Content In Context: Native Advertising That Works
- 1. There is no such thing as “good content.” (There’s only Content In Context)
- 4. Content In Context = Native Advertising #ContentInContext @mdeziel
- 5. CON-TEXTERE(latin) “together” + “to weave” #ContentInContext @mdeziel
- 6. of consumers prefer to get information from a company via articles over ads of consumers feel that custom content from a company is valuable #ContentInContext @mdeziel
- 7. Of consumers believe that the companies that provide custom content want to build a good relationship with them #ContentInContext @mdeziel
- 8. So how do you line it all up? AWESOME CONTENT#ContentInContext @mdeziel
- 9. Identify Your POWER Know Your PEOPLE Find Your PLACE Dress The PART #ContentInContext @mdeziel
- 11. Of people trust educational content from businesses in their area of expertise #ContentInContext @mdeziel
- 12. PRODUCT ROLE EMOTIONS P R E PRE-STRATEGTY: FIND THE BRAND’S AREA OF AUTHORITY #ContentInContext @mdeziel
- 13. Is the content in the brand’s area of authority? What is already being said about that topic? What will the competition be creating/pitching? Can you add a unique perspective? #ContentInContext @mdeziel
- 14. KNOW YOUR PEOPLE
- 15. “But I know my people!” #ContentInContext @mdeziel Our primary target is “Juice-bar Jane,” who is married with 2.5 children and a HHI of $77.3K.She enjoys yoga and…
- 16. More visual focus Higher lift in brand affinity Higher purchase intent Serve them Content vs. Standard Ads #ContentInContext @mdeziel
- 17. What insights can you take from top editorial? Who is looking for the info you want to offer? What are their problems, questions, desires? What do those people like, comment on, share? #ContentInContext @mdeziel
- 18. FIND YOUR PLACE
- 19. 19 Of time spent online is spent with content Additional time spent on social networks #ContentInContext @mdeziel
- 20. Where do your people gather? How and when do they consume content? What sources do those people trust? #ContentInContext @mdeziel
- 21. DRESS THE PART
- 22. 81% use articles on their sites 76% use videos 62% use infographics 61% use webinars 22% use podcasts #ContentInContext @mdeziel *B2B Company Stats
- 23. What’s the voice and tone of content here? What does content here look like? How do readers experience content here? #ContentInContext @mdeziel
- 24. PUTTING IT ALL TOGETHER: CASE STUDY #ContentInContext #DSP16 @mdeziel
- 25. Streaming TV Trends Visually driven tech enthusiasts Interactive Page
- 29. Timeline
- 30. Prison Life (OITNB) Streaming TV Trends Visually driven tech enthusiasts Entertainment/ humor seekers Interactive Page GIF list
- 32. GIFs from the show Playful, irreverant, conversational tone
- 33. Prison Life (OITNB) Streaming TV Trends Visually driven tech enthusiasts Entertainment/ humor seekers Interactive Page GIF list Fact-driven, politically conscious skeptics In-depth reporting
- 39. INNOVATION HAPPENS AT THE INTERSECTION. THAT’S WHERE NEW IDEAS COME FROM Emilie Wapnick
- 40. GO FORTH AND FIND NEW IDEAS. @mdeziel
- 41. AN EXCLUSIVE NATIVE AD NEWSLETTER FROM @MDEZIEL JOIN: OVERLAPLEAGUE.COM