Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
Recording now available! https://soundcloud.com/officialsxsw/go-home-marketing-you-are
"In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah."
Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks.
So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.
How To Find Content Opportunities | SearchLove SD 2019Ross Simmonds
This document provides a step-by-step guide for coming up with great content ideas. It recommends researching popular topics, domains, and content on sites like Reddit, Facebook groups, and Quora to find ideas that resonate with audiences. The guide also suggests analyzing keywords, shared articles, and linked content across industries to find opportunities. It advocates experimenting with different content types and formats, and iterating based on audience engagement metrics to refine content over time. The goal is to develop high-performing content that attracts and serves target audiences well.
Social Media Ambassadors for Giving TuesdayBeth Kanter
The document discusses creating a social media ambassador strategy for non-profits. It defines social media ambassadors as passionate stakeholders who share information about an organization on social media and ask their networks to support it. The key aspects of the strategy are to start by leveraging current staff and board as insiders due to their belief in the mission. Guidelines, support, and activation are needed to utilize insiders as ambassadors effectively. Recruiting aligned outside individuals as ambassadors and providing them communications tools can also help spread organizational messages and boost campaigns. Coordinating ambassadors amplifies the impact of the ideas and messages shared.
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
The document discusses how to create content that is visually appealing and intellectually stimulating. It recommends focusing on capturing audience attention with visually appealing images, engaging readers intellectually by allowing them to learn and take action, forming a connection by finding something audiences are passionate about, producing original ideas, combining new uses of media, creating depth that challenges audiences to think and learn more, and applying these pillars while understanding the target market.
This document provides guidance on using content and social media to drive business results. It emphasizes setting concrete and measurable goals, understanding the target audience, and developing a content strategy and promotion plan. The general model involves bringing visitors in, getting permission to interact, and converting them. Content should give value, grow the opt-in list, and establish expertise. Both regular and evergreen content are important. The document also covers content planning, driving conversions through blogging and social media, resources needed, and measuring results.
Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
Recording now available! https://soundcloud.com/officialsxsw/go-home-marketing-you-are
"In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah."
Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks.
So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.
How To Find Content Opportunities | SearchLove SD 2019Ross Simmonds
This document provides a step-by-step guide for coming up with great content ideas. It recommends researching popular topics, domains, and content on sites like Reddit, Facebook groups, and Quora to find ideas that resonate with audiences. The guide also suggests analyzing keywords, shared articles, and linked content across industries to find opportunities. It advocates experimenting with different content types and formats, and iterating based on audience engagement metrics to refine content over time. The goal is to develop high-performing content that attracts and serves target audiences well.
Social Media Ambassadors for Giving TuesdayBeth Kanter
The document discusses creating a social media ambassador strategy for non-profits. It defines social media ambassadors as passionate stakeholders who share information about an organization on social media and ask their networks to support it. The key aspects of the strategy are to start by leveraging current staff and board as insiders due to their belief in the mission. Guidelines, support, and activation are needed to utilize insiders as ambassadors effectively. Recruiting aligned outside individuals as ambassadors and providing them communications tools can also help spread organizational messages and boost campaigns. Coordinating ambassadors amplifies the impact of the ideas and messages shared.
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
The document discusses how to create content that is visually appealing and intellectually stimulating. It recommends focusing on capturing audience attention with visually appealing images, engaging readers intellectually by allowing them to learn and take action, forming a connection by finding something audiences are passionate about, producing original ideas, combining new uses of media, creating depth that challenges audiences to think and learn more, and applying these pillars while understanding the target market.
This document provides guidance on using content and social media to drive business results. It emphasizes setting concrete and measurable goals, understanding the target audience, and developing a content strategy and promotion plan. The general model involves bringing visitors in, getting permission to interact, and converting them. Content should give value, grow the opt-in list, and establish expertise. Both regular and evergreen content are important. The document also covers content planning, driving conversions through blogging and social media, resources needed, and measuring results.
The document discusses using social media, specifically Facebook, Twitter, and LinkedIn, for lead generation. It provides tips on creating engaging content, using paid promotion features like promoted posts and ads, and tracking results. The key recommendations are to post mostly valuable content and focus promotion on content with clear calls-to-action. Tracking engagement and conversion metrics is important to measure the effectiveness of social media lead generation efforts.
It's time to buckle up for what is sure to be an epic flight as we prepare for a safe landing at Content Marketing World in Cleveland, Ohio, USA this September 5-8. The Content Marketing Institute and TopRank Marketing teams once again will bring you a series of three #CMWorld conference ebooks showcasing some of our amazing speakers with their thoughtful advice on content marketing. Hang on for a fun ride - and we'll see you in September! (And be sure to listen to Joe Pulizzi's "message from your captain!" We had fun with this one.)
The document outlines the principles of content marketing. It asserts that content is the keystone of inbound marketing and is needed for SEO, social media marketing, community building, and customer experience optimization. The goal of content marketing is to build familiarity, likability, and trust rather than to directly convert, acquire leads, or make sales. To be effective, content must be exceptional, inspirational, unique, credible, fun, or beneficial to share. The document pledges commitment to creating remarkable content that people will love and want to share.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
Hootsuite is a social media management system that allows users to manage social media accounts across multiple platforms like Twitter, Facebook, LinkedIn from a single dashboard. It was created in 2008 and has over 10 million users. The presentation discusses Hootsuite's collaboration with IBM Connections which allows sharing social media posts and comments between the two platforms. It provides various benefits like listening to conversations, tracking competitors, engaging customers. Applications discussed include customer support, marketing, sales and recruitment.
