Embed Size (px)
DESCRIPTION
Lots of local media companies are starting to toe the waters of Native Advertising. With all the rules, the risks, and the costs, it's hard to know what's right. In this presentation I walk through a number of the considerations and content types media companies can put to use today. Local media is where the rubber meets the road for native advertising. Content marketing and native advertising can be effective tools for buyers to meet sellers locally, online.
Citation preview
GETTING NATIVE ADVERTISING RIGHT
IN LOCAL MEDIA
November 12, 2014 – LMA Digital Agency Summit
ABOUTSEARCH INFLUENCEHelping customers successfully market online since 2006.
Search Influence
• 84 full and part-time
employees
• 51 contract writers
• Google AdWords &
Analytics Certified Staff
• Google Certified Partner
Reputation
• 2011 Inc. 500 honoree
• 2013 Inc. Hire Power Winner
• Recognized leader in search
and social for local business
• Two decades in online media
• Best Places to Work, 2014
Confidential, Property of Search Influence, LLC © 2014
@searchinfluence
WHAT ISSEARCH INFLUENCE?
Confidential, Property of Search Influence, LLC © 2014
Systems, software, and
really smart people
building scalable, kick-
ass online marketing.
OUR TEAM
@searchinfluence
• First website online in 1994
• Deployed over 2,500 customized web sites in 18 months (with a production staff of 12).
• Former Vice President of YPsolutions
• Deployed over 300 online yellow pages a year with print “look and feel”
• Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005)
• Preaching the Gospel of Facebook Ads for local business since 2009
• Produced more than 150,000 pages of web copy in 2013
WILL SCOTTABOUT ME
@w2scott
ADVERTISING USED TO BE MORE OBVIOUS
@searchinfluence
@searchinfluence
https://www.behance.net/gallery/1998561/Americas-Country-Store-Advertising-Circular
ADS USED TO BE OBVIOUS
ADS USED TO BE OBVIOUS
http://www.washingtonpost.com/blogs/erik-wemple/wp/2013/01/15/the-atlantics-scientology-problem-start-to-finish/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
http://adage.com/article/media/york-times-shrinks-labeling-natives-ads/294473/
ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
ARE THERE RULES?
@searchinfluence
IS IT LEGAL?
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
WILL IT GET YOU IN TROUBLE?
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
WHAT’S THE RISK?
http://digiday.com/publishers/google-news-still-major-traffic-driver/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
ARE NATIVE ADS JUST BETTER MONETIZED PR?
@w2scott Confidential, Property of Search Influence, LLC © 2014
SEARCH ENGINES
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
comScore August 2014 Search Engine Rankings
Google Sites
Microsoft Sites
Yahoo Sites
Ask Network
AOL, Inc.
TOP VISITED SITES
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
comScore August 2014 Top US Web Properties
Google Sites
Yahoo! Sites
AOL, Inc
Microsoft Sites
TOP SEARCH PHRASES
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
comScore March 2013 Top Google Web Searches
youtube
yahoo
yahoo mail
facebook login
http://www.checkfacebook.com/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
“If you don’t like change, you’re going to like
irrelevance even less.”
David F. Jakielo
@searchinfluence
THE OPPORTUNITY “… estimates see this as a ~$2b
opportunity for newspapers by
2016, accounting for ~40-50% of all
digital revenue.”
- BIA Kelsey
@searchinfluence
Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.
US Digital Sponsorship Ad Spending
Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.
US Digital Sponsorship Ad Spending
Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
Is it time to stop talking
about blogs?
Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress
The Organic Chemistry of the Mobile, Local, Social Age
Content Marketing:
http://www.biakelsey.com/Research-and-
Analysis/Reports/Sponsored-Research/Content-
Marketing-MobileLocalSocial-Age.asp
CONTENT MARKETING
@searchinfluence
TYPES OF CONTENT
WE PRODUCE
Website content
Optimized business descriptions
Neighborhood / community guides
Vertical guides
Sponsored editorial content
Infographics
Blogging
Newsletters
E-mail marketing campaigns Press releases
Social media posts
White papers
Journalistic editorial content Video
More…
THEN WHAT?
@searchinfluence
Your content + 1.35 billion readers = :)
FACEBOOK BOOSTED (PROMOTED) POSTS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
B2B content marketing gone wild
LINKEDIN SPONSORED UPDATES
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
AND MORE…
@searchinfluence
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
Finally, Will, you’re getting to the point
DIGITAL AGENCY OPPORTUNITIES
Don’t stop with content:
• As Journalistic organizations, media companies often think “build it and they will come”, hoping to leverage their current audience.
Publish:
• Yes, get it out there. But, think of other outlets – maybe not your own – where content can live.
• LinkedIn, Google+, Blogs and even Facebook
Then Promote:
• How to Give Yourself a Breast Exam was published 10/24/2012.
• LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads since the new site launched.
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
Taking it to the street
HOW SOME PAPERS DO IT
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
Taking it to the street
HOW SOME PAPERS DO IT
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
When given the resources to make it work
HOW WE DO IT
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
When given the resources to make it work
HOW WE DO IT
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
When given the resources to make it work
HOW WE DO IT
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
http://www.business2community.com/content-marketing/content-marketing-effectiveness-video-trumps-blogs-
studies-white-papers-01061824
Content Marketing Institute / Marketing Profs study
STUDIES SHOW MEDIA IS EFFECTIVE
How we help the advertiser meet their customer
DIGITAL AGENCY OPPORTUNITIES
@searchinfluence Confidential, Property of Search Influence, LLC © 2014
NON-TRADITIONAL / B2B
@searchinfluence
GOOD CONTENT +GOOD PROMOTION
= WINNING!
@searchinfluence
INFOGRAPHICS
SOCIAL CONTENT
SOCIAL CONTENT
