Skyword webinar revving up content strategies 3 7 2013 ll

The Leading Content Produc2on Pla4orm

© 2012 Skyword Inc, Confiden2al. All rights reserved.

Revving Up Content Strategy Efficiencies

At AutoTrader March 7, 2013


Today’s Presenters

ScoI Markle @smarkle Sr. Manager, Content Strategy, AutoTrader

David Woodrow @davidwoodrow SVP of Strategic Services, Skyword

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Agenda

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§  Disrup2ve forces shiQing consumer behavior §  Why content is cri2cal §  AutoTrader case study §  Key findings

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The Impact of Disrup2ve Forces

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Disrup2ve Force #1: Search

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Consumers Are Searching for Informa2on

Search For Consumer Informa2on Discovery

62% 62% of US smartphone users query search engine daily

billion global searches every month on Google alone 100

Smartphone Search

All those people who have been doing, for lack of a beIer word, ‘over op2miza2on’ or ‘overly’ doing their SEO, compared to the people who are just making great content and trying to make a fantas2c site, we want to make that playing field a liIle bit more level.

MaI CuIs, Google Spam Chief (March 2012) Sources:

‘Google 100 Billion Searches Per Month’, Search Engine Land, Danny Sullivan, 2012

‘US Mobile Consumer Behavior & Smartphone Usage Stats’ ,SMB Marke2ng Tips, 2012

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Volume of Search Clicks

PAID SEARCH 15%

53%

15%

9% 6%

85%

ORGANIC SEARCH Source: searchenginewatch.com 2012

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Disrup2ve Force #2: Social Media

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Consumers Are Searching for Informa2on

Social Media Drives Content Consump2on

Likes / comments on Facebook every day

Marketers now using social media to distribute content

87%

billion 2.7

5 billion Google+ buIon used 5 billion 2mes per day

Sources:

‘Is 2013 The Year Social Finally OverTakes Search Traffic?’, OpenView Marke2ng Lab, February 2013

‘Facebook: The Making of 100 Billion Users’, Ashley Vance, Bloomberg Business Week, October 2012

‘The Latest Social Media Facts, Figures and Sta2s2cs 2012’, Jeff Joskisch, November 2012

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Disrup2ve Force #3: Mobile Devices

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Mobile Content Consump2on Increasing

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45% of users access TwiIer & Facebook using mobile device

Source: Social Media Went Mobile In 2012, Reveals Study, MediaBistro, January 2013,

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Content Is At The Core Of Success

Brand Visibility Higher Search

Rankings Social Signals

Long-‐Tail Relevance

Backlinks Consumer Trust Web Traffic Engagement

content

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Writer’s Payments

Financial Management

Search OpSmizaSon

Brand Alignment Review

Project Management

Legal Department

Writer Management

Copy EdiSng Company Writer’s Content

CMS

Master Spreadsheet

CMS

Crea2ng and Scaling Quality Content is Difficult

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ScoI Markle Sr. Manager, Content Strategy

PuYng Content Into High Gear: Revving Content Strategy At AutoTrader

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Who Is ScoI Markle?

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§  Child of programmer & author

§ Web developer since 1996 §  At AutoTrader since March 1998

§  Sr. Manager, Content Strategy


What Is AutoTrader?

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§  Top automo2ve classifieds site

§  Division of Cox §  Acquired KBB in 2010 §  3,500 employees §  3.5mm new & used cars for sale

§ More than $1B in annual revenue


Content At AutoTrader.com Was Orphaned…

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§  Last resource leQ June 2009

§  Only syndicated content

§  Research traffic down 50%

§  Asked to show what’s possible

§  Apply content strategy


Why Content Strategy?

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§  Had money & nothing else

§  Need to get crea2ve

§  Content is secondary

§  Focus on strategy §  Right content at right 2me


Content Strategy In Ac2on At AutoTrader.com

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§  Just 3 dedicated in-‐house resources

§  Pool of experienced freelancers

§  Invest in content, not overhead

§  Treat content like a product §  Content for shoppers, not enthusiasts

§  Connect content to inventory


Is It Working?

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§  54 ar2cles in 2009, ac2vity up 233%

§  1,714 ar2cles & 199 videos in 2012; 8/day

§  Impressions up 281% in 3 years

§  Facebook audience up 108%; YouTube 231%

§  Just launched content-‐centric iPad app

§  Helped Sales in $10mm in new revenue


What About The Audience?

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§ Most engaged ATC users §  Twice as likely to come from SEO §  50% more likely to return §  Spend 4 minutes longer on site §  View 5X Research pages §  Comparable KPIs and convert!


Why Skyword?

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§  Ini2ally skep2cal (get lots of calls)

§  Solved some specific problems

§ Manage & pay freelancers §  Enforce best prac2ces §  Detailed metrics §  Access to addi2onal resources §  Extremely responsive §  Calendar is killer!


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Key Takeaways for

Media Companies & Brands


Ø  Content Op2mized For Search

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Ø  Content Op2mized For Social Web


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Ø  Content Op2mized For Modern Mobile Devices

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Ø  Framework For Crea2ng Content

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Summary

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Next Steps

§  Contact ScoI Markle, AutoTrader –  Email: [email protected]

§  Request a Skyword demonstra2on –  Send an email today to [email protected]

§  Keep up to date on news from Skyword! –  Blog at hIp://www.skyword.com/blog/ –  Facebook at hIp://www.facebook.com/skyword –  TwiIer @skyword –  LinkedIn Groups – Look for Skyword’s group

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Documents

Skyword webinar revving up content strategies 3 7 2013 ll