What's Native Advertising, 5 Ways to Amplify Your Content Marketing VIDEO http://youtu.be/iQBty6NngNg
Presented by Chase McMichael, Co-Founder, InfiniGraph
- Wednesday, October 1, 2:00 ET -
You produce content but...no one reads it? That's a problem. Chase McMichael founded InfiniGraph 4 years ago to help companies get more eyeballs on, and leads from, their content. He has worked with companies like Oracle, Sprint, Chase Manhattan, and Hearst Corp. He has received multiple national marketing and technology awards. And in this webinar he'll teach us how to get more mileage out of our content.
In this webinar you'll learn:
How to amplify your content all the time
On and off domain content amplification
What's native advertising? Scale in context
How to mobilize your content marketing
3. VALUE PROPOSITION
3
Drive higher engagement throughout the
consumers’ path to purchase and stay
TOP OF MIND
4. WHAT AM I GOING TO GET OUT OF THIS?
• Learn how to amplify your content all the time
• On and off domain content amplification
• What's native advertising? Scale in context
• How to mobilize your content marketing
4
10. THE BIG PROBLEM
• Brands spent $110 Billion on Content Marketing
in the last 3 years, yet the actions being taken
on content is low. Content is siloed in web /
social / blog channels and lacks context across
all consumer touch points.
10
11. 3 YEAR DISNEY POST VOLUME VS. ENGAGEMENT
Disney continues an exponential increase
in it’s content creation and post rate as
seen in the graph above.
The two graphs on the right proves
engagement from consumers liking a
Facebook post has leveled off and the
social shares are declining over the past 3
years.
11
20. DNA OF THE CONTENT MARKETING CYCLE
20
Identify the content that
works best for your
business
Double down on what
drive the highest ROI
Re-Purpose and
Promote to amplify
21. 1. Amplification Comes From Who You’re
Working with
Who is part of your content – eBook
Room 214 - Top 50 Fashion – Digital agency partner
Brian Carter - Brand Managers Guide – influencer
eBook – Thought leader
Marketo- Medical eBook – Industry leader eBook
21
31. 2. AMPLIFICATION – PAID PLACEMENT
• Native NOT - but people call content
recommendation as native
• Outbrian
• Taboola
• Gravity etc.
31
32. NATIVE NOT – JUST RECOMMENDATION
32
Most with Zero Context
33. Native Advertising Wars: Outbrain vs.
Facebook vs. Twitter vs. LinkedIn
33
http://relevance.com/native-advertising-wars-outbrain-
vs-facebook-vs-twitter-vs-linkedin/
34. 3. AMPLIFICATION – OWNED
• On domain - Visual Content Marketing
• DGDG thank you page doing it right –
• Carnival Cruse Line – In post
• Hint Water – Native Content HUB and Insertion
34
35. INCREASE ACTIONS BY NATIVE INSERTION
Problem Solution
Disconnected Integrated
35
40. 4. NATIVE – AMPLIFICATION
• Content is created as part of your content
• Amplify over influencers
• Amplifiy over a network
40
41. CARNIVAL – 20X CTR 5X TIME ON SITE
Publisher Content Native Hub
41
Native Content
42. 5. MOBILE MOBILE MOBILE
42
• Landing page mobile optimized
• Website mobile optimized – OR Native
• Ask the important question
• In-stream Native ads
43. MOBILE IS LACKING ON MOST BRANDS
43
Static Content Slow
Changing – limited choice
Infinite
Scrolling
Consumer
driven
Real Time – Personalized - Trending
4 pages of
static content
Brands are seeing up to 60% of their traffic is mobile, however, their
bounce rates are HIGH and navigation to other pages approaches ZERO
44. MOBILE OPTIMIZED - NATIVE INSERTION
44
InfiniGraph’s vector scaling and adaptive content design for any content
45. PUT THE USER FIRST:
45
− Observe what users are trying to accomplish
− Derive patterns from their behavior
− Create the content
− Features (infinite scrolling, swiping, touching) that
they do on other apps.
46. FOCUS ON SIMPLICITY
• Both design and user experience
• Smaller screens require simplicity is crucial.
• Remove everything superfluous
• Only show elements to the best advantage.
46
47. CONTEXT IS KING:
47
− Mobile is personal
− You know the users, location, contacts, calendar,
and emails---
− Devices keep getting smarter.
− Information can be personalized
− Content is deliver to the right user at the right time
and place.
48. WANT TO LAUNCH YOUR NATIVE CONTENT?
48
http://bit.ly/LaunchNative
http://bit.ly/InfiniGraphDemo
InfiniGraph solves a problem for marketers enveloped in massive amounts of data by enabling them to identify what is truly relevant to their customers.
We simplify trend identification, content amplification and empower brands to create better engagement.
Chase McMichael, CEO
chase.mcmichael@infinigraph.com
650 302 0942
@chasemcmichael
@infinigraph
Drive higher engagement throughout the consumers’ path to purchase and stay
TOP OF MIND
Content is omnipresent. There are no shortages of devices either. Everyone is a content creator, which adds to the noise
Most can barely consume—much less comprehend—285 pieces of content in a day. Multitasking and multiple devices is a cultural norm.
We only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.
Most of us embark on an open-ended purchase path, and our content consumption patterns change daily.
Show how it works live example - Ask the question are you making you site accessible
Overall engagement numbers are relatively low compared to their addressable audience
Hint water had a problem they were creating great content but their engagement rates were low. Wanted to increase time on site, crt and page views - their content recommendation is