Recommended
More Related Content
Similar to "Getting Personal: How to Increase the Impact of your Content Marketing through Native Content" at Mumbrella's Travel Marketing Summit 2022
Similar to "Getting Personal: How to Increase the Impact of your Content Marketing through Native Content" at Mumbrella's Travel Marketing Summit 2022 (20)
More from AnneNguyen92
More from AnneNguyen92 (20)
Recently uploaded
Recently uploaded (20)
"Getting Personal: How to Increase the Impact of your Content Marketing through Native Content" at Mumbrella's Travel Marketing Summit 2022
- 1. Getting Personal: How to Increase the Impact of your Content Marketing through Native Content Luke Spano & Georgia Faure Avid Collective
- 3. And true native content is deeply immersive True Native Content VS Native Placements
- 4. Content produced by a publisher, focused on advertiser’s message, that looks and feels the same as regular editorial content.
- 5. Here’s why Native content can drive greater impact from your content marketing
- 6. The key difference between content marketing and native content is advocacy from a trusted voice
- 7. Users who feel a kinship with a brand will spend twice as much as those who don’t. Capgemini "Loyalty Deciphered— How Emotions Drive Genuine Engagement” 2017 via Impact.com
- 8. 84% of people say they don’t trust direct advertising from brands Forbes: 2021 Consumer Insights
- 9. Advocacy provides brands 4 powerful benefits
- 10. Such a gem on the Great Ocean Road! Save so you remember ✨ 01. Advocacy leverages existing relationships, so people are more receptive to the message
- 11. 02. Advocacy from voices people know + love creates trust in your message
- 12. We need to go to all of these! Please look them up ASAP We need to go to all of these! Please look them up now We need to try this with pa when go to our next trip. We need to go to all of thes Please look them up now This is our bucket list for when we get there! 03. Advocacy creates a desire to join in amongst an audience, prompting intent to replicate Kayla Collins we need this for our food trip in Hong Kong!
- 13. 04. Audiences choose to browse and consume content, garnering active attention
- 14. Better Attention Advocacy that drives 1. Openness & Receptivity 2. Trust In Message 3. Desire To Join In 4. Active Attention
- 16. “Only when an ad receives more than 2.5 seconds of attention we can start talking about enduring impact.” Amplified Intelligence
- 18. “Over 80% of ads don’t reach the 2.5 second attention-memory threshold.” Amplified Intelligence
- 19. Sources: InSkin Media, Research Now, and Sticky + Avid Native Average Dwell Time Across Q1 22’ Long Form Article Partner Content 80s 20s 40s 60s General Display Search Classifieds Native Content Average Attention Time Per Impression Social Because they’re choosing to engage, they spend more time on content and with your brand
- 20. Audiences choose to consume native content, resulting in better attention and more action The most common action (34%) was purchasing a product. of consumers took some form of action (buy, share, follow, save) after engaging with a recent piece of branded/native content. 84% 34% The Power of Branded Content (Crowd DNA 2021)
- 21. Advocacy + Better Attention = Greater Impact
- 23. Personalised native content ensures the value of the advocacy is maintained as you scale FROM THIS… TO THIS! BROAD MESSAGING PERSONAL & RELEVANT
- 24. 64% of Australian consumers expect a personalised experience Adobe: ‘Make It Personal’ 2022
- 26. Here’s how you can do personalised native content
- 27. 1. Segment The Target Audience To go beyond the standard personas Bucket Listers Family Travellers Road Trippers Foodies Active Family Adventure Summer Group Road Trippers Fine Wines Young Family Beaches Grey Nomads Young Couple Holiday Park Family Adventure Seeker Local Culture Caravanning Around The Country Van Lifer Art & Design Multi Generational Family Trip Health Enthusiast Luxury Explorer Nature Adventurers Wellness Lover
- 28. 02. Personalise Content To Your Segments To make it easy for them to say yes Wellness Culture Family Fun Natural Attractions Adventure Foodies Wellness Lover Health Enthusiast Local Culture Art & Design Multi Generational Families Holiday Park Family Nature Adventurers Van Lifer Adventure Seekers Caravanning Around The Country Luxury Explorer Young Couple
- 29. 03. Partner With The Right Trusted Voices Wellness Culture Family Fun Natural Attractions Adventure Foodies Best Life Australia Urban List Holidays With Kids Starts at 60 We Are Explorers TimeOut Love To Know Signature Luxury Travel & Style Where To Australia The Guardian This Weekend GRAZIA Mouths of Mums Finder Stay at Home Mum Where To Travel Vacations & Travel Caravan & Camping With Kids AWOL Boss Hunting Australian Mountain Bike Gourmet Traveller Marion’s Kitchen So Where Next
- 30. 3. Use Partners To Capture Content 2. Leverage User Generated Content 1. Repurposing Existing Creative Assets 04. Leverage Smart Content Production To drive greater impact from available resources
