Creating, Curating, and Putting Great Content to UsePresentation Transcript
Creating, curating and putting great content to useTyler TanakaVice President of Business Developmenttyler@postrelease.comTwitter/LinkedIn: @tylertanaka
Before we begin...
2012 Stanley Cup Champions c
How it normally feels to be a Kings fan
Not Your Average L.A. Band-Wagon Fan
A Part Of The Game
All In The Family
Getting Them Started Young
The spend$490B Globally$85B Online$35B US Online
Advertising by the other numbers• 8% of users generate 85% of clicks (ComScore)• Heavy clickers are: lower income, less savvy users (AOL)• .07% average CTR for display banners (MediaMind)• .37% avg CTR on iPhone (MediaMind)• But 47% of mobile ad clicks are by mistake (Harris)
Why? They’re looking at content• #1 reason for not clicking: users don’t want to leave the site
Advertisers are responding by creating content
Content complementsDISPLAY SEARCH SOCIAL CONTENT
The future is “promoted”, “sponsored” and “native”
The original social networks
Forums have influential audiences
Create content people crave (SCOTT AUGHTMON)
Create content people crave cont. (SCOTT AUGHTMON)
Content that engages
Content inspiration• Ask friends for ideas • Talk about failures• Utilize your audience • Link to old favorites• Do an interview • Use a movie to spark discussion• Solicit guest posts • Use television to start a debate• Create a best-case study • Use a book to gather opinions• Create a worst-case study • Use a comic to draw people in• Write reviews • Use a celebrity to create gossip• Talk about success stories • Explore new cultures
Build it for the search engines
Is it easy to engage with?
The right place, for the right people
Make the content work for you
Harness the power of the social graph
Now make sure to get it off your site
Content CurationIn simplest terms, content curation is:• Finding the content your audience needs and wants• Organizing and contextualizing it• Sharing it so its accessible.
10 Examples of Curated Content1. Expert Tips2. Presentations/Webinars3. Quotations4. Case Studies5. Industry Blogs/Sites6. Infographics7. Statistics, Data, Charts, and Graphs8. Videos9. Books/Ebooks10. Industry Examples
Tools: Google Reader & Curata
Online Sources• Google Alerts• Reddit.com• Buzzfeed.com• ICanHazCheezburger.com• Memebase.com
Summary:• Think like a publisher, act like a publisher• Create as often as possible• Follow a content schedule and checklist• Create and post in real-time• Use tools to make creating and curating easier• Curate content, editorialize and re-post
And did I mention that the Kings...
THANK YOUTyler TanakaVice President of Business Development(562) firstname.lastname@example.orgTwitter/LinkedIn: @tylertanaka email@example.com | t: 562.285.0297 | 562.285.0506 | postrelease.com 111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802 PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this material are registered trademarks and are used to identify products and services of their respective owners.
PostRelease was created to drive discovery of content• PostRelease solves a big challenge of Content Marketing: Discovery• PostRelease makes content distribution scalable and measurable• Brands leverage PostRelease to drive predictable results around their content• PostRelease is a content broadcasting platform
How It Works For Advertisers• Advertisers create a campaign with headline and media.• Then the platform analyzes the campaign and finds sites with relevant content to place the message on.
How It Works For Publishers• Step 1: Install a single line of code Copy and paste the supplied java script tag• Step 2: Create a template page Create a copy of your site template for hosting the PostRelease articles. Or well do it for you.
How It Works For Publishers• Step 3: Start generating revenue The PostRelease platform includes a comprehensive dashboard that allows publishers to monitor and manage their participation in the PostRelease network.
Robust platformThe PostRelease platform is already built and has handled over 10,000 insertions. Therobust software includes publisher, advertiser and admin dashboards as well as arelevancy engine, site traffic monitoring, and a keyword indexer.
Complete Reporting• Both advertisers and publishers can track the visitors and number of reads and clicks. They for their campaigns and you for your network of sites.
There is complete transparency• Every placement is clearly and openly disclosed as advertiser generated content• There is no “real editorial vs. paid post” gray area• The brand is listed as the author of the content
Why publishers choose PostRelease?• Our platform runs equally well on content sites, blogs and forums.• Advertisers view us as a premium option above banners and text ads.• All messages are reviewed to ensure that the advertiser content is relevant to your site. If it isn’t targeted, it doesn’t get placed.• Users respond well to our placements: we have high read rates and exceptionally good CTR %• Completely automated. Setup is easy and once done, it’s completely hands off. You will have a dashboard to monitor your earnings and campaigns• Checks are sent to website/blog/forum owners on a monthly basis.
Scale with relevancyContent-based unit, relevancy and auto-optimization results in:5-20x the performance of traditional display ads
Relevancy and scale are handled automatically• Sites are automatically matched based on the content of the message• Performance is auto-optimized based on response rates• Geo-target or device target your content
Complete content analytics
How it appears in a community site• Goes in as a sponsored post near the top of each relevant discussion category• There are no comments or replies to manage
How it appears in a blog Premium placement• Locked in the 2nd position of blog roll- CPM paid on main page impressions• Labeled as sponsored content• Shows for a limited time, then disappears• There are no comments or replies to manage
How it appears in a content site
Clicking on the article headline takes to user to the full article... • User doesn’t have to leave the site to absorb the content • Automatically formatted to match the look of each site placement • Embedded images and/or videoArmor All knows that saving time and money are two of the most important things when it comes tocar care. That’s why they developed the new Ultra Shine Butter Smooth Wax.With no drying time needed, just apply, wipe off and you’re done. Theres no waiting or buffingrequired for an amazing shine and protective finish! This new wax reduces the time and effort spent • Multiple lines of textdetailing so you can enjoy your vehicle more.Better yet, Armor All is offering a $5.00 rebate to try it out! • Social media sharing links (PostRelease content is actually shared by readers) • The article is your landing page: link http://www.ArmorAll.com users to an app download or display a form from within the content
The power of content with flexibility of display• Automatic matching of content to relevant sites through contextual matching• Automatic reformatting of content to match the format of the target sites• Auto-optimization of impressions based on clicks• Ability to set flight dates, geo-target and device target (ex: mobile)• Detailed tracking of impressions, reads, video views, clicks• 5X - 20X the performance of banners
Tyler TanakaVice President of Business Development(562) firstname.lastname@example.orgTwitter/LinkedIn: @tylertanaka email@example.com | t: 562.285.0297 | 562.285.0506 | postrelease.com 111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802 PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this material are registered trademarks and are used to identify products and services of their respective owners.