Introduction to EditorialAcademy SessionFebruary 2014

Introductions /A bit about me…

Introductions /A bit about me…

First off, an example of some terrible brand engagement…

Surely better media buying would solve that?

Why worry about content?

A few facts and figures about contentResearch /

60% of content marketers plan to spend more in 2014 on content marketing to consumers (Content Marketing Institute).90% of consumers find custom content useful (TMG Custom Media).78% of consumers believe that organisations providing custom content are interested in building a relationship with them (TMG Custom Media).Blogs give websites 434% more indexed pages and 97% more indexed links (Content+).Between now and 2016 £1.83bn will be invested in native advertising (BIA/Kelsey).

But why editorial?Let’s start with a question;

‘what’s an Editor?’

An editor is not a copywriter!

Content Calendar Contributors Edit J

Why Editorial? /Three reasons editorial content works

1. Search - Hummingbird 2. Reading on mobile 3. Deeper engagement

6,100 words9 January 20141.4m views

‘Bone-dry, crystal clear and icy cold, the Martini is the ultimate classic cocktail.’

… a lot of content below the fold

And we do more…

“In the bullshit bingo world of advertising, native is pretty hot”Richard Dunmall, md of advertising

Bauer Media

Native advertising

Native advertising

Some other great editorial content sites out there…

https://medium.com/p/f9079e242080

Those last two were my blogs!

In summary:Brand owners and consumers want more

editorial.Google and mobile are driving more editorial.

Editorial can be video, audio and images or copy.It’s entertaining and educating.

And creates a deep, rich brand engagement.Let’s do editorial!

QuestionsWho decides if an editor is needed?

How do I book an editor?

Does the editor manage external resource and budgets?

How should I sell editorial to clients?