Digital Marketing/Content Marketing/Social Media Marketing 360Dan Galante
This document provides information about content marketing strategies for lead generation and demand generation. It discusses how content marketing goals differ for B2B versus B2C organizations, with lead generation being the top goal for B2B content marketing. It also discusses how technology has disrupted traditional marketing by giving consumers more information and making brands less in control of the conversation. As a result, content marketing through industry resources and educational content has become more important for generating leads and demand. The document provides tips for content marketing including building social media channels, creating blogs on platforms like WordPress and Tumblr, writing long-form posts on LinkedIn, and using analytics tools like Google Analytics.
Thought Leadership Marketing Guide [2021]Emir Atlı
https://hockeystack.com/blog/thought-leadership-marketing-guide
If you have been looking for ways to grow your business, then you might've heard the term "thought leadership marketing."
I don't know what you have learned so far about it, but if you still have questions about what is and how you can become a thought leader, then this beginner guide to thought leadership marketing is just what you were looking for.
Let's get started with the basics.
In this e-book, you'll see over dozens of predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
This 22 step guide outlines strategies for content marketing and distribution. It recommends writing engaging titles and breaking content into sections for readers. Suggested content types include how-to guides, lists, surveys and fact-based articles. For distribution, the guide recommends posting on social media sites like Facebook, Twitter and LinkedIn, submitting to bookmarking sites, guest blogging, converting to infographics and videos, and using calls to action and incentives to promote engagement.
This document discusses growing online communities and measuring their success. It provides tips for seeding and growing communities around specific niches or topics. It emphasizes the importance of consistent, relevant content and interacting with other related communities. The document also stresses the value of monitoring various metrics to understand community trends and engagement over time in order to improve strategies and content. Key metrics mentioned include sales, traffic, sentiment, passion, reach, and various engagement metrics.
MtoM and TapInfluence Presentation for M2Moms ConferenceChristine Wilson
Are You Doing Influencer Marketing All Wrong? Learn how to do it right and how to track real metrics to measure your ROI and influence. From technology leader TapInfluence and marketing to moms experts MtoM Consulting.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
This document discusses strategies for creating effective social content using influencer marketing. It identifies five keys: 1) Understanding your audience and their needs on different platforms; 2) Setting goals for your content campaigns; 3) Identifying influential social media personalities to partner with; 4) Optimizing content to get the best return; and 5) Measuring success through key metrics. The document provides guidance on each key, including how to find and work with influencers, customize content for different platforms, and set meaningful goals to measure performance.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Ultimate guide to content marketing and influencer strategyPrayukth K V
This document provides guidance on developing an effective content marketing strategy. It discusses conducting an audit of existing content and opportunities to identify trends, gaps and how your brand can contribute. It also emphasizes the importance of planning content in advance through an editorial calendar while still being able to seize real-time opportunities. Various types of content are described that can help build awareness, generate leads and foster collaboration, such as curating expert content, co-creating content and crowdsourcing ideas.
Leveraging platforms for effective distribution, WTF UK is content marketing,...Digiday
Leveraging platforms for effective distribution discusses choosing the right platforms to distribute content based on business goals and audience needs, rather than just picking the largest or most popular platforms. It recommends mapping specific content themes and target audiences to relevant platforms, and establishing key performance indicators and an editorial plan to continuously measure, review and improve content distribution efforts over time.
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
The document discusses using social media, specifically Facebook, Twitter, and LinkedIn, for lead generation. It provides tips on creating engaging content, using paid promotion features like promoted posts and ads, and tracking results. The key recommendations are to post mostly valuable content and focus promotion on content with clear calls-to-action. Tracking engagement and conversion metrics is important to measure the effectiveness of social media lead generation efforts.
It's time to buckle up for what is sure to be an epic flight as we prepare for a safe landing at Content Marketing World in Cleveland, Ohio, USA this September 5-8. The Content Marketing Institute and TopRank Marketing teams once again will bring you a series of three #CMWorld conference ebooks showcasing some of our amazing speakers with their thoughtful advice on content marketing. Hang on for a fun ride - and we'll see you in September! (And be sure to listen to Joe Pulizzi's "message from your captain!" We had fun with this one.)
The document outlines the principles of content marketing. It asserts that content is the keystone of inbound marketing and is needed for SEO, social media marketing, community building, and customer experience optimization. The goal of content marketing is to build familiarity, likability, and trust rather than to directly convert, acquire leads, or make sales. To be effective, content must be exceptional, inspirational, unique, credible, fun, or beneficial to share. The document pledges commitment to creating remarkable content that people will love and want to share.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
Hootsuite is a social media management system that allows users to manage social media accounts across multiple platforms like Twitter, Facebook, LinkedIn from a single dashboard. It was created in 2008 and has over 10 million users. The presentation discusses Hootsuite's collaboration with IBM Connections which allows sharing social media posts and comments between the two platforms. It provides various benefits like listening to conversations, tracking competitors, engaging customers. Applications discussed include customer support, marketing, sales and recruitment.
Digital Marketing/Content Marketing/Social Media Marketing 360Dan Galante
This document provides information about content marketing strategies for lead generation and demand generation. It discusses how content marketing goals differ for B2B versus B2C organizations, with lead generation being the top goal for B2B content marketing. It also discusses how technology has disrupted traditional marketing by giving consumers more information and making brands less in control of the conversation. As a result, content marketing through industry resources and educational content has become more important for generating leads and demand. The document provides tips for content marketing including building social media channels, creating blogs on platforms like WordPress and Tumblr, writing long-form posts on LinkedIn, and using analytics tools like Google Analytics.
