native - 7 tips to make your content marketing work - affiliate world europe july 2016

| #AWEurope @MIKOLEVY|| #AWEurope @MIKOLEVY|

Miko Levy

VP Acquisition

Native: 7 Tips to Make Content Marketing Work

Miko LevyVP AcquisitionOutbrain

@MikoLevy

All publisher and brand examples are for illustrative purposes only

| #AWEurope @MIKOLEVY|

• 38 years old, Married + 1

• 10 years in Online Performance Marketing

• Previously @ 888.com, ROASTe & Conduit

• VP Customer Acquisition @Outbrain

Hi…I’m Miko

| #AWEurope @MIKOLEVY| 3

iab UK, Adspend report, 2016

Growth of Native

Change in Spend 2014 vs. 2015

10%

Display

16%

Paid for Search

13%

Banners / Embedded

50%

Content & Native Inc. In-Feed


Increase in Native Positions

4


ZenithOptimedia’s Media Consumption Forecasts | 2015


First, Consumers Just Ignored Our Ads


The Linus Group, Linus Report. September/October 2007

They Really Ignored Our Ads

Click-Through Rate on Display Ads

7

1996 2007

0%

2002

8%

4%

2%

6%

20041999


Adobe, May 2015

Now, They Actively Block Them

48%Growth in ad blocking YOY

15% of US consumers

21M30M

39M

54M

121M

181M

7/09

JAN 09 JAN 11 JAN 12 JAN 12 JAN 14 JAN 15

7/10 7/11 7/12 7/13 7/14

Global monthly Active Ad Blocking Software Users (Desktop)


Nanigans, Global Facebook Advertising Benchmark Report, Q1-2016

The Cost of Facebook Ads is Rising

+39%Increase Year-Over-Year

CPM GLOBAL

+59%Increase Year-Over-Year

CPC ECOMMERCE


Performance Marketers Seize the Content Opportunity

Digital Marketing Trends for 2016, Smart Insights, Feb 2016

Content Marketing 22%

Big Data 17%

Marketing Automation 13%

Mobile Marketing 12%

Social Media Marketing 8%

Wearables 6%

Conversion Rate Optimization 5%

SEO 3%

Display Programmatic 2%

Paid Search 2%

What are the digital marketing activities with the greatest commercial impact in 2016?


½ BillionPeople Worldwide

| #AWEurope @MIKOLEVY

250Billion ContentRecommendationsEvery Month

If You Read Content Online, You Know Outbrain


7 Tips to Make Content Marketing Work


1. Don’t Be a Douchebag


2. Define a Content Strategy


Define a Content Strategy

When does your audience consume content?

What types of content does your audience consume?

Where does your audience consume content?

What devices does your audience consume content on?


3. Build Audience Segments

with the Right Content


4. Re-engage Audience

Segments with Content

21


Emarketer

Marketers Increasingly Use 1st Party Data


Major Platforms Have Moved in This Direction

Facebook Custom Audiences

Google Matched Content

TwitterTailored Audiences

OutbrainCustom Audiences


One King’s Lane Re-Engaged Site Visitors with Content to Drive Sales

Results:

50%Decrease in CPA

4xIncrease in Conversion Rate

1.5xIncrease in CTR


5. Sequence Your Content


There Has to Be A Better Way to Tell Brand Stories


Optimize For Upper & Lower Funnel Objectives

AWARENESS

CONSIDERATION

CONVERSION

Website Visitors

Social Sharing Time Spent

DownloadsPurchases Sign-Ups

Video Views High-Value Actions

Leads


Story Sequencing

Why more businesses should be pursuing hybrid cloud Dell Power More

Be your own Chief Cloud Officer Dell

Infographic: Hybrid cloud is the future Dell Power More

AWARENESSDrive awareness withappealing infographic CONSIDERATION

Reinforce brand equity on owned media

ACTIONDrive to registration on owned media


6. Learn How to Measure

Content KPIs

29


Learn How to Measure Content KPIs


7. There is No Silver Bullet

32


1. Don’t be Douchebag

2. Define a Content Strategy

3. Build Audience Segments with Content

4. Re-engage Audience Segments with Content

5. Sequence Your Content

6. Learn How to Measure Content KPIs

7. There is No Silver Bullet

7 Tips to Make Content Marketing Work


Thank You.

@mikolevy | [email protected]