content marketing & native advertising, demystified
TRANSCRIPT
Content Marketing and Native Advertising
Jon Anne WillowDirector of Strategic InitiativesBizTimes [email protected]
Chuck FreyDirector of Content MarketingCultivate [email protected]
DEFINITION: CONTENT MARKETING
Instead of interrupting customers with information about your products and services, you deliver them information they actually want. They begin to know, like and trust you more, which leads to positive benefits for the business.
Source: Joe Pulizzi, the “Godfather of Content Marketing”
WHY CONTENT
MARKETING?
WHY NOW?
Source: CMI 2015 B2B Benchmark Survey
of B2B marketers are now using content marketing, BUT…
believe they’re effective at it
2 out of 3 are INEFFECTIVE!
DISCONNECT
Est. 1895
DEFINITIONNative advertising is a form of paid media where the ad experience follows the natural form and function of the environment in which it is placed. Native ads look and feel like natural content. In most cases, they are articles, infographics, videos or similar.
Source: Sharethrough
HOW DOES NATIVE FIT
IN?
WHY DO YOU NEED
NATIVE?
90% of B2B publishers offer some form of native
Source: Sharethrough
Native advertising
works with your marketing mix to define your
brand.
Your Bran
dEvents
Email marketi
ng
Display ads
Native advertisi
ng
Content marketi
ng
Source: Sharethrough
of people want to learn about products through content AND…
Viewers spend about the same time reading native ads and editorial content.
Sec. Sec.
UNDERSTANDING YOUR CUSTOMERS HELPS YOU TARGET THEIR INTERESTS
BUILD TRUST & IDENTITYLAY THE GROUNDWORK FOR A LONG-TERM
RELATIONSHIP
TELL GREAT STORIESSAY IT WITHOUT SAYING IT
DATA! DATA! DATA!
NATIVE ADVERTISING ADVANTAGES
88%of Forbes print audience read BrandVoice articles
Northwestern Mutual posts content on BrandVoice about personal investing to educate and demonstrate expertise without selling.
PointOne Recruiting created stories that reflected their values as a company, and shared ways to build a positive company culture.
CONCLUSION: If you aren’t answering your customers’ questions with content and finding your most receptive audience,
you’ve lost the sale
BYE!
Choosing a content marketing partner
Agencies can help with content strategy and production
A strategic focus is a MUST!
Understand principles of nurturing
Look for firms that practice what they preach
Choosing a publishing partner
Learn where your customers go for information
Create content for the publisher’s audience
Vet your publisher’s program
Stick with it – Rome wasn’t built in a day
Key Takeaways – Content Marketing
Adapt to the way your customers buy today
Be strategic about it
Start simple – existing customers
Learn more from authoritative sources
Key Takeaways – Native Advertising
Use native advertising to execute a bigger strategy
Share high-value content that’s not self-promoting
Include a call to action
Be consistent
Jon Anne WillowDirector of Strategic InitiativesBizTimes [email protected]@jwillow
Chuck FreyDirector of Content MarketingCultivate [email protected]
262-492-9514@chuckfrey