Breaking: How Native Advertising Makes Headlines

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BREAKING:
How Native Advertising Makes Headlines
@hawkt | #csforum13

NATIVE
ADVERTISING.
@hawkt | #csforum13

AKA SPONSOR BRANDED
ADVERTORIAL STEALTH
MARKETING CONTENT.
@hawkt | #csforum13

everybody’s talking about it.
@hawkt | #csforum13

everybody deﬁnes it diﬀerently.
@hawkt | #csforum13

nobody knows why.
@hawkt | #csforum13

but we *do* know one thing:
@hawkt | #csforum13

native advertising is
is breaking news.
@hawkt | #csforum13

(also possibly advertising.)
@hawkt | #csforum13

it’s cool, though:
@hawkt | #csforum13

sometimes breaking things
can be a good thing.
@hawkt | #csforum13

so let’s crystallize our
deﬁnition of native advertising...
@hawkt | #csforum13

then we can break it and see
what we can make with the pieces.
@hawkt | #csforum13

BUT FIRST...
Who Am I?
@hawkt | #csforum13

hawk thompson
@hawkt | #csforum13

@hawkt
al giordano,
journalist / mentor
@hawkt | #csforum13

editorial associate
@hawkt | #csforum13

valley advocate
@hawkt | #csforum13

sr. content strategist
@hawkt | #csforum13

razorﬁsh.com
@hawkt | #csforum13

content director
@hawkt | #csforum13

hawkthompson.com
@hawkt | #csforum13

content generalist
@hawkt | #csforum13

hawkt.com
@hawkt | #csforum13

content whisperer
@hawkt | #csforum13

@hawkt
@hawkt | #csforum13

OK...
Where Were We?
@hawkt | #csforum13

ONE:
What Is Native Advertising?

the short answer:
@hawkt | #csforum13

let’s start with a deﬁnition.
@hawkt | #csforum13

native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
@hawkt | #csforum13

belong.
@hawkt | #csforum13

the nitty gritty:
@hawkt | #csforum13

it’s not all black and white.
@hawkt | #csforum13

native advertising is like
the wild wild west...
@hawkt | #csforum13

a largely unexplored frontier...
@hawkt | #csforum13

full of intrepid explorers...
@hawkt | #csforum13

scheming prospectors...
@hawkt | #csforum13

...and potential trainwrecks.
@hawkt | #csforum13

but it also has the potential
to be pretty f*cking awesome.
@hawkt | #csforum13

it’s all depends on
how you approach it.
@hawkt | #csforum13

before we can understand
native advertising...
@hawkt | #csforum13

we need to understand
content marketing.
@hawkt | #csforum13

content marketing (n.):
a way of connecting
brands with audiences
on their own terms
via shared interests.
@hawkt | #csfor...

native advertising (n.):
content marketing
designed to be loathed
in the environment
of its audience.
@hawkt | #csforum13

native advertising (n.):
content marketing
designed to belong
in the environment
of its audience.
@hawkt | #csforum13

?!?
@hawkt | #csforum13

sooo basically...
@hawkt | #csforum13

@hawkt | #csforum13

+
@hawkt | #csforum13

+
@hawkt | #csforum13

=
@hawkt | #csforum13

BOOM.
@hawkt | #csforum13

NATIVE
ADVERTISING.
@hawkt | #csforum13

easy breezy.
@hawkt | #csforum13

not so much.
@hawkt | #csforum13

but there are *tremendous*
opportunities in this space...
@hawkt | #csforum13

...for the intrepid
explorers among us.
@hawkt | #csforum13

TWO:
How Should We Approach It?

short answer:
@hawkt | #csforum13

@hawkt | #csforum13

not like this.
@hawkt | #csforum13

content marketing isn’t hunting.
@hawkt | #csforum13

native advertising
doesn’t “capture” audiences.
@hawkt | #csforum13

we hunt for shared interests.
@hawkt | #csforum13

then we captivate audiences.
@hawkt | #csforum13

the nitty gritty:
@hawkt | #csforum13

this is how we do it.
@hawkt | #csforum13

drivers
jockeys
automobiles
horse races
eﬃcient dynamics
@hawkt | #csforum13

the joy of driving.
@hawkt | #csforum13

shared metadata -->
@hawkt | #csforum13

shared interests -->
@hawkt | #csforum13

unifying themes
@hawkt | #csforum13

unifying themes should
drive your content.
@hawkt | #csforum13

metadata should guide content
creation, curation and cultivation.
@hawkt | #csforum13

create curate
cultivate
content
marketing
editorial-quality text,
images and video
relevant, contextualized
third-party co...

text
articles, interviews,
blog posts, whitepapers,
case studies
create
imagery video multimedia feeds
photography,
infogr...

to cultivate those interests...
@hawkt | #csforum13

1) listen to your audience.
@hawkt | #csforum13

it lets them know you care,
@hawkt | #csforum13

and your personal attention
is their exclusive reward.
@hawkt | #csforum13

2) reach them where they live.
@hawkt | #csforum13

show them you understand...
@hawkt | #csforum13

what they do with their time...
@hawkt | #csforum13

and where they spend it.
@hawkt | #csforum13

3) make interesting content.
@hawkt | #csforum13

it creates lasting connections.
@hawkt | #csforum13

THREE:
What Keeps Us Connected?

short answer:
@hawkt | #csforum13

topics that excite and engage us.
@hawkt | #csforum13

ME
@hawkt | #csforum13

@hawkt | #csforum13

MUSIC
@hawkt | #csforum13

HUMOR
@hawkt | #csforum13

SPORTS
@hawkt | #csforum13

FASHION
@hawkt | #csforum13

SCREENS
@hawkt | #csforum13

NEWS
@hawkt | #csforum13

FOUR:
Why Journalism?

