Hosted By Brandon Buras, Executive Director of Branded Content with Hearst Newspapers In our connective world, consumers expect a deeper connection with the brands they choose to do business with. This only increases during a time of crisis as 1 in 3 millennials expect their top brands to be communicating more. With the current changes in our daily routines, you have the opportunity to give your customers what they are craving more are than ever at this time.

2. Your customers are looking for you.
Is your content marketing plan ready?

3. BRANDON BURAS,
EXECUTIVE DIRECTOR OF BRANDED CONTENT
Brandon is the head of our branded content division, StoryStudio. As the ringleader
of this solutions-oriented team, they work with brands to create and define opportunities
that brands can elevate their storytelling. With a deep understanding of consumer
engagement, Brandon has been able to work with top brands to create content lead
campaigns aimed to inspire, enlighten, educate, and drive results. His experience
spans many industries, including Retail, Real Estate, Healthcare, and Travel.

4. A
WAS NOT IN MY

5. Source

6. SOURCE: Comscore Media Metrix Custom Reporting
417MILLION
392MILLION
FEB 3 –
FEB 9
FEB 10 –
FEB 16
FEB 17 –
FEB 23
FEB 24 –
MAR 1
MAR 2 –
MAR 8
MAR 9 –
MAR 15
MAR 16 –
MAR 122
TOTAL DIGITAL VISITS AMONG TOP DIGITAL NEWS SITES
AGGREGATE OF ~40 SELECT NEWS SITES
630MILLION
HIGHEST WEEK OF
NEWS VISITS
IN 2020
+ 68%
VS. WEEK OF FEB 17–23
+ 18%
VS. PREVIOUS WEEK

7. SOURCE: Comscore Media Metrix Custom Reporting
727MILLION
760MILLION
FEB 3 –
FEB 9
FEB 10 –
FEB 16
FEB 17 –
FEB 23
FEB 24 –
MAR 1
MAR 2 –
MAR 8
MAR 9 –
MAR 15
MAR 16 –
MAR 122
TOTAL DIGITAL VISITS AMONG TOP RETAILER SITES
AGGREGATE OF AMAZON, TARGET, WALMART, COSTCO, BEST BUY
817MILLION
HIGHEST WEEK OF
RETAIL VISITS
IN 2020
+ 11%
VS. WEEK OF FEB 17–23
+ 3%
VS. PREVIOUS WEEK

8. CAN A
CREATE
WHY PEOPLE LOVE BRANDS
WHAT IS BRANDED CONTENT
FOUNDATION OF CONTENT
IMMEDIATE OPPORTUNITIES

9. Source
PEOPLE WOULDN’T CARE IF 77% OF
BRANDS DISAPPEARED.
Source: meaningful-brands.com, 2019

10. WHAT BRANDS COME TO MIND

11. {trust}
[1] a: assured reliance on the character,
ability, strength, or truth of someone or
something
[noun]
Source: Demand Metrics, Invesp
59% of shoppers prefer to buy new products
from the brands they trust.
82% of consumers feel more positive about a
brand after reading customized content.

12. OF PEOPLE EXPECT BRANDS TO PRODUCE
CONTENT THAT ENTERTAINS, PROVIDES
SOLUTIONS AND PRODUCES EXPERIENCES AND
EVENTS.
Source: meaningful-brands.com, 2019

13. is content that is linked to a brand that allows consumers to make a connection with that
brand. It is a marketing technique that does not involve traditional advertising.
Its purpose is to drive engagement through content and often exists in mediums such
as videos, podcasts, articles, and even live events. Branded content does not focus on
the actual product as it does the quality of the brand itself.

