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Content Creation in Today’s World of
Native Advertising
Scripted
Who We Are
Ryan Buckley, Scripted.com co-founder & Head of
Partnerships
Ryan@scripted.com
Todd Sawicki, Zemanta CEO
Todd@z...
The State of Content
Distribution
ORGANIC SEARCH?
ORGANIC SOCIAL?
Google is a shrinking Black Box
-17%(via Shareaholic)
Facebook now admits that
businesses will need to pay in
order to get their companies
posts and information in user
newsfee...
Advertising?
Paid Distribution?
Today’s reality of online display ads
The nature of digital advertising
today is fundamentally shifting
as banner ads no longer deliver
99% of banner ads are
ig...
Let’s face it … people have never even wanted “ads”
(especially online display ads)
People spend time online to
… connect ...
Consumers’ attention is on content…
and quality, engaging content at that
Imagine being able to put your ad right here with the
content where users will see & engage with it
NOW YOU CAN,
WITH CONTENT ADS
Content Ads (n):
An ad which delivers promoted content
in a related environment
• #1 Method for content publishers to driv...
Content Ads work across platforms …
… and deliver results
Source: “Benchmarking the effectiveness of native ads” study by ...
You may be buying content ads today ...
…but likely not at scale
Missing on the opportunity to drive maximum reach,
impact, and ROI of your content.
Why not?
Because managing & scaling
content ads takes
experience, skill and effort …
Make sense of the chaos
ORGANIZE
FORMAT
PROMOT
E
OPTIMIZE
REPORT
Get MORE from your Content Ads
Aggregate and index your
marketing content for ease in
conducting and managing
larger scale campaigns
ORGANIZE
Average Suc...
Format and re-assemble your
content into different ad types for
all supply channels
Examples of content ad formats
• Promo...
Distribute your content across
our broad platform of partners
to deliver maximum reach,
programmatically
PROMOTE
Optimize content strategy for
maximum engagement and ROI:
• Contextual placement
• Audience selection
• Performance of ad ...
Aggregate reporting from all supply
sources into a centralized report –
measure ROI – Not just Page
Views
REPORT
Content Marketers Mastering Paid
Distribution via Content Ads
Why Original Storytelling
Matters
Brand Storytelling Goals
Brand Awareness
Lead Generation
Customer Acquisition
Thought Leadership
B2B
Brand Awareness
Custo...
How Do You Define Success?
B2B B2C
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
SEO Ranking
Tim...
Success for Scripted’s Content
Qualified Leads Engagement
Scaling Content With
Scripted
How It Works
Small Team, Big Content
Team
• Content Manager
Volume
• 50+ pieces of content published per
month
Content
• Blog Posts
• G...
State of Content Teams
34
44%
of B2B marketers say they
have a documented content
marketing strategy
73%
of B2B organizati...
Efficiency of External Writing Teams
20%
80%
Editorial Calendar
Submit Guidelines
Content Written
Review Content
Publish/P...
What Type of Content is Easiest to
Scale?
20%
80%
Thought-
leadership
Long-form
content
Newsworthy/trend content
Evergreen...
What is High-Quality Content?
37
Original
Relevant to Audience
Encourages
Engagement
Checking Originality With iThenticate
38
Scaling Idea Generation
39
Topic Pitching
40
41
Topic Pitching
Know This First:
Your
Brand
Your
Audience
Timing
Content
Creation
42
Editorial
Calendar
Don’t Create Content Just To Create Content
Questions?
Ryan Buckley, Scripted.com co-founder & Head of
Partnerships
Ryan@scripted.com
Todd Sawicki, Zemanta CEO
Todd@z...
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Content Creation in Today’s World of Native Advertising

With consumers connected online more than ever, brands have to publish original, high quality content to spread the word about their products and services. Brands also need a cost effective and efficient way to amplify the content they create, as well as measure the success.

In this one hour webinar, you’ll learn:

- How to use content ads to engage customers
- Types of content that perform best with native advertising
- How marketers can create and manage content ads at scales
- And much, much more!

