Digital Advertising in a Content Driven World

Franco Puetz

Why You’re Listening To Me

• I have caffeine pumping through my veins.

• I’ve spent a lot of money on ads.

• You want to amplify your content.

• I’m the laziest person here.

What is Content Marketing?

• Name something online that doesn’t touch content.

• Writing/Creating content is just the tip of the iceberg.

What is Content Marketing?

• Name something online that doesn’t touch content.

• Writing/Creating content is just the tip of the iceberg.

• TED Talks/going viral/popularity contests.

• How can I leverage this content?

What is Content Marketing?

• Name something online that doesn’t touch content.

• Writing/Creating content is just the tip of the iceberg.

• TED Talks/going viral/popularity contests.

• How can I leverage this content?

What is Content Marketing?

• Name something online that doesn’t touch content.

• Writing/Creating content is just the tip of the iceberg.

• TED Talks/going viral/popularity contests.

• How can I leverage this content?

What is Content Marketing?

• Name something online that doesn’t touch content.

• Writing/Creating content is just the tip of the iceberg.

• TED Talks/going viral/popularity contests.

• How can I leverage this content?

Ballin’ on a Budget

• Big brands are dragging their feet/less focused.

Ballin’ on a Budget

• Big brands are dragging their feet/less focused.

Search Engine Fun

• Content Discovery Disclaimer

• Who uses Google?

• Organic Listing w. AdSense

• Bing it up!

Mobile Should Be Separate

• Know your limits.

• Responsive/quick/brief.

• Twitter cards = ultra effective.

Mobile Should Be Separate

• Know your limits.

• Responsive/quick/brief.

• Twitter cards = ultra effective.

Smart Retargeting

• Who categorizes their content?

• What’s different this time?

• Start building lists now.

• Use targeting exceptions and feel good ads.

Smart Retargeting

• Who categorizes their content?

• What’s different this time?

• Start building lists now.

• Use targeting exceptions and feel good ads.

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation:

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

• Go deep with custom audience targeting…

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

• Go deep with custom audience targeting…

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

• Go deep with custom audience targeting…

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

• Go deep with custom audience targeting…

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

• Go deep with custom audience targeting…

Get Nasty With Facebook

• Stop boosting your posts – take advantage of Power Editor’s dark post creation.

• Go deep with custom audience targeting…

graph.facebook.com/friznanco

Other Odds & Ends

• Continuity is crucial.

• Advertising is sales. – Fear and Pain generate sales (clicks/leads)

• Keep them engaged.

• Deep and precise delivers, stop blanketing and wasting ad $$$.– They won’t notice. This is a good thing.

Tools I Like

• Google Trends

• Google Keyword Planner

• Excel/Google Spreadsheets

• Canva

• Facebook Targeting Tool

• Fake Facebook Accounts

• Power Editor/AdWords Editor/Bing Editor– Microsoft hates mac users…

Tools I Like

• Google Trends

• Google Keyword Planner

• Excel/Google Spreadsheets

• Canva

• Facebook Targeting Tool

• Fake Facebook Accounts

• Power Editor/AdWords Editor/Bing Editor– Microsoft hates mac users…

Shameless Plug…

Shameless Plug…