Thought Leadership Marketing Guide [2021]Emir Atlı
https://hockeystack.com/blog/thought-leadership-marketing-guide
If you have been looking for ways to grow your business, then you might've heard the term "thought leadership marketing."
I don't know what you have learned so far about it, but if you still have questions about what is and how you can become a thought leader, then this beginner guide to thought leadership marketing is just what you were looking for.
Let's get started with the basics.
In this e-book, you'll see over dozens of predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
This 22 step guide outlines strategies for content marketing and distribution. It recommends writing engaging titles and breaking content into sections for readers. Suggested content types include how-to guides, lists, surveys and fact-based articles. For distribution, the guide recommends posting on social media sites like Facebook, Twitter and LinkedIn, submitting to bookmarking sites, guest blogging, converting to infographics and videos, and using calls to action and incentives to promote engagement.
This document discusses growing online communities and measuring their success. It provides tips for seeding and growing communities around specific niches or topics. It emphasizes the importance of consistent, relevant content and interacting with other related communities. The document also stresses the value of monitoring various metrics to understand community trends and engagement over time in order to improve strategies and content. Key metrics mentioned include sales, traffic, sentiment, passion, reach, and various engagement metrics.
MtoM and TapInfluence Presentation for M2Moms ConferenceChristine Wilson
Are You Doing Influencer Marketing All Wrong? Learn how to do it right and how to track real metrics to measure your ROI and influence. From technology leader TapInfluence and marketing to moms experts MtoM Consulting.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
This document discusses strategies for creating effective social content using influencer marketing. It identifies five keys: 1) Understanding your audience and their needs on different platforms; 2) Setting goals for your content campaigns; 3) Identifying influential social media personalities to partner with; 4) Optimizing content to get the best return; and 5) Measuring success through key metrics. The document provides guidance on each key, including how to find and work with influencers, customize content for different platforms, and set meaningful goals to measure performance.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Ultimate guide to content marketing and influencer strategyPrayukth K V
This document provides guidance on developing an effective content marketing strategy. It discusses conducting an audit of existing content and opportunities to identify trends, gaps and how your brand can contribute. It also emphasizes the importance of planning content in advance through an editorial calendar while still being able to seize real-time opportunities. Various types of content are described that can help build awareness, generate leads and foster collaboration, such as curating expert content, co-creating content and crowdsourcing ideas.
Leveraging platforms for effective distribution, WTF UK is content marketing,...Digiday
Leveraging platforms for effective distribution discusses choosing the right platforms to distribute content based on business goals and audience needs, rather than just picking the largest or most popular platforms. It recommends mapping specific content themes and target audiences to relevant platforms, and establishing key performance indicators and an editorial plan to continuously measure, review and improve content distribution efforts over time.
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
Advertising And Marketing CommunicationJeff Nelson
This document discusses integrated marketing communication (IMC). IMC is an approach where all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified strategy rather than in isolation. The document provides definitions of IMC, discusses the role of IMC in the marketing process, and lists reasons for the growing importance of IMC such as allowing companies to avoid duplication and take advantage of synergies across promotional tools. It also describes major characteristics of IMC including a shifting of marketing dollars from traditional media advertising to other forms of promotion like sales promotions.
Content marketing is a marketing strategy that focuses on creating and distributing valuable content to attract and engage a target audience. It aims to build relationships and conversations between brands and consumers through content rather than traditional advertising. The report examines case studies and key lessons, and discusses the opportunities and risks of content marketing for FMCG businesses. It provides an overview of the content marketing landscape.
An early definition of integrated marketing communications (IMC), A more current definition of integrated marketing communications (IMC), What importance of IMC is growing, The four stages model of integrated marketing communications (IMC)
Exploring the Diverse Landscape Types of Marketing Activities.pdfMr. Business Magazine
In the ever-evolving realm of business, understanding the various types of marketing activities is crucial for organizations seeking to promote their products or services effectively.
How to Plan and Execute a Successful Influencer Marketing Strategy in 2024.pdfBrandly Global
In the constantly changing realm of digital marketing, staying ahead of trends is crucial for achieving business success. Influencer marketing has emerged as a powerful strategy, creating authentic connections between brands and their target audiences. As we step into 2024, the dynamics of influencer marketing continue to evolve, presenting both new challenges and opportunities for businesses. In this article, we'll delve into the intricacies of planning and executing a successful influencer marketing strategy in 2024.
Integrated marketing communications (IMC) is an approach where all aspects of marketing work together as a unified force, including advertising, sales promotion, public relations, direct marketing, online communications, and social media. The goal of IMC is to create a seamless customer experience and reinforce a brand's core message. IMC considers factors like a brand's marketing mix, promotional strategies, communications objectives, target audiences, and tactics to ensure consistency across channels. Barriers to effective IMC include functional silos between departments, restricted creativity, and a lack of management expertise in the IMC approach.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
This document provides an overview of developing a full-funnel marketing strategy for B2B companies. It discusses that prospects now research solutions online for a considerable time before contacting vendors. It then outlines the three levels of the marketing funnel: top-funnel focuses on brand awareness; mid-funnel focuses on content engagement and education; and bottom-funnel focuses on lead generation and sales conversions. The document emphasizes using a diverse set of marketing programs that target prospects throughout the entire funnel, not just one part, in order to guide them from awareness to purchase.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
This document provides an overview of native advertising and content marketing. It discusses how native advertising can enable meaningful relationships between consumers and brands by providing high-quality content that fits with the style and format of surrounding editorial content. The document also outlines key considerations for creating and distributing native advertising, including ensuring transparency and distinguishing advertising from editorial content. Publisher and advertiser perspectives on native advertising are presented.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
This document provides an overview and guidance on native advertising and content marketing. It defines key terms and discusses various native advertising formats including in-feed units, recommendation widgets, social media units, and out-stream video ads. It also covers business models for native advertising, including how content is monetized through production and distribution fees. The document aims to help advertisers, publishers and marketers better understand native advertising and its opportunities to build meaningful consumer relationships.
