Content Marketing 2.0: How Content Promotion Can Revitalize Your Brand

Pubcon Regional Austin, January 28, 2014

Content Marketing and Content Audits

Daryl Colwell

Vice President

MediaWhiz

© Presentation Copyright by Author, Licensed by Pubcon Inc.

USB, Web, and CD Distribution © Copy and Copyright Pubcon 2014 - All Rights Reserved

Pubcon ® and Pubconference ® are Registered Trademark of Pubcon Inc.

INTENDED FOR PRIVATE USAGE OF PUBCON ATTENDEES - NOT FOR DISTRIBUTION

Content Marketing 2.0 How Content Promotion

Can Revitalize Your Brand

Daryl Colwell

Matomy Media Group

www.Matomy.com | @MatomyGroup

Content Marketing Basics 1

2

3

4

5

6

2 www.Matomy.com | @MatomyGroup

Getting the Most from Content Marketing

Content Promotion 101

Content Promotion Industry Landscape

Agenda

Q&A

The Good, The Bad, The Ugly of Content Promotion


About Me

• Oversee business development

• 12 years’ experience in performance marketing

About My Company — Matomy Media Group • Global performance marketing company

• Customer acquisition & lead generation

• Top-5 Affiliate Network, mThink, 2014

• Services: Mobile, Social, Video Advertising, Display,

Search, SEO, Email, Affiliate

• Top-25 Digital Agency, Ad Age, 2012


Content Marketing: • Establishes authority and provides

useful information

• Should be useful even to someone

not interested in buying your

product or service

• Not disguised as independent

editorial

• Does not have to run in an editorial

environment, like a third-party

magazine

• Provides value to the consumer.

• Is honest and without hyperbole

What is Content Marketing?


Basic Rules

1. Lead Generation: Your content should generate leads for your

business.

• Don’t create content just to have content.

• Caveat: Don’t create content that is purely sales-driven.

2. Context: Your content needs to be placed in the right venues for

the right audiences.

3. Have a Strategy: One-off efforts won’t cut it. Use an editorial

calendar to plan content each quarter.

4. Timing: Plan publication of content around customer buying cycle.

5. Factor in Cost: Content marketing is expensive. It’s a long-term

investment; not a short-term solution.

6. Make it Creative: Your content needs to bring something new to

the consumer. Otherwise, it’s a waste of time and money.

Content Marketing — The Basics

Being Overly Promotional Taking It to the Extreme

Takeaways • Don't make tone

obviously

promotional

• Visualize the info

• Ensure imagery

and graphics fit

the content

Takeaways • Back an

argument with

convincing

numbers

• Use

proportionate

sentiment

• Inform the

consumer; don’t

insult or offend

them

Avoid these Mistakes


Bland Content Misguided Content

Takeaways • Make your

message

interesting and

distinctive

• Don't just directly

turn figures into

stats

• Use imagination

and wit

Takeaways • Content needs to fit your brand

and that of third-party publisher

• Tone and context are important

Avoid these Mistakes



Rule #1: Never waste content without

offering an “Ask” of some kind

“Ask” is more than a “call to action” or intent.

It’s a request for a specific action.

• Mix of soft and hard sell

• Ask should be reasonable and related to

the content

• Examples of an “Ask”:

• Newsletter / blog subscriptions

• Free appraisals / audits

• White paper download



“If you’re not putting some

kind of hook to future

business into your efforts,

you’re not content

marketing.”

– Chris Brogan, Jan. 22, 2013

Source: http://www.chrisbrogan.com/contentmarketing201/



Rule #2: Bridge the gap

between appeal and

consumer action

Ask 3 important questions: • Where is my audience and where

does it find content?

• What will trigger a consumer action

from my content?

• What triggered my audiences interest

in my content?



Rule #3: Appeal to a

broad audience

• Don’t just sell to a specific

niche or vertical

• Remember: your audience is

your buyer

• Educational content is great

but only if it leads further down

the sales funnel


Why Content Promotion? • Gives a broad distribution

network to your brand’s

content and thought

leadership

• 53% of marketers feel their

content fails to resonate

with readers

• If people don’t see your

brand’s content, did it serve

a purpose?


Source: The Content Standard, September 2013


What is Content

Promotion? • Content discovery and

distribution system

• Offers online readers

content recommendations

• Help your audience

discover interesting and

relevant content

• Add a new revenue stream

• Recommend content from

high-quality third-party

providers



Audience Development • Expand reach to relevant audiences

interested in your brand

• Increase reach and engagement of

your content through a CPC model

Increased Brand Awareness • Promote content on major publisher

websites alongside industry thought

leaders

• Grow brand awareness via a non-

invasive, non-disruptive fashion


The Advertiser Advantage


The Publisher Advantage

Content Monetization • Monetize your content via a “native”

ad unit

• Increase overall page CPMs

• Generate additional revenue by

offering high-quality content from

other publishers and advertisers

Reader Engagement • Extend reach and lifetime value of

your content

• Increase time on site by driving

traffic to relevant recommended

content

Native Advertising in 2014

Industry Landscape


Industry Landscape


When it comes to the FTC’s regulation of native advertising the lines

can be blurry. Here are a few ways to prevent getting caught in the

crosshairs:

1. Don’t Preach. Make the whole approach to selling be about the

experience.

2. Deliver the goods. Help your audience solve a problem. If there is

no value in your ad, you will hear about via social media.

3. Talk to your audience. Open a channel for engagement, not

advertising.


Content Promotion In Action


Content Promotion Gone Wrong Overview

• September Shape

magazine native

ad/article published

under heading of

“News” promoting its

Shape Water Boosters

product.

• National Advertising

Division determined

Shape “blurred the line

between advertising

and editorial content in

a way which could

confuse consumers”


Content Promotion Best Practices 1. Use Really, Really Good Content —

Blog Posts, Articles, Slideshows, Positive

Reviews, Video Content, etc.

2. The Sticky Factor — Protect your

brand. Develop organic content that is

relevant to your audience/customers and

keeps your user stuck on your website.

3. Title/Headline — Keep the brand name

out of it. Use questions that create

intrigue and make the user want to click.

4. Headline Moderation – Keep the

headline short but interesting.

5. Media Type — Include media type

keywords in headline: [INFOGRAPHIC];

[VIDEO]

QUESTIONS?

Daryl Colwell Senior Vice President

Matomy Media Group

E: [email protected]

Stay Connected


Thank You