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“CONNECTING BRANDS ANDAUDIENCES THROUGH CONTENT”    MARTY MOE, CHIEF CONTENT OFFICER       CO-FOUNDER OF THE VERGE
THREE PREMIUM DESTINATIONS25 MILLION UNIQUE VISITORSTHE MOST INFLUENTIAL AND AUTHORATIVE WEB NATIVE TALENTCORE VALUES OF T...
WHAT IS BRANDED CONTENT?
WHY BRANDED CONTENT?THE ROLE OF THE DIGITAL PUBLISHER is tocreate content that connects to and createsaudiences onlineTHE ...
WHAT WORKSTransparentAuthenticContext for the audienceEditors act as focus group for the conceptMultiple interaction point...
WHAT DOESN’T WORKLack of transparency or authenticityNo context for the audienceNo collaboration between agency andeditSin...
MICROSOFT IE9 “PRESS RESET”
MICROSOFT IE9PRESS RESET#1 Performer across theentire campaignAccording to Nielson in brand recall andbrand awarenessDrivi...
FORD AND CES:BRANDED CONTENTThis past January, ford partnered with theverge as the premier sponsor of the site’s CES2012 c...
UNIQUE SOLUTIONS FORBRANDS IN A CHANGINGDIGITAL LANDSCAPEALIGNMENT WITH SPECIFIC, PASSIONATECOMMUNITIESBRANDS AS PART OF T...
DPS: Content Marketing: What Works
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DPS: Content Marketing: What Works

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To stay relevant, more and more publishers are working with their clients to create engaging marketing content for their customers. Some publishers have integrated this content into their own so smoothly that it’s sometimes difficult to tell what’s paid and what’s owned. Hear from Vox Media and one of its clients on how they successfully managed this integration.

Presenter: Marty Moe, publisher, The Verge @mtmoe1

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DPS: Content Marketing: What Works

  1. 1. “CONNECTING BRANDS ANDAUDIENCES THROUGH CONTENT” MARTY MOE, CHIEF CONTENT OFFICER CO-FOUNDER OF THE VERGE
  2. 2. THREE PREMIUM DESTINATIONS25 MILLION UNIQUE VISITORSTHE MOST INFLUENTIAL AND AUTHORATIVE WEB NATIVE TALENTCORE VALUES OF TRADITIONAL MEDIA AND JOURNALISM IN ANELEGANT, DIGITALLYNATIVE EXPRESSION50 MILLION MONTHLY SOCIAL INTERACTIONSAN EDUCATED, INFLUENTIAL, MALE AUDIENCELEADING TECHNOLOGY PLATFORM Who’s doing it right? It’s a simple answer: Vox Media — marrying talent and technology. - Forbes, May 2011
  3. 3. WHAT IS BRANDED CONTENT?
  4. 4. WHY BRANDED CONTENT?THE ROLE OF THE DIGITAL PUBLISHER is tocreate content that connects to and createsaudiences onlineTHE GOAL OF BRAND ADVERTISERS is also toconnect with audiences onlineConsumption of online content is at all timehighs and approaching broadcast levelsBrands have to adapt a publisher competencyto connect with audiences onlineConnecting brands to audiences throughcompelling content, when done right, ishighly effectiveContent is the new “ad server”
  5. 5. WHAT WORKSTransparentAuthenticContext for the audienceEditors act as focus group for the conceptMultiple interaction pointsAwareness via standard and high impactmediaSupported by original content vehicles- Text- Video- Audience ConversationDistributed on and off site- YouTube- Twitter and Facebook- Others- Offline events where applicable
  6. 6. WHAT DOESN’T WORKLack of transparency or authenticityNo context for the audienceNo collaboration between agency andeditSingular point of distributionWorks best when all formsof media are coordinated(DISPLAY, VIDEO, WRITTEN WORD, SPONSORSHIP)
  7. 7. MICROSOFT IE9 “PRESS RESET”
  8. 8. MICROSOFT IE9PRESS RESET#1 Performer across theentire campaignAccording to Nielson in brand recall andbrand awarenessDriving a nearly 2% increase in IE browser shareby Verge users on a weekly basisHigh impact media on The Vergeis outperforming CTR across thecampaign by nearly .5%“Press Reset” earned an estimated 11MM mediaimpressions 24 hoursafter launch“Press Reset” has garnered 100,000+ uniqueviews through first six episodes“Press Reset” episodes have over10,000 commentsand counting
  9. 9. FORD AND CES:BRANDED CONTENTThis past January, ford partnered with theverge as the premier sponsor of the site’s CES2012 coverage. Ford was featured at theevent and across the site, most notably as theexclusive sponsor of all CES 2012 videocontent.Solution: Ford partnered with Vox MediaStudios to create two versions of a customcommercial spot in the form of pre-roll andcustom interstitials that ran across:129 pieces of original video content frominterviews to hands-on demos of products5 full length original video podcast showsResult: a beautiful, behind-the-scenes look atThe Verge’s CES coverage with ford featured,elegantly, as the vehicle for CES success.
  10. 10. UNIQUE SOLUTIONS FORBRANDS IN A CHANGINGDIGITAL LANDSCAPEALIGNMENT WITH SPECIFIC, PASSIONATECOMMUNITIESBRANDS AS PART OF THE CONVERSATIONOWNING THE CONVERSATIONDIRECT INTERACTION WITH CONSUMERSCUSTOM CONTENT CURATION When we localize how we talk and engage a consumer, we get such a greater response rate and engage-ment rate because of that local flavor. - Dave Marsey, Digitas as quoted in Digiday

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