how to scale storytelling with native advertising

SCRIPTED.COM I NATIVO.NET

HOW TO SCALESTORYTELLING &

CONTENT DISTRIBUTION

SCRIPTED.COM NATIVO.NET


1.0 CONTENT MARKETING

What is Driving the Content Marketing

Category


1.1 CRITICAL TRENDS

3 Critical trends for marketers:

1. Brands Thinking Like Publishers

2. Move from Traffic to Attention

3. Audience Shift to Mobile


1.2 CMO PHILOSOPHY

78% of CMOs think custom content is the future of marketing…

Hanley Wood 2013


1.3 BRAND INVESTMENT

Brands are investing in content - $44B (p) in 2014

Custom Content Council 2013


1.4 PRODUCTION COST

Effort and cost to produce content has come way down

SCRIPTED.COM I NATIVO.NETBut there’s so much content to compete with…

1.5 INTERNET MINUTE


1.6 ATTENTION ECONOMY

Effort and cost to produce content has come way downBrands are fighting a war for consumer attention


1.7 NATIVE ADVERTISING

Native = content distribution + attention capture + scale

True Native Distribution

Promoted In-feed

Brand Content + Consumed On-site


1.8 PUBLISHER ADOPTION

Publishers are quickly productizing their native offerings…


1.9 NATIVE AD TECH

…and native ad technology is solving the scale challenge

Brand Content

(all assets)

True Native Distribution 1B+

PVs of True

Native IMPs

250+ Publishers

2,000+Publication

s

Reach

Native Ad Server (+CMS

inside)


2.0 STORYTELLING

Why Original Storytelling Matters


2.1 GOALS

Brand Storytelling Goals

Brand AwarenessCustomer AcquisitionCustomer Retention

Engagement

B2B B2C

Brand AwarenessLead Generation

Customer AcquisitionThought Leadership


2.2 DEFINE SUCCESS

How Do You Define Success?

Web TrafficSocial Media Sharing

Time Spent on WebsiteDirect Sales

Qualitative Feedback from Customers

SEO RankingB2B B2C

Web TrafficSales Lead Quality

Social Media SharingSales Lead Quantity

SEO RankingTime Spent on Site


2.3 SUCCESS

Success for Scripted’s Content

EngagementQualified Leads


3.0 SCALING SCRIPTED

Scaling Content With Scripted


3.1 SCRIPTED SCALING

Small Team, Big ContentTeam• Content Manager

Volume• 50+ pieces of content

published per month

Content• Blog Posts• Guest Posts• White Papers• Slideshares• Webinars

Content Creation

Scripted Writers

In-House20%

80%



Efficiency of External Writing Teams

Editorial Calendar

Submit Guidelines

Content Written

Review Content

Publish/Promote

Measure

Plan content 4 weeks in advance

30+ pieces of content written in 5 to 10 days

3 to 5 days of review and editing

Promote across relevant channels immediately

Measure and optimize



What Type Of Content Is Easiest To Scale?

Thought-

leadershipLong-form

content

Newsworthy/trend content

Evergreen content


4.0 SCALING IDEAS

Scaling Idea Generation


4.1 IDEA GENERATION

Your Brand

Don’t Create Content Just To Create Content

Content Creation

Timing

Your Audience

Know This First:


4.2 IDEA GENERATION

Content Manager

Industry Writers

Social Media Employees

Monthly Themes

Customer Stories

FAQ

Industry News

Competitors

GA Keyword

Tool

Editorial Calendar


4.3 EMPLOYEE ACTIVATION

EmployeeActivation

“Your greatest stories may not come from marketing.”

Written by a Scripted Engineer15,000+ views


5.0 GUEST POSTS

Scaling Guest Posts


5.1 GUESTS POSTS

Have Exclusive Content Ready


6.0 SCALING DISTRIBUTION

Scaling NativeContent Distribution


6.1 FREE YOUR CONTENT

Scaled native distribution is key

Brand Website

Brand Social Media

SponsoredSocialMedia

NativeDistribution


6.2 OWNED FIRST

Distribute to owned audience first


6.3 DISPLAY DISCONNECT

Interruptive ad products are the wrong vehicle for content

Google: DoubleClick 2013 / YouTube 2013


6.4 A BET TER PATH

We have entered a new era of digital marketing


6.4 A BET TER PATH

Native advertising + content marketing = made for each other

IAB Native Advertising Playbook 2013


6.5 IAB GUIDELINES

Primary native offerings follow specific IAB guidelines



6.6 TRUE NATIVE

Truly native offerings are fully integrated executions



6.6 TRUE NATIVE EXAMPLE

Enable brands to promote content alongside editorial…


6.6 TRUE NATIVE EXAMPLE

…and provide a fully integrated user experience with content


6.7 ALTERNATIVE IN-FEED

Alternative in-feed offerings have fewer native characteristics


6.8 SOCIAL NATIVE

Within social platforms, users expect to click off-site…


6.9 SECONDARY EXAMPLES

…but in publisher environments, there is a spirited debate

Content Recommendation

In-feed or In-stream units (click out)


7.0 MEASUREMENT

Native Engagement Metrics


7.1 NATIVE MEASUREMENT

Engagement metrics are critical for all forms of native

Viewability

Click (Read) Rate %

Retention Rate %

Time Spent on Content

Scroll Rate

Second Click %

Brand Lift

Recall %


7.2 TRUE NATIVE METRICS

how to scale storytelling with native advertising

Technology

google keyword

netwhy doesoriginalstorytelling

guest posts

scale matter

create content

back pocket

working wonders

bullet points