The document discusses content marketing and customer engagement. It argues that marketers must become thought leaders and publishers of insightful content to build relationships with target audiences. Relevance is key, as corporate buyers tune out traditional marketing and prefer independent research and peer advice. The document advocates developing strategic advocacy agendas and platforms through content to engage decision makers and generate leads. It also stresses the need for clear content strategies, high-quality multi-format content, and performance measurement to advance return on content investment.
Building Content Brands provides guidance on developing an effective content marketing strategy through a process called the "6As". This involves defining goals and key audiences, analyzing the competitive landscape, developing an editorial approach and publishing process, taking action to create and share content, and continuously assessing performance against goals. The guide emphasizes the importance of thinking like a publisher to sustain high-quality, valuable content that achieves business objectives and engages the "always on" consumer. It also outlines core principles for creating content that is relevant, valuable and shareable in order to reach wide audiences.
Một số chiến thuật Affiliate Marketing có thể thúc đẩy doanh sốMarketingTrips
Trong bối cảnh thị trường bất ổn, người làm marketing cần không ngừng sáng tạo ra những phương thức marketing mới để thúc đẩy hiệu suất. Affiliate Marketing là chiến lược mà doanh nghiệp nên áp dụng.
The document discusses various aspects of corporate communications and marketing, including marketing communication, integrated marketing communications, and different communication tools. It explains that marketing communication aims to disseminate information about an organization to selected markets in order to induce initial purchases and achieve post-purchase satisfaction. Integrated marketing communications involves blending different communication elements, such as advertising, personal selling, and sales promotion, to communicate consistently with the market. Direct marketing and exhibitions are also discussed as important communication tools.
Building Content Brands provides a guide to developing a successful content brand with an always-on content marketing strategy. It discusses how content has become a key part of the marketing mix as consumers are always connected. It outlines the 6As framework for a content strategy, including defining goals, understanding the target audience, analyzing the situation, devising the approach, taking action, and assessing results. The document provides best practices for content planning, production, and measurement to help brands think and act like publishers.
Blockchains are distributed digital ledgers that record transactions in a way that makes it difficult or impossible to change, hack, or cheat the system. This document provides a high-level overview of blockchain technology, focusing on how it works at a conceptual level and exploring some specific blockchain applications and examples of when a blockchain system should be considered for use. It is intended for readers with little knowledge of blockchains who want to understand the basic principles without extensive technical details.
Guidelines on the application and setting of administrative fines for the pur...i-SCOOP
This document provides guidelines for supervisory authorities on applying and setting administrative fines under the EU's General Data Protection Regulation (GDPR). It establishes the following key principles:
1) Infringements of the GDPR should lead to "equivalent sanctions" across EU member states to ensure consistent protection of personal data and allow free movement of data.
2) Administrative fines and all corrective measures should be "effective, proportionate and dissuasive" based on the specific facts and circumstances of each case.
3) Each competent supervisory authority will make an individual assessment of the appropriate fine based on the criteria in Article 83(2) of the GDPR for each specific case.
The EU ePrivacy Regulation text as it was published after the vote in the LIB...i-SCOOP
This document is a report from the European Parliament on a proposed regulation concerning the respect for private life and the protection of personal data in electronic communications. It seeks to repeal and replace Directive 2002/58/EC due to technological changes that have not been fully addressed. The report contains recitals that provide context on privacy as a fundamental right and how electronic communications data can reveal sensitive personal information. It proposes amendments to several of the Commission's recitals to strengthen privacy protections and clarify aspects of the regulation's scope.
The document defines cloud computing according to the National Institute of Standards and Technology (NIST). It identifies five essential characteristics of cloud computing (on-demand self-service, broad network access, resource pooling, rapid elasticity, and measured service). It also outlines three service models (Software as a Service, Platform as a Service, and Infrastructure as a Service) and four deployment models (private cloud, community cloud, public cloud, and hybrid cloud). The purpose is to provide a baseline definition and taxonomy to facilitate comparisons of cloud services and deployment strategies.
The Commission has proposed updating the ePrivacy Regulation to strengthen privacy rules for electronic communications and adapt them to the upcoming General Data Protection Regulation. The proposal aims to ensure Europeans' electronic communications are private regardless of technology by applying ePrivacy rules to internet-based services like Skype, WhatsApp, and online messaging in addition to traditional telecom providers. The proposal also clarifies rules around cookies and direct marketing calls to give users more control over privacy settings and permissions for their personal data online and on devices.
From the End of Information Chaos to Contextual Knowledgei-SCOOP
J-P De Clerck will give a presentation on extracting value from diverse information sources. He analyzes emerging information formats and how to provide value to mobile decision makers. The 2020 Vision webinar series, co-developed by InfoDesk and Dow Jones, educates professionals on information workflow. Sean Smith from InfoDesk can provide more details. De Clerck will discuss how only 4% of businesses extract full value from information due to information chaos from high volume, velocity and variety of data. He will explore how to harness information's value by focusing on purpose, users and outcomes rather than volume alone. Artificial intelligence can help make sense of diverse unstructured data and prioritize high-value opportunities for real-time
The document discusses various metrics related to social media and online content. It notes that 2 million tweets were posted, 20 million pieces of content were posted online, 750,000 hours of video were uploaded to YouTube and 50 million videos were viewed on YouTube. It also discusses that 100 million people use Facebook and 40,000 photos are uploaded to Flickr daily.
