Compelling Content That Sparks Engagement presentation from the Local Media Association Native Advertising Summit

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COMPELLING
CONTENT
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
AGENDA
• About GateHouse Media
• Framing content
• Good, bad content
•What’s working in native advertising
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
• Q&A
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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• Oversee content strategy for GateHouse Media
• Set print and online direction
ABOUT ME
p
• Oversee central services: Center for News &
Design in Austin, More Content Now, training,
development, etc.
• Was editor at community-size newspapers
• Have worked on corporate side for eight years
• Came up as an education reporter and page
designer/copy editor
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
New Media is one of the largest publishers of locally based
print and online media in the U.S.
ABOUT US
LOCAL NEWS
Portfolio Overview
Community
Publications
Related
Websites
429
356
100% of our daily newspapers have been
published for More Than 50 Years
New Media Reach
Operate in 356 Markets Across 24 States
Yellow Page
Directories6
Digital Marketing
Services Business
Reach over 12 million people on a Weekly Basis
Serve over 130k Small & Medium Businesses
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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• Local coverage that’s smart, informative and fun
and fast online and deep in print
OUR CONTENT STRATEGY
• Enterprise and watchdog work that tells me
something I didn’t know and breaks ground
• Reader engagement that connects audiences
with our journalism and journalists and makes the
reader part of our products
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Three over-arching content goals
1 Making readers smarter: This is the water cooler question: Does this story
OUR CONTENT STRATEGY
1 Making readers smarter: This is the water cooler question: Does this story,
website, front page make me smarter? Do I know something interesting to share?
2 Connecting emotionally: People take action when you touch their emotions.
They are more likely to share the story if they have laughed, cried, felt indignant
… felt something.
3Offering solutions: Readers have always wanted something more than gloom
& doom. Does this story challenge leaders to look for solutions, instead of just
reporting problems? Does it help them find a solution to make their family life,
their weekend life better?
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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BuzzFeed’s model
Th h i h
ANOTHER STRATEGY
• Three ways they try to connect with
audiences: Bored in line, at work and
at home
• 3 things determine if they will do a
story:
— This expresses my identity
— This made me feel “x,” I want you
to feel “x”to feel x
— This supports a view I already
have
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Whatever your strategy, have a goal, a criteria; don’t just blindly cover stuff
LOTS OF CHOICES
• Press releases
• Articles
• Blogs
• Photo galleries
• Video
• Audio
• Surveys
• Infographics
• Social media posts• Blogs
• Guest blogs
• eBooks
• Newsletters
• White papers
• Media
partnerships
Audio
• Podcasts
• Playlists
• Email marketing
• User Generated
• Q&A’s
• Social media posts
• Slide shows
• Customer testimonials
• Product reviews
C t t i l d thi f b i fil t t d i
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Content can include everything from business profiles to trend pieces –
key is to be aligned with advertiser’s brand strategy
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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What’s great native content?
I i h l ' li h h ' hi ki b
NATIVE ADVERTISING
• In tune with people's lives, what they're thinking about now
• Answers questions
• Provides information
• Provides entertainment, an escape
• Touches people's emotions• Touches people s emotions
• Connects with categories that are critical to their everday lives
Food,home,health,education,auto,doing stuff
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
NATIVE ADVERTISING
Sample campaign for ABC Landscaping
Sample content for a campaign:Sample content for a campaign:
AUGUST ARTICLES
BUSINESS PROFILE: ABC Landscaping has been part of the community for 30 years.
SIDEBARS: Photo gallery: ABC at various community events and working on public
buildings/landscaping since 1984; contact information sidebar
MOWER SAFETY: More than 300,000 people were treated for lawn-mowing injuries last
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
p p g j
year in the U.S. ABC Landscaping Co. offers expert tips on safe mowing for kids and
adults.
SIDES:Video demo of safe mowing by ABC staff; American Academy of Pediatrics’
advice on when kids should be allowed to mow the lawn; ABC Landscaping mowing
service specials this month
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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NATIVE ADVERTISING
Sample campaign for ABC Landscaping
AUGUST SOCIAL OCTOBERSEPTEMBERAUGUST SOCIAL
MEDIA POSTS: Best
flowers to plant this
month, watering tips,
mowing tips
OCTOBER
ARTICLES: Hardscapes,
putting your lawn to bed
INFOGRAPHIC: Benefits
of aeration and thatching
to lawn
SEPTEMBER
ARTICLES:
Landscaping trends,
sustainable
landscaping
INFOGRAPHIC:What
is sustainable
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
SOCIAL MEDIA POSTS:
Best to plant this month,
natural Halloween décor
ideas, freeze forecast
landscaping
SOCIAL MEDIA POSTS:
Best to plant this month,
fertilization tips,
pruning tips
GOOD CONTENT
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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GOOD CONTENT
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
GOOD CONTENT
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success

8. 7/10/2014
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GOOD CONTENT
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
GOOD CONTENT
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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What makes bad content
Thi ki h i ' i i ' " l " ki i i l
NATIVE ADVERTISING
• Thinking that it's easy, it isn't a "real story," not taking it seriously
• Content that isn't tied into events, seasons, product launches
• It isn't tied into SEO, keywords
• It tells people to buy a product
• It doesn't offer information readers can use in everyday life• It doesn t offer information readers can use in everyday life
— Guardian
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
What should you do?
E bli h f f b d A i l i l h i i i
NATIVE ADVERTISING
• Establish a focus for your brands: Articles, social posts, their sites, your sites
• Content should meet the standards that your newsroom has for its news reports
• Produce interesting content and get beyond the business profile and Q&A; this
isn’t advertorial
• Work with great companies that can help you do this; you’re not alone
• Have fun! This is an exciting new place you should own!
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success

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Connect with me
T i d id ki
STAY IN TOUCH
• Twitter: david_arkin
• Website: www.ghnewsroom.com
• Email: darkin@gatehousemedia.com
My blog
Linked In
FacebookFacebook
• Learn about our Center for News & Design!
ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING
Compelling Content That Sparks Engagement
Key to Native Advertising Success