- 31. Channel Content Audience Multi-Channel distribution Time Out Australia Sponsored Ana Robinson Sponsored OPTIMISE 05. Significantly Amplify & Optimise Because great content isn’t worth creating if nobody’s going to see it
- 32. Advertising Channel Scale Targeted Attention Trust Television Radio Billboards Display Banners Social Ads Search Native Content Native Content can uniquely achieve attention & trust, but struggles with scale
- 33. Round 1 Round 2 Round 3 Round 4 Round 5+ 1 Campaign Sign Off Media Agency Creative Agency Client Publisher 2 3 4 5 6 Copy written for content Content Strategy Proposed Asset requirement sent Campaign Objectives Agreed Copy & imagery sent for 1st review 4 5 6 Copy & imagery reviewed Assets supplied in required format + spec Multiple Feedback Rounds Campaign Live Phone Calls Email Threads Spreadsheet & Docs Email Threads Phone Calls Content Strategy reviewed & agreed Media Agency Creative Agency Client Publisher 7 Copy & imagery approved 8 Copy & imagery sent for legal review 8 Creative given legal approval 6 Amends to copy & imagery Pre Planning Creative Production Spreadsheet & Docs Email Threads Spreadsheet & Docs This is what it can look like to get a piece of native content live
- 34. As a result, advertisers spend so much time executing Breakdown of hours required on typical $50K native content campaign 36 12 12 6 3 6 10 Analysing the potential partner publishers offering’s and their relevant products e.g. 12 publishers Briefing a range of publisher’s on the potential campaign - RFP’s e.g. 6 publishers Reviewing Publisher Proposal’s e.g. 6 publishers Negotiating + signing off selected RFP’s Organise Finances Campaign briefing and feedback process Following up + collating performance reports + creating summary presentations 85 hours
- 35. And that’s not the only reason native content struggles to scale Lack of Unique Reach Fragmented Market Lack of Standardisation Minimal Targeting Resource Intensive
- 37. We took a run at solving the native content problems to elevate the category Lack of Unique Reach Fragmented Market Lack of Standardisation Minimal Targeting Resource Intensive Reaching 18+ Million One Point of Access Product Matrix Extensive Data Partnerships Platform Run Campaigns Craft Cartel We Explorers Go Ask Mum Buzzfeed Are Media
- 38. Partners Advertisers Building a larger native content industry by creating greater efficiencies
- 39. Travel Brands already benefiting from Avid Native
- 40. 100+ Publishers 500+ Influencers 11,000+ Data Segments
- 41. We Deliver Native Content at Scale To bring brands and messages to life Additional Content Amplification Optimise Towards What’s Working Create a Scale of Content Travel withbest experience Get thechancetowin Optimise Towards What’s Working Relevant Environments to Align Contextually Scale of Content Creation 1. 2. Additional Content Amplification 3. 4.
- 43. Avid’s Campaign Solutions A toolkit of over 20 unique marketing solutions that leverage content to deliver on specific campaign objectives
- 44. We Have A Solution For Every Media Objective Awareness Conversion Consideration Creative Functional Mass Reach Mass Awareness Social Chatter Hype Announcement Creating News Advocate & Influence Content Series Audience Education Sequential Video Series Advocate & Drive Showcase & Drive Shoppable Article Feature & Drive Engaged Traffic Content Connector Content Connector to Publisher Social Traffic Prospecting Ecommerce Acquisition Creative Platform Exploration Content Showcase
- 45. We built a platform to manage it all END-TO-END SPEED & EFFICIENCIES EVERYTHING HOUSED IN ONE PLACE BUILT FOR MULTIPLE STAKEHOLDERS ACCESS TO REAL-TIME REPORTING & OPTIMISATIONS
- 46. Discovery Tools To Find Partners Discovery Profiles ● Partner Overview ● Audience Insights & Metrics ● Key USPs Products Discovery ● Products By Partner ● Product Inclusions & Deliverables ● Search Based On Objectives Partner Discovery ● Explore the Partner Network ● Find Ideal Content Partners ● Search Based on Needs
- 47. Filter & Search Bar Filtered Partner Profiles Browse & Filter The Entire Network
- 48. Deep Dive Into Selected Partner
- 49. We Also Provide An Unrivalled Service Offering Content Included Australian Account Service Guaranteed Deliverables Content production costs are included with every campaign Sydney based account management, digital teams, strategy and commercial support Platform Access Platform access for multiple stakeholders for content approvals and insights We guarantee content engagement with minimum levels of impressions, content views and clicks Extensive Reporting - Live Dashboards - Extensive PCR reports - Brand Uplift Studies - 3rd Party Traffic Reviews
- 50. Plus a team of experts to support and guide (these are just some of them…)
- 51. We’ve created an advertising solution that satisfies all 4 of the key advertising pillars Advertising Channel Scale Targeted Attention Trust Television Radio Billboards Display Banners Social Ads Search Native Content Avid Native
- 52. Bespoke decks + materials as needed Network Deep Dive + Workshops Available Brief Avid using platform briefing tools Engage partnerships team for proactive ideas + plans Working With Avid
- 53. Come see us at our stand!