ALI GRAY - THE 3 MEASURES OF BRANDED CONTENT: SERVING YOUR OWN BRAND, YOUR AUDIENCE AND THE ADVERTISER

1. Making content work for your advertiser,
your audience and your own brand

2. MULTIPLE
BOSSES

3. *BECAUSE NO ONE WANTS
TO BE HASSLED*

4. HEARST BY THE
NUMBERS
16 digital brands in the UK
17 million users in the UK
280 million users globally
1 global CMS
26 digital products
3 content studios

5. WHAT IS THE CONTENT STUDIO?
Team of experienced editors and
writers
Working closely with the digital
editorial teams
Experts in creating engaging content
that serves all 3 bosses
Using Hearst Buzzing, Google
Analytics and Chartbeat to stay on top
of performance and trends

6. 1BE AUTHENTIC

7. THAT MEANS…
Start with the headline
Say no to press releases
Choose the right brand
Stay true to the editorial voice

8. +
Harper’s Bazaar
JAEGER LECOULTRE

10. 2KEEP THEM
INTERESTED

11. MOST
ENGAGED
ARTICLE OF
2017
time spent +
scroll rate

12. Most Shared
MOST
SHARED
ARTICLE
7.8k shares

13. BEST VIDEO
COMPLETION
RATE

14. 3BE HONEST

15. AND REMEMBER…
It’s all about the delivery!
If you’re saying no, be sure to
back it up with stats

16. 4
CUSTOMISE
YOUR
APPROACH

17. +
ELLE (UK & Korea)
HYUNDAI

21. +
ELLE, Cosmopolitan
DYSON

24. 5
DON’T
FORGET THE
CLIENT

25. THAT MEANS…
Identify the client’s goal
Be subtle, but not too subtle
Use research where possible
Think about targeting
Combine content and
display
3x
higher CTR

26. 6
LEARN FROM
YOUR
MISTAKES

27. Measure Engagement
Analyse Results
Adjust Your Strategy

28. 7PUSH FOR
INNOVATION

29. +
Cosmopolitan
GLAM GLOW

32. +
Cosmopolitan
KELLOGG’S

34. THANK YOU!