14. ELEVATING BRAND AWARENESS THROUGH
BRANDED CONTENT
25%
54%
60%
Display Ad Branded Content Branded Content + Display
PAIRING DISPLAY ADS WITH BRANDED CONTENT MAKES RECALL EVEN STRONGER
6% Increase
In Brand
Recall
Source: Forbes Branded Content Study

16. 58% OF BRAND CONTENT IS
NOT MEANINGFUL
Source: meaningful-brands.com, 2019

17. TO ESTABLISH YOUR

18. DEFINING YOUR CAMPAIGN GOALS
STEP 1
36%
38%
48%
49%
51%
55%
61%
65%
75%
84%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Drive attendance to in-person events
Build a subscribed audience
Generate sales/revenue
Nurture subscribers/audiences/leads
Support the launch of a new product
Build loyalty with existing clients/customers
Generate demand/leads
Build credibility/trust
Educate audience(s)
Create brand awareness
Base: B2C content markets. Aided list, multiple responses permitted.
2020 B2C Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
GOALS B2C MARKETERS HAVE ACHIEVED BY USING CONTENT
MARKETING SUCCESSFULLY IN LAST 12 MONTHS

19. ESTABLISHING YOUR AUDIENCE
Age & Gender
Education + Job Role
Family Details
Location
Interests & Hobbies
DEMOGRAPHIC DETIALS GOALS AND CHALLENGES
What is the preferred
communication type for the
industry?
Are there specific social
channels or trade
organizations?
HOW TO REACH THEM
Expectations specific to
your industry
Fears and challenges of the
industry?
STEP 2

20. DISCOVERING
STEP 3
YOUR STORY
INSPIRE
INFORM
EDUCATE
REWARD
ENTERTAIN
HELP
THE ROLES OF
CONTENT
6

21. STARTING WITH THE WHY
WHY
HOW
WHAT
WE KNOW HOW WE DO IT…
WE KNOW WHAT WE DO IT…
FEW PEOPLE OR
ORGANIZATIONS
KNOW WHY THEY
DO WHAT THEY DO
THE GOLDEN CIRCLE
NEOCORTEX
BRAIN
LIMBIC
BRAIN
Source: Simon Sinek, StartWithWhy

22. Because People Matter
We're in the people business.
We just happen to sell groceries.

23. AWARNESS PURCHASE
RATIONALEMOTIONAL
EN
TER
TA
IN
EDUCATE
C
O
N
VIN
C
E
IN
SPIR
E
VIDEOQUIZES
COMETITIONS
ARTICLES
PRESS RELEASE
PRODUCT DEMO
CALCULATORS
CASE STUDIES
REVIEWS
ENDORSEMENTS
EVENTS
INFOGRAPHICS
WHITE PAPERS
PRODUCT
FEATURES
DEFINING YOUR CAMPAIGN GOALS
STEP 4

24. GOOD STORIES DESERVED TO BE SEEN
STEP 5
1. On Site
SEO
2. Social Media
Organic
3. Email
Owned Database
4. Print
Collateral
5. In-Store
Activations
6. Brand
Ambassadors

25. BRANDED CONTENT
+ TRUSTED VOICES
Engaged consumers show
greater purchasing
consideration when content
is located on a respected
publisher
7%
Purchase
Consideration
22%
Purchase
Consideration

26. Website Traffic
Page Views
Video Views
Downloads
BRAND AWARNESS
Social Shares
Comments
Forwards
Time on Content
ENGAGMENT
Returning Visitors
Social Followers
Unsubscribe Rates
RENTION & LOYALTY
REPORT, ANALYZE, REPEAT
STEP 6

27. X X
BE OPEN TO
FEEDBACK
Look for reinforcement that
you are providing value in
your content strategy.

28. COMMUNICATE
CHANGES
VITRUAL
CONNECTIONS
PROVIDE HELP &
SUPPORT
…OR MAYBE YOU HAVE TO TIME TO MAKE THAT 2020 MARKETING PLAN!

29. CONTENT CREATORS
Telling stories is in our DNA! For over
118 years we have told the stories that
matter most to our community.
CONTENT DISTRIBUTORS
We reach the largest audience in
Texas. We use our vast network to
reach your target audience.