What is Content?
Content is the words, pictures, videos, songs, tools, games, etc. that are encountered as part of the user experience on a website.
The Difference between Content
Marketing and Native Advertising
Native advertising is when an
advertiser attempts to gain attention
by providing content in the context
of the user experience.
Content marketing is when a
awareness, engagement and traffic
driving strategies to lift interaction
Native advertising is a powerful
subset of content marketing.
Integrated Content in Ads
Content widget ties contextually
relevant content to media
Shoppable video seamlessly
blends content and commerce.
Step 1: Listen.
// Listen to clients. Take copious notes.
// What is the brand’s mission?
// What is the brand’s history?
// What are their objectives for this campaign?
Step 2: Research // Content audit
Purina’s website is a rich content destination.
What do they have // What do they need // Who are their customers
Why do they engage with the brand // How do they engage with the brand
Step 2: Research //
Petco Whole Pets
that is easy to
Who is doing it well // What are they missing
Step 3: Plan
Answer these questions:
// Goals of content?
// Audience expectations
// How will audience interact with content?
(Mobile, tablet, desktop, all of the above)
// Static experience or refreshed content hub?
// What are the traffic drivers?
// What KPIs will measure success?
The Purina Pet Park on Walmart.com is a great example of
branded content on a retailer e-commerce site.
Step 5: Execute
Working with Designers
Words & pictures go together like
peas & carrots.
Be the peacemaker.
Assigning Work to Copywriters
Copywriters are strategists in-the-making.
Communication before copywriting is key.
The buck stops with you. Check their work.
Make sure brand & original content have
same voice, look & feel
Check your strategy.
Put on your copyeditor hat.
This Pampers email puts content forward and commerce
second. The result is a positive emotional connection
Step 6: Analyze
You may need to judge your own efforts. Here
are a few tips for that.
// KPI = Key Performance Indicator
Determine what you can measure
// Page views
// Time spent on page
// Social engagement (Likes, Shares, RTs)
An agency should have dedicated resources for
analytics & metrics
// Masters of “what works” for your client’s
// Experts in Google Analytics
// Help determine traffic trends and offer tactics
to reverse negative traffic This is a sample KPI tracker for a client. Their social media campaign
includes unique content, shared content, and promotions.
Step 7: Celebrate Success
& Adjust Failure
website involved a
curation; key player
internal and external;
UX insights, and best-
// Content syndication is a great way to gain audience and monetize content.
// Generates incremental revenue
// Drives traffic to site
// Enables re-circulation
Original content from brand site shared via
syndication widget on major publisher sites.
When syndicated article is clicked…
1. Syndication publisher site makes
2. Syndicated publisher sites receives traffic
Tips on blogging
// Guest blogging is a great way to extend
voice and increase authority
// Blogs work best when updated regularly
// Create an editorial calendar to ensure
// Micro-blogs are great for live and/or
// Don’t forget picture blogs & video blogs
The Power of Blogging
// Needed to grow online
// Provided contextually
relevant content – not
// Increased organic traffic
120% in first 3 months
// Reduced PPC spending by
// Expanded blog readership
to over 6400 visitors and 260
// Owner Marcus Sheridan
now runs a marketing
company, The Sales Lion
// Costa Rica non-profit Territorio de
// Shelter for stray dogs
// 94% mixed breeds
// Consumers have negative view of
mixed breeds, aka “mutts”
// How to use content to change the
One Country's Plan To Save Unwanted Dogs Is Pure Genius.
Tips from Me to You
Websites you should follow…
// Content Marketing Institute
// The Daily Egg
5 things I do every day to be a better
#1 Consume a lot of media.
#2 Read product packaging.
#3 Engage in a lot of hobbies.
#4 Listen to someone else’s story.
#5 Daydream as often as possible.
Websites featured in this presentation:
// PetCo Whole Pets
// Purina Pet Park on Walmart
// Tampa Bay Partnership
// River Pools & Spa