Daryl Colwell's presentation at Pubcon Austin 2014 focused on effective content marketing strategies, emphasizing the importance of quality content that generates leads and engages consumers. He outlined key rules, such as creating contextual content and avoiding overly promotional material, stressing the need for a structured approach to content creation and promotion. Colwell also discussed the relevance of content promotion in broadening a brand's reach and maximizing audience engagement through various channels.

1. Pubcon Regional Austin, January 28, 2014
Content Marketing and Content Audits
Daryl Colwell
Vice President
MediaWhiz
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2. Content Marketing 2.0
How Content Promotion
Can Revitalize Your Brand
Daryl Colwell
Matomy Media Group
www.Matomy.com | @MatomyGroup

3. Agenda
1
2
Getting the Most from Content Marketing
3
Content Promotion 101
4
Content Promotion Industry Landscape
5
The Good, The Bad, The Ugly of Content Promotion
6
2
Content Marketing Basics
Q&A
www.Matomy.com | @MatomyGroup

4. About Me
• Oversee business development
• 12 years’ experience in performance marketing
About My Company — Matomy Media Group
•
•
•
•
Global performance marketing company
Customer acquisition & lead generation
Top-5 Affiliate Network, mThink, 2014
Services: Mobile, Social, Video Advertising, Display,
Search, SEO, Email, Affiliate
• Top-25 Digital Agency, Ad Age, 2012
3
www.Matomy.com | @MatomyGroup

5. What is Content Marketing?
Content Marketing:
• Establishes authority and provides
useful information
• Should be useful even to someone
not interested in buying your
product or service
• Not disguised as independent
editorial
• Does not have to run in an editorial
environment, like a third-party
magazine
• Provides value to the consumer.
• Is honest and without hyperbole
4
www.Matomy.com | @MatomyGroup

6. Content Marketing — The Basics
Basic Rules
1. Lead Generation: Your content should generate leads for your
business.
• Don’t create content just to have content.
• Caveat: Don’t create content that is purely sales-driven.
2. Context: Your content needs to be placed in the right venues for
the right audiences.
3. Have a Strategy: One-off efforts won’t cut it. Use an editorial
calendar to plan content each quarter.
4. Timing: Plan publication of content around customer buying cycle.
5. Factor in Cost: Content marketing is expensive. It’s a long-term
investment; not a short-term solution.
6. Make it Creative: Your content needs to bring something new to
the consumer. Otherwise, it’s a waste of time and money.
5
www.Matomy.com | @MatomyGroup

7. Avoid these Mistakes
Being Overly Promotional
Taking It to the Extreme
Takeaways
Takeaways
• Don't make tone
obviously
promotional
• Visualize the info
• Ensure imagery
and graphics fit
the content
• Back an
argument with
convincing
numbers
• Use
proportionate
sentiment
• Inform the
consumer; don’t
insult or offend
them
www.Matomy.com | @MatomyGroup

8. Avoid these Mistakes
Bland Content
Misguided Content
Takeaways
• Make your
message
interesting and
distinctive
• Don't just directly
turn figures into
stats
• Use imagination
and wit
Takeaways
• Content needs to fit your brand
and that of third-party publisher
• Tone and context are important
www.Matomy.com | @MatomyGroup

9. Getting the Most from Content Marketing
Rule #1: Never waste content without
offering an “Ask” of some kind
“Ask” is more than a “call to action” or intent.
It’s a request for a specific action.
•
•
•
Mix of soft and hard sell
Ask should be reasonable and related to
the content
Examples of an “Ask”:
• Newsletter / blog subscriptions
• Free appraisals / audits
• White paper download
www.Matomy.com | @MatomyGroup

10. Getting the Most from Content Marketing
“If you’re not putting some
kind of hook to future
business into your efforts,
you’re not content
marketing.”
– Chris Brogan, Jan. 22, 2013
Source: http://www.chrisbrogan.com/contentmarketing201/
www.Matomy.com | @MatomyGroup

11. Getting the Most from Content Marketing
Rule #2: Bridge the gap
between appeal and
consumer action
Ask 3 important questions:
•
•
•
Where is my audience and where
does it find content?
What will trigger a consumer action
from my content?
What triggered my audiences interest
in my content?
www.Matomy.com | @MatomyGroup

12. Getting the Most from Content Marketing
Rule #3: Appeal to a
broad audience
• Don’t just sell to a specific
niche or vertical
• Remember: your audience is
your buyer
• Educational content is great
but only if it leads further down
the sales funnel
www.Matomy.com | @MatomyGroup

13. Content Promotion 101
Why Content Promotion?
• Gives a broad distribution
network to your brand’s
content and thought
leadership
• 53% of marketers feel their
content fails to resonate
with readers
• If people don’t see your
brand’s content, did it serve
a purpose?
Source: The Content Standard, September 2013
www.Matomy.com | @MatomyGroup

14. Content Promotion 101
What is Content
Promotion?
• Content discovery and
distribution system
• Offers online readers
content recommendations
• Help your audience
discover interesting and
relevant content
• Add a new revenue stream
• Recommend content from
high-quality third-party
providers
www.Matomy.com | @MatomyGroup

15. The Advertiser Advantage
Audience Development
•
•
Expand reach to relevant audiences
interested in your brand
Increase reach and engagement of
your content through a CPC model
Increased Brand Awareness
•
•
Promote content on major publisher
websites alongside industry thought
leaders
Grow brand awareness via a noninvasive, non-disruptive fashion
www.Matomy.com | @MatomyGroup

16. The Publisher Advantage
Content Monetization
•
•
•
Monetize your content via a “native”
ad unit
Increase overall page CPMs
Generate additional revenue by
offering high-quality content from
other publishers and advertisers
Reader Engagement
•
•
Extend reach and lifetime value of
your content
Increase time on site by driving
traffic to relevant recommended
content
www.Matomy.com | @MatomyGroup

17. Industry Landscape
Native Advertising in 2014
www.Matomy.com | @MatomyGroup

18. Industry Landscape
When it comes to the FTC’s regulation of native advertising the lines
can be blurry. Here are a few ways to prevent getting caught in the
crosshairs:
1. Don’t Preach. Make the whole approach to selling be about the
experience.
2. Deliver the goods. Help your audience solve a problem. If there is
no value in your ad, you will hear about via social media.
3. Talk to your audience. Open a channel for engagement, not
advertising.
www.Matomy.com | @MatomyGroup

19. Content Promotion In Action
18
www.Matomy.com | @MatomyGroup

20. Content Promotion Gone Wrong
Overview
• September Shape
magazine native
ad/article published
under heading of
“News” promoting its
Shape Water Boosters
product.
• National Advertising
Division determined
Shape “blurred the line
between advertising
and editorial content in
a way which could
confuse consumers”
19
www.Matomy.com | @MatomyGroup

21. Content Promotion Best Practices
1.
2.
The Sticky Factor — Protect your
brand. Develop organic content that is
relevant to your audience/customers and
keeps your user stuck on your website.
3.
Title/Headline — Keep the brand name
out of it. Use questions that create
intrigue and make the user want to click.
4.
Headline Moderation – Keep the
headline short but interesting.
5.
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Use Really, Really Good Content —
Blog Posts, Articles, Slideshows, Positive
Reviews, Video Content, etc.
Media Type — Include media type
keywords in headline: [INFOGRAPHIC];
[VIDEO]
www.Matomy.com | @MatomyGroup

22. QUESTIONS?

23. Stay Connected
Daryl Colwell
Senior Vice President
Matomy Media Group
E: dcolwell@mediawhiz.com
www.Matomy.com | @MatomyGroup

24. Thank You