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Content Creation in Today’s World of Native Advertising

  1. 1. Content Creation in Today’s World of Native Advertising Scripted
  2. 2. Who We Are Ryan Buckley, Scripted.com co-founder & Head of Partnerships Ryan@scripted.com Todd Sawicki, Zemanta CEO Todd@zemanta.com
  3. 3. The State of Content Distribution
  4. 4. ORGANIC SEARCH? ORGANIC SOCIAL?
  5. 5. Google is a shrinking Black Box -17%(via Shareaholic)
  6. 6. Facebook now admits that businesses will need to pay in order to get their companies posts and information in user newsfeeds. (via Ad Age) Only 1+% of Facebook Fans are now Reached Facebook Organic Reach is Dying
  7. 7. Advertising? Paid Distribution?
  8. 8. Today’s reality of online display ads
  9. 9. The nature of digital advertising today is fundamentally shifting as banner ads no longer deliver 99% of banner ads are ignored Banner ads have lost their luster
  10. 10. Let’s face it … people have never even wanted “ads” (especially online display ads) People spend time online to … connect with others (social networking) … get something done (work or shop) … be entertained or informed (view content) They are not online to look at intrusive advertising! Source: Pew & Nielsen
  11. 11. Consumers’ attention is on content… and quality, engaging content at that
  12. 12. Imagine being able to put your ad right here with the content where users will see & engage with it
  13. 13. NOW YOU CAN, WITH CONTENT ADS
  14. 14. Content Ads (n): An ad which delivers promoted content in a related environment • #1 Method for content publishers to drive paid traffic • Ads are served next to relevant, high-quality content on/across networks of websites • Delivers a pull strategy approach: non-interruptive and value-enhancing, driving greater engagement
  15. 15. Content Ads work across platforms … … and deliver results Source: “Benchmarking the effectiveness of native ads” study by IPG Media Lab May 2013 52% more views on Content vs. Banner Ads 18% Higher Purchase Intent with Content Ads
  16. 16. You may be buying content ads today ...
  17. 17. …but likely not at scale Missing on the opportunity to drive maximum reach, impact, and ROI of your content.
  18. 18. Why not? Because managing & scaling content ads takes experience, skill and effort …
  19. 19. Make sense of the chaos ORGANIZE FORMAT PROMOT E OPTIMIZE REPORT
  20. 20. Get MORE from your Content Ads
  21. 21. Aggregate and index your marketing content for ease in conducting and managing larger scale campaigns ORGANIZE Average Successful Campaign consists > 20 pieces content/month
  22. 22. Format and re-assemble your content into different ad types for all supply channels Examples of content ad formats • Promoted recommendations • Sponsored headlines (stream ads) • Sponsored content/articles/posts • In-text FORMAT
  23. 23. Distribute your content across our broad platform of partners to deliver maximum reach, programmatically PROMOTE
  24. 24. Optimize content strategy for maximum engagement and ROI: • Contextual placement • Audience selection • Performance of ad format(s) • Pricing and CPC OPTIMIZE
  25. 25. Aggregate reporting from all supply sources into a centralized report – measure ROI – Not just Page Views REPORT
  26. 26. Content Marketers Mastering Paid Distribution via Content Ads
  27. 27. Why Original Storytelling Matters
  28. 28. Brand Storytelling Goals Brand Awareness Lead Generation Customer Acquisition Thought Leadership B2B Brand Awareness Customer Acquisition Customer Retention Engagement B2C
  29. 29. How Do You Define Success? B2B B2C Web Traffic Sales Lead Quality Social Media Sharing Sales Lead Quantity SEO Ranking Time Spent on Site Web Traffic Social Media Sharing Time Spent on Website Direct Sales Qualitative Feedback from Customers SEO Ranking
  30. 30. Success for Scripted’s Content Qualified Leads Engagement
  31. 31. Scaling Content With Scripted
  32. 32. How It Works
  33. 33. Small Team, Big Content Team • Content Manager Volume • 50+ pieces of content published per month Content • Blog Posts • Guest Posts • White Papers • Slideshares • Webinars Content Creation 20% 80% In-House Scripted Writers
  34. 34. State of Content Teams 34 44% of B2B marketers say they have a documented content marketing strategy 73% of B2B organizations have someone in place to oversee content marketing strategy.
  35. 35. Efficiency of External Writing Teams 20% 80% Editorial Calendar Submit Guidelines Content Written Review Content Publish/Promote Measure Measure and optimize Plan content 4 weeks in advance 30+ pieces of content written in 5 to 10 days 3 – 5 days of review and editing Promote across relevant channels
  36. 36. What Type of Content is Easiest to Scale? 20% 80% Thought- leadership Long-form content Newsworthy/trend content Evergreen content
  37. 37. What is High-Quality Content? 37 Original Relevant to Audience Encourages Engagement
  38. 38. Checking Originality With iThenticate 38
  39. 39. Scaling Idea Generation 39
  40. 40. Topic Pitching 40
  41. 41. 41 Topic Pitching Know This First: Your Brand Your Audience Timing Content Creation
  42. 42. 42 Editorial Calendar Don’t Create Content Just To Create Content
  43. 43. Questions? Ryan Buckley, Scripted.com co-founder & Head of Partnerships Ryan@scripted.com Todd Sawicki, Zemanta CEO Todd@zemanta.com

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