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Food Niche & NativeBrandon Erlacher
@bserlacherPublisher
The Elkhart TruthNative Advertising Summit
July 9,2014
Today Flavor574
Concept & Strategy
Products
Metrics
Packaging
Next Steps
Concept & Strategy
Niche Content Play: Food
Geographical boundaries (574)
Strengths
Build off of Elkharttruth.com and Radio reach
SEO play
Same CMS
Leverage packaging across brands
Huge differentiation advantage to publishers! Organic SEO and Trust…
Content Types
3 Content Types
Content Marketing (Native or
Sponsored)
Journalist created
User-generated (Columnists)
Sections
Eat
Drink
Make
Guide
Events
We are able to offer our advertisers/sponsors the opportunity to get in front of a highly
engaged community of ‘foodies.’
The challenge now is educating our advertisers that the value of that engagement
Outweighs smaller readership.
Newspaper Food
Content & Flavor
How does it work?
All food content originates with Flavor
Story lives on Flavor
Newspaper Food
Content & Flavor II
How does it work?
All food content originates with Flavor
Food critic and blog live on Flavor
Bylines in newspaper have Flavor
Elkharttruth.com shares Flavor stories
via social
SEO
Larger audience, drive traffic
Lends credibility
**Rule: We never post the same content on Flavor574.com and Elkharttruth.com
A digital asset only lives in one place. Link to it from other brands…
Social and Email Twitter
Google+
Daily Newsletters
0 20 40 60
Eat
Drink
Make
Full
Email Open Rates by List
Niche product
engagement is very high:
53% on Facebook!
Other Items
Have a dedicated seller, but also make packages available to media reps
User is first stakeholder. Quality content is key. Not advertorial. Evergreen content. Native is a win/win. Think Quality Score!
Staff includes a Project Manager who reports to Creative Services, a dedicated seller and shared reporting resources with newsroom for those who are passionate
Trusted, local, independent contractors (correspondents) are used to create the native content
0
100
200
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400
500
600
700
800
900
1000
DESKTOP
MOBILE
TABLET
Flavor Traffic (by Device and Time of Day)
Flavor Traffic (New vs. Returning by Month)
78.5
67.4
57.253.9
21.5
32.6
42.846.1
0
10
20
30
40
50
60
70
80
90
March April May June
% New % Returning
Traffic Origin(by Device)
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Direct Organic Referral
Desktop
Mobile
Tablet
Products
Cross-Selling
Newspaper
elkharttruth.com
Truth Radio
Events
Content Marketing (Native)
Sponsored Articles
*Video
*Audio
Digital Advertising
Display Email*Pre-roll Video
*Deals
Digital Publication
• Google Play
• App Store
• Amazon
Content Examples
Digital Publication Published June 2014
Quarterly
Live Demo
Flavor Next steps: Native video and audio (cooking shows)
Rebuild Recipe Engine
Reverse publication to a subscriber list
Event Integration
Extend into new area codes that have traditional media
support (i.e. Flavor260)
Elkharttruth.com
Learning from Flavor
Discussion