short answer:
@hawkt | #csforum13

“i should’ve known better.
you’re...in advertising.”

we’re dying over here.
@hawkt | #csforum13

“we” meaning advertising.
@hawkt | #csforum13

also journalism.
@hawkt | #csforum13

there are lots of ways
we can help each other.
@hawkt | #csforum13

and plenty of reasons
we why we should.
@hawkt | #csforum13

the nitty gritty:
@hawkt | #csforum13

three main reasons
come to mind.
@hawkt | #csforum13

1) banner ads are hurting.
@hawkt | #csforum13

the banner ad has been
unchanged for 18 years.*
source: https://medium.com/digital-advertising/ad94724dﬀf7
@hawkt | #csfor...

there are still innovators
in the banner ad space...
@hawkt | #csforum13

but in terms of engagement,
the numbers don’t lie.
@hawkt | #csforum13

source: media mind
@hawkt | #csforum13

2) native ads are starting to thrive.
@hawkt | #csforum13

potential for proﬁt here is big.
@hawkt | #csforum13

$40k-1mm per unit* big.
*This is the price range for a piece of Huﬃngton Post Partner Studio original content. Other rates...

in 2012, 10% of forbes’ revenue
came from native advertising.
(source: http://www.adweek.com/news/press/forbes-sponsored-c...

3) everyone wants credibility.
@hawkt | #csforum13

@hawkt
al giordano,
journo / rebel / mentor
@hawkt | #csforum13

back in the day, journalists
were paragons of credibility.
@hawkt | #csforum13

we can learn from them.
@hawkt | #csforum13

and vice versa.
@hawkt | #csforum13

if we’re sure we want to go there.
@hawkt | #csforum13

FIVE:
Should We Even Go There?

short answer:
@hawkt | #csforum13

yes.
@hawkt | #csforum13

we have the opportunity to do
truly groundbreaking work.
@hawkt | #csforum13

the nitty gritty:
@hawkt | #csforum13

there are a few things we’ll
need to do to get there.
@hawkt | #csforum13

1) think like a publisher.
@hawkt | #csforum13

craft a clear editorial direction...
@hawkt | #csforum13

with ethical guidelines...
@hawkt | #csforum13

room for diverse views...
@hawkt | #csforum13

a focus on broad issues...
@hawkt | #csforum13

2) understand the environment.
@hawkt | #csforum13

great, but....
@hawkt | #csforum13

67% believe news
is often inaccurate*
source: pew research center for the people + the press, august 2013.
http://www.peop...

75% believe news
is often inﬂuenced*
source: pew research center for the people + the press, august 2013.
http://www.peopl...

76% believe news
is often biased*
source: pew research center for the people + the press, august 2013.
http://www.people-p...

truth be told, there is some bias...
@hawkt | #csforum13

animal + mother
@hawkt | #csforum13

vice + wpp
@hawkt | #csforum13

huﬃngton post + digitas
@hawkt | #csforum13

buzzfeed + vayner
@hawkt | #csforum13

and this is just the beginning.
@hawkt | #csforum13

it all comes down to the story.
@hawkt | #csforum13

lose trust, lose credibility.
@hawkt | #csforum13

no credibility, no audience.
@hawkt | #csforum13

no audience, no breakthroughs.
@hawkt | #csforum13

SIX:
Who’s Breaking Through?

short answer:
@hawkt | #csforum13

the intrepid explorers among us.
@hawkt | #csforum13

EDITORIAL
@hawkt | #csforum13

OK THEN
Where Were We?

IMAGERY
@hawkt | #csforum13

VIDEO
@hawkt | #csforum13

OK THEN
Where Were We?

MULTIMEDIA
@hawkt | #csforum13

SEVEN:
Where Does Content Strategy Fit In?

short answer:
@hawkt | #csforum13

we are the foundation.
@hawkt | #csforum13

the nitty gritty:
@hawkt | #csforum13

“content strategy is planning.
content marketing is one
tactic that might stem from
your careful planning.”
-@gigigriﬃs
so...

if you want native advertising
to work, you have to plan for it.
@hawkt | #csforum13

1) establish clear goals (and KPIs).
@hawkt | #csforum13

2) get exec-level buyoﬀ.
@hawkt | #csforum13

3) build a publishing model.
@hawkt | #csforum13

organize team:
publisher
editor-in-
chief
culture
editor
features
editor
public
editor
managing
editor
creative
editor
con...

build processes:
@hawkt | #csforum13

source: http://www.slideshare.net/danieljacobson/npr-examples-of-cope
cope:
@hawkt | #csforum13

4) promote, promote, promote.
@hawkt | #csforum13

5) measure and modify.
@hawkt | #csforum13

source: http://stdout.be/2013/08/26/cargo-cult-analytics/
If you want to make big data work, you have to be really specifi...

TL;DR
Is Native Advertising Broken?

short answer:
@hawkt | #csforum13

no.
@hawkt | #csforum13

we’re just breaking it in.
@hawkt | #csforum13

to get where we need to be,
keep these things in mind:
@hawkt | #csforum13

1) be intrepid.
@hawkt | #csforum13

2) respect your audience.
@hawkt | #csforum13

3) share their passion.
@hawkt | #csforum13

4) keep church and state separate.
@hawkt | #csforum13

5) take calculated risks.
@hawkt | #csforum13

6) learn from mistakes.
@hawkt | #csforum13

7) plan on breaking things.
@hawkt | #csforum13

do this and
you might make headlines.
@hawkt | #csforum13

but above all else, do it
because it’s your passion.
@hawkt | #csforum13

hawk thompson
@hawkt | #csforum13
razorﬁsh.com
hawkthompson.com
hawkt.com
@hawkt

THANKS!
@hawkt | #csforum13

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