Social media program development success 3 stepsi-SCOOP
The document provides guidance on developing and selling a social media program within a business, emphasizing identifying opportunities across business functions like sales, customer support, and public relations; addressing objections by understanding organizational fears around control, costs, and capabilities; and implementing the program in three steps of developing strategy, operational deployment, and ongoing management and execution.
Key Lessons From the Fusion Marketing Experience conference 2012i-SCOOP
A recap with some key takeaways from the keynotes at the Fusion Marketing Experience conference Antwerp, 2012. Created by opening and closing keynote speaker, Kristin Zhivago.
Changing Your Organization from the Inside Outi-SCOOP
Presentation by Jamie Notter, co-author of "Humanize: How People-Centric Organizations Succeed in a Social World" at the occasion of the Fusion Marketing Experience conference 2012: four principles.
Presentation on the people-centric organization by Fusion Marketing Experience congress 2012 speaker Jamie Notter, co-author of "Humanize: How People-Centric Organizations Succeed in a Social World".
What customers want: the changing buying journey and how to prepare for iti-SCOOP
Presentation by Kristin Zhivago on the changing buying journey and why/how to focus on the customer journey at Fusion Marketing Experience conference 2012.
The document discusses building a successful organizational social media program. It outlines seven essential elements: an executive champion, clear lines of authority, a social media evangelist, sensible metrics and measurement, partnership with legal, a solid social media policy, and employee education and training. It emphasizes the importance of having clarity on social media roles and responsibilities within the organization to avoid inconsistencies and conflicts. It also stresses measuring social media success based on defined goals and engagement rather than just reach and numbers.
Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com
Research Data Digital Marketing Belgium 2012i-SCOOP
An overview of key digital marketing data in Belgium for 2012. Survey by The Reference, supported by conversionation and #fusionmex. More on http://www.referencedata.be/en/investments-digital-marketing
Digital marketing in Belgium 2012: infographici-SCOOP
The document discusses digital marketing adoption among Belgian companies. It shows that most companies focus on establishing a website and using email marketing, search engine marketing, and social media. It also indicates that 7 out of 10 companies currently have a social media presence. The document also notes that mobile is a new area for most companies, though larger companies are more likely to have a mobile-optimized website. It concludes that Belgian companies have mixed feelings about their digital marketing initiatives and many struggle to determine ROI and get insights from their data.
Report on Facebook ad spending by TBG. Especially brand campaigns, to grow fan base, thrive. Used in post on MarketingFacts: http://www.marketingfacts.nl/berichten/merken_investeren_massaal_budgetten_in_facebook_fans/
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Call8328958814 satta matka Kalyan result satta guessing➑➌➋➑➒➎➑➑➊➍
Satta Matka Kalyan Main Mumbai Fastest Results
Satta Matka ❋ Sattamatka ❋ New Mumbai Ratan Satta Matka ❋ Fast Matka ❋ Milan Market ❋ Kalyan Matka Results ❋ Satta Game ❋ Matka Game ❋ Satta Matka ❋ Kalyan Satta Matka ❋ Mumbai Main ❋ Online Matka Results ❋ Satta Matka Tips ❋ Milan Chart ❋ Satta Matka Boss❋ New Star Day ❋ Satta King ❋ Live Satta Matka Results ❋ Satta Matka Company ❋ Indian Matka ❋ Satta Matka 143❋ Kalyan Night Matka..
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
4 Benefits of Partnering with an OnlyFans Agency for Content Creators.pdfonlyfansmanagedau
In the competitive world of content creation, standing out and maximising revenue on platforms like OnlyFans can be challenging. This is where partnering with an OnlyFans agency can make a significant difference. Here are five key benefits for content creators considering this option:
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Dive into this presentation and learn about the ways in which you can buy an engagement ring. This guide will help you choose the perfect engagement rings for women.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...Herman Kienhuis
Presentation by Herman Kienhuis (Curiosity VC) on developments in AI, the venture capital investment landscape and Curiosity VC's approach to investing, at the alumni event of Amsterdam Business School (University of Amsterdam) on June 13, 2024 in Amsterdam.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
1. CONTENT MARKETING PRIMER
DEFINITIONS, BENEFITS, TYPES AND MARKETPLACE
CONSIDERATIONS FOR PUBLISHERS, MARKETERS AND AGENCIES
This paper provides the industry with a framework for thinking about and discussing content marketing as it relates to
definitions, benefits, varieties and transparency principles. The IAB seeks to shine a light on this dynamic and evolving
space and provide guidance and best practices that will ultimately help shape its formation and future growth.
This primer will serve as the basis for future IAB initiatives in the content marketing space to provide greater clarity to the
market and is a companion piece to the previously issued IAB Native Advertising Playbook.
December 16, 2013
2. CONTENTS
1. Introduction
2. Background: The Rise of Content Marketing
3. What is Content Marketing?
4. The Benefits of Content Marketing for Publishers, Consumers and Advertisers
5. How Content Marketing Works Across All Three Channels as an Ecosystem
6. The Varieties of Content Marketing: Original, Repurposed, and Curated
7. Conclusion
8. Appendix
1
3. 1. INTRODUCTION
With the growing, industry-wide discussion over the definition of content marketing, it is important for the Interactive
Advertising Bureau and its members to have a firm position on this topic from the view of publishers and sell-side facing
organizations. Core to this discussion is the convergence between technological development, publisher interest,
advertising demand, and changing consumer behavior.
