Compelling Content That Sparks Engagement

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Compelling Content That Sparks Engagement presentation from the Local Media Association Native Advertising Summit

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Compelling Content That Sparks Engagement

  1. 1. 7/10/2014 1 COMPELLING CONTENT ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING AGENDA • About GateHouse Media • Framing content • Good, bad content •What’s working in native advertising ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING • Q&A Compelling Content That Sparks Engagement Key to Native Advertising Success
  2. 2. 7/10/2014 2 • Oversee content strategy for GateHouse Media • Set print and online direction ABOUT ME p • Oversee central services: Center for News & Design in Austin, More Content Now, training, development, etc. • Was editor at community-size newspapers • Have worked on corporate side for eight years • Came up as an education reporter and page designer/copy editor ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING New Media is one of the largest publishers of locally based print and online media in the U.S. ABOUT US LOCAL NEWS Portfolio Overview Community Publications Related Websites 429 356 100% of our daily newspapers have been published for More Than 50 Years New Media Reach Operate in 356 Markets Across 24 States Yellow Page Directories6 Digital Marketing Services Business Reach over 12 million people on a Weekly Basis Serve over 130k Small & Medium Businesses ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success
  3. 3. 7/10/2014 3 • Local coverage that’s smart, informative and fun and fast online and deep in print OUR CONTENT STRATEGY • Enterprise and watchdog work that tells me something I didn’t know and breaks ground • Reader engagement that connects audiences with our journalism and journalists and makes the reader part of our products ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Three over-arching content goals 1 Making readers smarter: This is the water cooler question: Does this story OUR CONTENT STRATEGY 1 Making readers smarter: This is the water cooler question: Does this story, website, front page make me smarter? Do I know something interesting to share? 2 Connecting emotionally: People take action when you touch their emotions. They are more likely to share the story if they have laughed, cried, felt indignant … felt something. 3Offering solutions: Readers have always wanted something more than gloom & doom. Does this story challenge leaders to look for solutions, instead of just reporting problems? Does it help them find a solution to make their family life, their weekend life better? ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success
  4. 4. 7/10/2014 4 BuzzFeed’s model Th h i h ANOTHER STRATEGY • Three ways they try to connect with audiences: Bored in line, at work and at home • 3 things determine if they will do a story: — This expresses my identity — This made me feel “x,” I want you to feel “x”to feel x — This supports a view I already have ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Whatever your strategy, have a goal, a criteria; don’t just blindly cover stuff LOTS OF CHOICES • Press releases • Articles • Blogs • Photo galleries • Video • Audio • Surveys • Infographics • Social media posts• Blogs • Guest blogs • eBooks • Newsletters • White papers • Media partnerships Audio • Podcasts • Playlists • Email marketing • User Generated • Q&A’s • Social media posts • Slide shows • Customer testimonials • Product reviews C t t i l d thi f b i fil t t d i ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Content can include everything from business profiles to trend pieces – key is to be aligned with advertiser’s brand strategy Compelling Content That Sparks Engagement Key to Native Advertising Success
  5. 5. 7/10/2014 5 What’s great native content? I i h l ' li h h ' hi ki b NATIVE ADVERTISING • In tune with people's lives, what they're thinking about now • Answers questions • Provides information • Provides entertainment, an escape • Touches people's emotions• Touches people s emotions • Connects with categories that are critical to their everday lives Food,home,health,education,auto,doing stuff ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING NATIVE ADVERTISING Sample campaign for ABC Landscaping Sample content for a campaign:Sample content for a campaign: AUGUST ARTICLES BUSINESS PROFILE: ABC Landscaping has been part of the community for 30 years. SIDEBARS: Photo gallery: ABC at various community events and working on public buildings/landscaping since 1984; contact information sidebar MOWER SAFETY: More than 300,000 people were treated for lawn-mowing injuries last ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING p p g j year in the U.S. ABC Landscaping Co. offers expert tips on safe mowing for kids and adults. SIDES:Video demo of safe mowing by ABC staff; American Academy of Pediatrics’ advice on when kids should be allowed to mow the lawn; ABC Landscaping mowing service specials this month Compelling Content That Sparks Engagement Key to Native Advertising Success
  6. 6. 7/10/2014 6 NATIVE ADVERTISING Sample campaign for ABC Landscaping AUGUST SOCIAL OCTOBERSEPTEMBERAUGUST SOCIAL MEDIA POSTS: Best flowers to plant this month, watering tips, mowing tips OCTOBER ARTICLES: Hardscapes, putting your lawn to bed INFOGRAPHIC: Benefits of aeration and thatching to lawn SEPTEMBER ARTICLES: Landscaping trends, sustainable landscaping INFOGRAPHIC:What is sustainable ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING SOCIAL MEDIA POSTS: Best to plant this month, natural Halloween décor ideas, freeze forecast landscaping SOCIAL MEDIA POSTS: Best to plant this month, fertilization tips, pruning tips GOOD CONTENT ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success
  7. 7. 7/10/2014 7 GOOD CONTENT ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING GOOD CONTENT ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success
  8. 8. 7/10/2014 8 GOOD CONTENT ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING GOOD CONTENT ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success
  9. 9. 7/10/2014 9 What makes bad content Thi ki h i ' i i ' " l " ki i i l NATIVE ADVERTISING • Thinking that it's easy, it isn't a "real story," not taking it seriously • Content that isn't tied into events, seasons, product launches • It isn't tied into SEO, keywords • It tells people to buy a product • It doesn't offer information readers can use in everyday life• It doesn t offer information readers can use in everyday life — Guardian ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING What should you do? E bli h f f b d A i l i l h i i i NATIVE ADVERTISING • Establish a focus for your brands: Articles, social posts, their sites, your sites • Content should meet the standards that your newsroom has for its news reports • Produce interesting content and get beyond the business profile and Q&A; this isn’t advertorial • Work with great companies that can help you do this; you’re not alone • Have fun! This is an exciting new place you should own! ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success
  10. 10. 7/10/2014 10 Connect with me T i d id ki STAY IN TOUCH • Twitter: david_arkin • Website: www.ghnewsroom.com • Email: darkin@gatehousemedia.com My blog Linked In FacebookFacebook • Learn about our Center for News & Design! ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING Compelling Content That Sparks Engagement Key to Native Advertising Success

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