will pay off (eventually).
41Scott MarkleSr. Manager, Content Strategy@smarkleAn Inside View of HowAutoTrader ScalesContent to EngageAudiences
Who is Scott Markle?• Child of programmer &children’s author• Web developer since 1996• Helped launch ATC in 1998• Sr. Manager, ContentStrategy@smarkle42
What is AutoTrader?43• Top automotiveclassifieds site• Division of Cox• Acquired KBB in 2010• 3,500 employees• 3.5mm new & usedcars for sale• More than $1B inannual revenue
Content at ATC Was Orphaned…44• Last resource left in 2009• Only syndicated content• Research traffic down 50%• Asked for chance to showwhat content can do• Chose content strategy ascompetitive advantage
Why Content Strategy?45• Had small budget & notmuch else• Needed to be creative• Focus on strategy;creation is secondary• Had to deliver rightcontent at right time
Content Strategy in Action at ATC46• Just 3 dedicated resources• Experienced freelancers• Invest in content notoverhead• Content is our product• Content for shoppers, notenthusiasts• Connect content torelevant classifieds
Is It Working?47• 2009: 54 articles; +233% activity• 1,714 articles & 199 videos in2012; 8/day• Impressions up 281% in 3 years;audience up tenfold• Facebook audience up 108%;YouTube 231%• Content-centric iPad app• Contributed $10mm in revenue
What About the Audience?48• Most engaged ATC users• Twice as likely to comefrom SEO• 37% more likely to return• 2 minutes longer on site• View 5X Research pages• Comparable KPIs andconversions
Challenges: Resource Management49• Clear strategy & guidelinesare critical• Enforce best practices• Push content entry ontofreelancers• Access to additionalresources when needed• Manage & pay freelancers• Skyword calendar is killer!
Challenges: Metrics50• Can’t have too much data• Need macro & micro details• Need to understanddownstream impacts• Effective content strategyrequires constant evolution• Publicize success internally