The objectives of this document are to a) eliminate confusion and establish alignment regarding competing
definitions, content marketing platforms, and strategies; b) provide an overview of accurate, up-to-date information on
content marketing; c) offer meaningful guidelines on navigating editorial standards and sponsor presence; and d)
address the need for clear disclosure to consumers and businesses. To note, it is intended that this report will be
updated as necessary to reflect changing market conditions and also function as a jumping off point for deeper
exploration on a variety topics related to content marketing.
The IAB Content Marketing Task Force was led by Susan Borst, Director of Industry Initiatives at the IAB, and member cochairs Andrew Susman, Co-Founder and CEO at Studio One, Chris Schraft, President at Time Inc. Content Solutions and
Lisa LaCour, VP Global Marketing at Outbrain. The Task Force consists of nearly 50 IAB members representing
publishers and technology platforms. See Appendix for complete list.
2. BACKGROUND: THE RISE OF CONTENT MARKETING
For both B2C and B2B, content marketing has become an increasingly important part of the marketing mix. Various
1
industry sources report that 86% of B2C marketers now include content marketing in their marketing mix. On average,
28% percent of B2C marketing budgets are allocated to content marketing, and 55% of consumer marketers plan to
2
increase their content marketing spend in the next year. For B2B marketers, the percent including content marketing in
the mix is even higher than for B2C. In a 2013 study, 93% of B2B marketers reported that they are using content
marketing. On average, 30% of B2B marketing budgets are allocated to content marketing, with 58% planning to
3
increase their content marketing budget over the next 12 months. While the size of the market will be better determined
by clarifying the definition of content marketing, it is clear that advertisers are accelerating their adoption of traditional
journalism and publisher techniques to engage today’s digitally empowered consumers. The rise in content marketing is
driven by the shift in consumer behavior resulting from technological change and both the growth and the fragmentation
of media channels. As media has changed, so have the fundamental requirements for successful brand engagement with
consumers.
3. WHAT IS CONTENT MARKETING?
First, it is useful to define content within today’s digital context. Content is the essential material that makes up a digital
publisher’s consumer-facing business. Different content mediums include articles, videos, photographs, modules,
infographics, quizzes, and the core user experience of how those assets are presented via website, mobile site, or
application. Content is our “programming” – it builds an audience of unique visitors, subscribers, and stakeholders.
Content marketing is the marketing technique of creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target audience. Content marketing subscribes to the notion that
delivering high-quality, relevant, and valuable information to prospects and customers drives profitable consumer action.
The originator of the content is a consumer- or business-facing brand that traditionally communicates with consumers via
advertising, public relations, or a retail sales channel. Within this paradigm, content assets, experiences, strategies, and
2
4. tactics are adopted by a marketer who is ultimately pursuing the more traditional marketing goals of brand preference,
brand equity, and brand awareness.
Content marketing differs from advertising, advertising-based story-telling and other promotional vehicles in one specific
way: the intent of this mode of communication is to provide useful, educational, or entertaining information on its own
merit. Content marketing is a pull strategy, unlike advertising, which is push. This marketing technique intends to “pull”
the consumer toward the brand and create a user experience which will ultimately increase brand awareness and
preference.
Much of the confusion around definitions arises from the breadth of the terminology. Similar to any digital publisher’s
competitive road map, content marketing is a naturally broad idea and encompasses a wide range of online and offline
tactics, from social media to syndication to native advertising to the use of content assets within IAB standard ad unit
space. Marketers are using some or several of these under the content marketing umbrella, and the smartest marketers
are utilizing many, if not all of them, simultaneously.
4. THE BENEFITS OF CONTENT MARKETING FOR PUBLISHERS,
ADVERTISERS AND CONSUMERS
1. For Publishers:
As the experts in content, publishers are an important part of the content marketing ecosystem. Publishers can benefit
from increased revenue opportunities and also get additional content on their site at the same time. Publishers can
provide research, writing, design, video production, and distribution of content to help a “vendor become a
publisher.” Developing high-quality content marketing material may also include posting on a media site as well as
distributing it via social channels.
Revenue opportunities include:
1.
2.
3.
4.
5.
Paid native ad units
Sponsored story features
Custom publishing editions
Content recommendation widgets
Value of co-branding
Publishers can also take advantage of syndication opportunities of publisher’s content to brands.
2. For Advertisers:
Advertisers are accelerating their adoption of traditional journalism and publisher techniques to engage today’s
digitally empowered consumers. Content marketing helps establish deeper relationships with consumers, which in
turn results in an increase in brand preference come buying time. By providing consumers something of value –
whether entertainment or information – marketers can engage and induce them to invest their time in and attention
to the content. By tying the valuable content to a brand or by having the brand add the value, it allows for a positive
connection with the consumer which goes beyond the hard sell. Brand marketers can partner with publishers to
either ensure a more custom experience for consumers or to pursue a more automated approach to placing content.
In addition to “pulling” consumers toward a brand identity, advertisers can use data recorded by
information/measurement companies to optimize content and increase user engagement.
3
5. 3. For Consumers:
Today's digitally empowered, constantly connected consumers are harder to reach and influence than ever before.
