THE FUTURE OF NATIVE CONTENT - HOW FORBES IS HELPING BRANDS TELL STORIES ONLINE

1. ConnectThrough
Content
Janett Haas
SVP, Brand Solutions & Strategy, Forbes Media

2. Marketingisnolongerabout
thestuffyoumake,butabout
thestoriesyoutell.”
-SethGodin
“

3. HowMarketingContentImpactsGrowth
Source: Publish or Perish report; Forbes survey of 368 marketing executives
The percentage of marketing executives who agree that well- organized, well-designed,
high-quality content is essential to:
82%
78%
77%
75%
74%
73%
72%
60%
Developing the brand
Improving sales effectiveness
Executing targeted selling and marketing analytics strategies
Leveraging social, mobile and digital channels
Differentiating the brand experience
Selling value to the customer
Executing multichannel selling approaches
Reducing our selling costs

4. ReasonsForNotUsingInteractiveContent
50%
Lack of
staff/bandwidth
Source: CMI-Interactive-Content-Study, 2017
37%
Lack of
technical
expertise
33%
Not sure
where to start
29%
We haven’t
researched it yet
26%
We are still
researching it
20%
Too time-consuming
to produce
39%
Lack of
budget
11%
Too
expensive
9%
Not convinced of
the value
6%
Little to no usage
in my industry
that merits the
investment
2%
Don’t believe
it is effective
1%
We tried
interactive
content in the
past, but did not
have success
5%
Other
reasons
11%
Lack of buy-in in
the executive
level of our
organization

5. Connect Through Content
We put Forbes’ publishing expertise to work to make
you a better content marketer—ensuring your stories,
insights and points of view consistently reach and
resonate with the right audience.

6. Preeminent,Trusted
BusinessMediaBrand
Global Champions of Free Enterprise
A Century of
Publishing Innovation
Arbiters of Success
and Influence
Authoritative
Business Journalists
Network of 2,000 Influential
Content Creators

7. BrandVoice:TheBestinBrandedContent
186BrandVoicePartners
11K Pieces of Content
123M Page Views
22M Social Actions & Referrals
Always-On
Freedom To Publish
Fully SEO Indexed
Content Targeting
to Defined Audiences
Content Creation
Extensive Data
& Insights
Consultation &
Service at Every Step
Audience. Environment. Discovery. Insights.

8. FullTransparency

9. FullTransparencyConsultingServices

10. ResultingIn…
BETTER
CONTENT
MARKETING

11. ConnectThroughContent

12. PutYourContentinFrontof
theRightPeople
• Geography
• Seniority (C-Suite, BDM, etc.)
• Functional Area (IT, HR, Finance,
Marketing, etc.)
• Industry
• Company Size
• HHI
• Net Worth
• Purchase Behavior
• ABM
In addition Forbes can target your brand content to contextually relevant
environments such as tech, investing, leadership, lifestyle, etc.
Forbes surfaces your BrandVoice posts to the precise audiences you
want to reach on Forbes.com.
Select by numerous segments that include:

13. TheMacallanCaseStudy
Our biggest bets have little to do with our classic products, print or digital. We partner with brands to deliver experiences that leave an indelible impression.
For the 2016 Under 30 Summit, Forbes teamed up with Macallan to present a spoken word VR performance by Okieriete Onaodowan of Hamilton, placing
them at the center of revolutionary stories.
Bringing Content to Life with Real-World, Yet Futuristic Activations in Innovative New Mediums

14. Samsung:Relentless
Custom video series that gave an
inside look at how unstoppable young
achievers from the Forbes U30 list
make the most of their time and meet
their goals.
Total Exposure
Time
22,000+
Hours

15. Dell:CitiesTransformed
Interactive BrandVoice Special
Feature that explored how cloud
technology and IoT unlock a new
future for people living and
working in cities.
Goal: to build additional
awareness for Dell in the cloud
space among top BDM and
ITDMs through original brand
storytelling, data visualizations
and interactive features.
Days of total
engaged time
106

16. UNICEFUSAVoice
Reaching Millennials and Driving Donations
+40%Donations
+22%Millennial visitors
Sources: SimpleReach 12/22/16-10/12/17; Google Analytics 12/22/16 – 2/10/17;
Google Analytics 3/4/17 – 6/4/17; Google Analytics 3/4/17 – 6/22/17
+11%Time spent
Through an always-on content strategy aimed at millennials
and specifically male donors, UNICEF USAVoice has
published over 100 posts highlighting medical research, health
technology, and child care.
WHAT DID THEY FIND?
BrandVoice posts were easier to discover, consume and share
in comparison to its corporate page, driving a significant uptick
in donations, millennial visitors and time spent on its site.
Page Views
7M
Social Actions &
Referrals
56K
+20%Male readers

17. For the most extraordinary people,
sanctuaries can provide equal parts
relaxation and inspiration. Forbes created
an interactive storytelling experience that
spoke to Lincoln’s brand attribute of
quiet luxury by showcasing the
sanctuaries where successful people go
to think and be inspired. This feature also
gave Lincoln Continental designers the
chance to talk about what went behind
the creation of the vehicle and how its
design embodies quiet luxury.
Lincoln:Sanctuaries
Impressions for
the Lincoln
brand name
67M

18. KPMGTheGreatRewriteCaseStudy
Inspired by KPMG’s message of
Anticipate Tomorrow, Deliver
Today, Forbes developed The Great
Rewrite, a custom, multi-platform
program that explores the large-scale
business and societal shifts
transforming our world.

19. ThankYou
Janett Haas
SVP, Brand Solutions & Strategy, Forbes Media