They've become skilled information hunters who seek out high-value content in real time along the digital path to
purchase. They're willing to engage with brands but demand a value exchange—their time and attention in
exchange for service, utility, and entertainment. As a result, we've seen brands increasingly adopt a publisher's
perspective to using relevant content to engage consumers across paid, owned and earned media. When brands
put the consumer first with the focus on relevancy versus selling, consumers feel they are in the driver’s seat on what
content they consume. Consumers value the less intrusive nature of content marketing which, ideally, leads to a
more positive association with the brand and a higher inclination to take action. Action can be in the form of
interaction (clicks) and, importantly, the sharing of branded messages on social networks. Successful content that
consumers receive is targeted, of high quality, is informational, relevant and is typically free. By engaging with
brands through social media channels, consumers can also experience reputable customer service and a two-way
conversation with advertisers with whom they could not otherwise directly communicate.
5. HOW CONTENT MARKETING WORKS ACROSS ALL THREE
CHANNELS OF THE ECOSYSTEM
The publishing component is often a central element of the overall content marketing strategy. Given the immense paid
media budgets available among the larger advertising brands, a great deal of strategic thinking goes into how to invest
those budgets into a strategy that results in a successful content marketing campaign. In this light, content, and how it is
distributed, becomes its own work-stream adding to and complementing traditional advertising placements to create
what is growingly referred to as an ecosystem.
The framework of “owned, earned, and paid” is often the nomenclature of choice for discussing the publishing and
distribution of content marketing assets. While there are many instances of content
marketing usage with regard to one channel or another, the ideal approach for a sophisticated marketer is to think about
the totality of channels available and consider the role for content across owned, earned, and aid.
Of course, there are inherent operational challenges with integrating this kind of system. Its integration requires close
coordination with many suppliers, partners, and agencies, each of who, if not incentivized against an interdependent
goal, can be territorial or disjointed. Marketers who are determined to embrace this system are experimenting with the
best mix of partners and specific roles and swim lanes to increase the collective chances of success.
*While industry standard nomenclature used to describe media framework is seen as paid, earned, and owned, content marketing
always starts with content, or owned, media.
Owned
The role of owned within this ecosystem is to behave very much like a publisher’s site might – a curated, engaging
environment where content pertinent to the interests and passions of the consumer are covered in great detail. Different
content assets can be programmed in sequence as a curriculum of sorts – leading consumers to learn and experience
fresh things about the general subject matter and ultimately about the brand itself.
Outside of the pure value of the content itself in terms of the consumer experience it provides, there is also what is
referred to as the discoverability benefit. Over time, a sufficiently supported, content-rich site experience will surface
higher against key terms in search. The quality of the content and the amount of time consumers spend on that content
will increase the score significantly. Content of low value with an exclusively promotional or self-serving approach could
even be penalized, underscoring the importance of a content marketing approach to the overall digital strategy in place
among marketing organizations.
4
6. As social media presence is part of the owned channel, these destinations act as valuable companion components to
other web destinations, either taking a lead or supportive role for the consumer. Content that lives on an owned site
could fuel activity in social, exchanging traffic and activity between the two channels as set forth in a broader strategy.
In many instances, this is not a case of “either/or” but of “and/and,” where content assets move fluidly wherever and
however the consumers demand them.
Examples of owned media include any and all websites, mobile sites, apps, games, or other kinds of browser-based
experiences requiring a URL; social media footprint includes Facebook page(s), Twitter handle(s), YouTube channel(s),
Tumblr, Vine, and Instagram accounts.
Earned
Earned media can be used to best measure whether a content marketing system is working optimally. It can also be used
to amplify content.
Extreme virality is rare and hard to replicate. But achieving unpaid lift, amplification, and extension of a message is
central to the success of a content marketing approach. In this way, advertisers and partners will lean on the content
creation resource to adapt the output based on earned performance. Additionally, you will find instances of teams
seeking additional unpaid lift from publishers in connection with large activations in which both brands (advertiser and
publisher) have a stake.
While social media profiles/accounts fall into the owned channel, once brand content is shared, that content then
transfers into the earned channel. Basic instances of earned media include the common re-tweet, Facebook share, and
share widgets that make the process of sharing across various social media platforms more accessible. More evolved
strategies can include full-fledged PR efforts. In a way, cross-linking content or sharing feeds can be a way of sparking
earned media – but the key thing to remember is that earned media cannot be purchased directly or truly owned by a
brand.
Paid
Publishers are experimenting with a number of different paid ad unit types designed to distribute content. These include
in-feed units, recommendation widgets, promoted listings, custom playlists, and traditional search, as well as standard
(IAB) ad units that incorporate native elements. Each of these varies based on form, function, technology integration,
measurement, market dynamics, and ad disclosure language. This topic is in greater detail in The IAB Native Advertising
Playbook prepared by the IAB Native Advertising Task Force (released December 4, 2013.)
6. THE VARIETIES OF CONTENT MARKETING: ORIGINAL,
REPURPOSED, AND CURATED
It is important to note several of the different approaches that marketers, advertisers, and their agencies might adopt
when sourcing the content itself for use in content marketing strategies. One of the major accelerators for this variety is
the emergence of venture-backed technology platforms that can facilitate specific aspects of this process.
Some advertisers advancing into the area of content marketing embrace the need to commission original content from a
variety of different supplier classes. Others are more focused on finding ways to borrow, license, or repurpose existing
content from publishers, with direct permission, through an intermediary (such as a technology platform), or under
presumed fair use. The more sophisticated content marketers experiment across this spectrum.
5
7. When it comes to the marketplace for repurposing content, there are more complex considerations for the publisher and
advertiser as well as with regard to consumer experience. A custom, original production exercise can be a cleaner, more
transparent matter for the advertiser, publisher, and consumer, especially where the content created is “work for hire”
that the brand can own in perpetuity.
On the other hand, commissioning original content requires investment, either in the production of the assets themselves
or in some sort of media buy which covers impressions plus content creation resources. The curation of existing content
from publishers is much less flexible, but conceivably, if the appropriate agreements can be struck and legal concerns
satisfied, this approach represents an incredibly large pool of assets for a marketer to leverage. Often best practices that
surround content curation include:
1.
2.
3.
4.
Linking back to third parties
Linking back to the original posting
Identifying and giving credit to the original source
Providing original text/commentary on the curated content
7. TRANSPARENCY / CONSUMER DISCLOSURE / FAIR USE
As with traditional ad units, content marketing efforts should be clearly disclosed to the consumer as such, whether the
marketing activity is:
1. Paid native ad units
2. Third-party paid links
3. Social media endorsements (either organic or paid)
The IAB is firm that this is not an option but a requirement. The disclosure language may differ based on the marketing
activity, but the goal is the same: to provide transparency. As outlined in the IAB Native Advertising Playbook, the IAB
Recommended Native Advertising Disclosure Guidelines are as follows:
Regardless of native advertising unit type, the IAB advocates that, for paid native ad
units, clarity and prominence of the disclosure is paramount.
The disclosure must:
-
-
Regardless of native ad unit type, use language that conveys that the unit has been paid for by a third party,
thus making it an advertising unit, even if that unit does not contain traditional promotional advertising
messages.
Be large and visible enough for a consumer to notice it in the context of a given page and relative to the device
that the ad is being viewed on.
Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is a paid native
advertising unit vs. what is publisher editorial content.
The use of content within standard IAB units should offer less concern for stakeholders, even if the unit is content centric,
as most consumers are accustomed to general banner placements on page. So long as there is not a deliberate attempt
by the publisher or advertiser to make the in-unit content seem like it is unquestionably part of the editorial experience,
standard IAB units should be a comfortable place to experiment with content.
6
8. With a great many publishers leveraging the curation of original content, the general rule of thumb circles around the
idea of giving credit to the creator of the content, who owns the copyright. Publishers that demonstrate that they have a
variety of different sources to pull content from, in fact, become more credible themselves.
8. CONCLUSION
Every day, thousands of pieces of content are planned, edited, published, and measured to give brands a powerful,
personal, and effective way to reach their targeted audience. The intent of content marketing is to provide useful,
educational, or entertaining information on its own merit, without a call to action. The use of a combination of content
marketing tactics across the owned, earned, and paid channels of the ecosystem can result in successful content
strategies for publishers and advertisers, while also subsequently strengthening loyalty and increasing sales among
consumers.
7
9. APPENDIX
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that
are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated
to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its
members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider
business community about the value of interactive advertising. Working with its member companies, the IAB evaluates
and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the
IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit
www.iab.net.
About the IAB Content Marketing Task Force
The Content Marketing Task Force is comprised of IAB members who volunteered to participate with the goal of
producing this primer. The task force is led by: Andrew Susman – Studio One, Chris Schraft – Time Inc. and Lisa LaCour
– Outbrain. For further information contact Susan Borst, the IAB Task Force Lead.
Participants
Adam Ostrow, Mashable
Adam Weinroth, OneSpot
Andrew Gorenstein, Gawker Media
Brett Curtis, Thomson-Reuters
Christian Galindo, Glam Media
Christina Bourne, The Weather Channel
Christine Fleming, Demand Media
Dan Greenberg, Sharethrough
Dan Rubin, Meredith Digital
Erik Shani, Kontera
Fred Tietze, Gloto Corp.
Greg Cypes, AddThis
Howard Sholkin, IDG
James Del, Gawker Media
Jennifer Catto, SAY Media
Jennifer Kamienski, Centro
Joe Pulizzi, Content Marketing Institute
Jonathan Perelman, BuzzFeed
Jordan Hyman, Bloomberg
Josh Cobb, Yahoo!
Keith Long, Federated Media Publishing
Laura Maria Palau, Remezcla
Michael Goefron, Unruly
Nicholas Aquino, Swoop
Phyllis Joseph, Unilever
Randa Munayyer Stephan, Dow Jones & Company
Rebecca Lieb, Altimeter Group
Reed Lucas, Channel Factory
Ren Chin, Flite
Robert Leon, Gravity
Ron Elwell, Swoop
Member Companies
AddThis
Aha Radio by Harman International
Altimeter Group
Bloomberg
BuzzFeed
Centro
Channel Factory
Content Marketing Institute
Demand Media
Disqus
Dow Jones & Company
Federated Media Publishing
Flite
Gawker Media
Glam Media
Gloto Corp.
Gravity
IDG
IZEA
Kontera
Martini Media
Mashable
Meredith Digital
OneSpot
Outbrain
PulsePoint
Remezcla
SAY Media
Sharethrough
Studio One
Swoop
8
10. Seth Rogin, Mashable
Skip Brand, Martini Media
Sloan Gaon, PulsePoint
Stephen CA Roy, Disqus
Steve Kondonijakos, Federated Media Publishing
Tawney Bains, Visible Measures
Ted Murphy, IZEA
Tessa Gould, The Huffington Post
Tobin Trevarthen, Aha Radio by Harman International
The Huffington Post
The Weather Channel
Thomson-Reuters
Time Inc.
Unilever
Unruly
Visible Measures
Yahoo!
For a complete list of IAB Members as well as the Councils, Committees, and Working Groups who are actively shaping
the interactive industry, please visit the IAB Member Center.
Sources:
1.
2.
3.
http://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/
http://www.customcontentcouncil.com/news/nearly-44-billion-new-survey-shows-rise-content-marketing-budget
http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
9