Presented at Search Marketing Day in Warsaw, Poland in June 2014 on how you can use various Native Advertising platforms to help earn links as part of your content marketing strategy.
3. KAIZEN
@petecampbell
PETE CAMPBELL
/ KAIZEN
• Founder / Director
• Won “Rising Star of the Year 2013” (Travolution)
• 5+ years SEO experience agency-side & in-house
• Built first website at 11
• Ran several high-traffic video gaming sites
4. KAIZEN
@petecampbell
“Native Advertising let’s you promote
your branded content to people who
will instantly love it, as they are
targeted based on their interests”
WHAT IS NATIVE ADVERTISING?!
8. KAIZEN
@petecampbell
WHY IS NATIVE ADVERTISING AWESOME?!
• You can do it on a shoestring budget "
(Average 0.56 zł CPC for Content Advertising)
• Drives traffic from relevant, already engaged
audience via a publisher network or audience
targeting
• Most importantly, it can earn you BIG links that
have the Matt Cutt’s Seal of Approval!
9. KAIZEN
@petecampbell
THE MATT CUTTS SEAL OF APPROVAL!
ADVERTISING"
(NoFollow, Dynamic URLs)
TRAFFIC &
SHARES
ORGANIC
LINKS
10. KAIZEN
@petecampbell
MY EXPERIMENTS!
• Could Native Advertising = correlation of shares & links?!
• 6 x Campaigns on SME Clients
• 6 x Different Networks
• Small Budgets (Average 700 zł Per Campaign)
• No Other Outreach Tactics Used
• Measured on a Cost Per Link & Share basis "
(Using SharedCount.com & Majestic Bulk Backlink Checker)
16. KAIZEN
@petecampbell
TEST #1 – RESULTS!
• CLIENT: Babe Scott
• SPEND: 1521 zł
• IMPRESSIONS: 3,292,740
• CLICKS: 2170"
• BOOK SALES: 1
• DOMAIN LINKS: 1, NoFollow (1521 zł Cost Per Link)
• SHARES: 56 (29.41 zł Cost Per Share)
17. KAIZEN
@petecampbell
WHAT WENT WRONG?!
!
• Quality content, but awful layout & structure!
• Lots of advertising, distracting call to actions!
• It didn’t encourage people to link / share!
26. KAIZEN
@petecampbell
Content appears as a suggested ‘Related Link’ to
Bloggers when writing their posts.
PAY-PER-IMPRESSION
ZEMANTA – EARNED RELATED LINKS !
46. KAIZEN
@petecampbell
• Content doesn’t need to be great, just packaged well
• If you have a ‘click-bait’ headline, clever formatting &
encourage people to link to it – you’ll win.
THE SECRET TO SUCCESS IN
CONTENT ADVERTISING!
48. KAIZEN
@petecampbell
10 HEADLINE FORMATS YOU NEED TO TRY!
“How To”
“Why”
“Which”
“Who Else”
“Wanted”
“This”
“Because”
“If”
“Advice”
5/10/25/50/100
(Use Numbers)
49. KAIZEN
@petecampbell
USERS DON’T READ CONTENT (THEY SCAN IT)!
“We found 79 percent of our test
users always scanned any new page
they came across; only 16 percent
read word-by-word.”
- JAKOB NIELSEN - 1997
50. KAIZEN
@petecampbell
5 FORMATTING TRICKS TO GET A
USERS ATTENTION!
1. Use Lists
2. Use Sub-Headings
3. Visualise Each Point (GIFs, Photos, Data Viz)
4. Have Paragraph Breaks, Lots of Them
5. Bold, Italic, Underline Key Points
51. KAIZEN
@petecampbell
MAKING THINGS LINK-WORTHY!
1. Always have a HTML Embed Code"
(iFrame or simple image thumbnail)"
2. Use Open Graph Tags to pre-populate Social Share
buttons"
3. Incentivise people to share it"
(share to win – rafflecopter.com, paywithatweet.com)
52. KAIZEN
@petecampbell
KEY TAKEAWAYS!
1. Fail fast, this probably won’t work the first time you try it!
2. Host content on a separate landing page with its own look & feel!
3. Avoid corporate branding, stick a logo beneath the fold.!
4. A/B Test Headlines!
5. Be clever with formatting, make the content easily digestable!
6. Use EMBED Codes and pre-populated social share counters!
7. Use the Platforms that have the right portfolio for your asset!
8. Have Cost Per Link & Cost Per Share Targets (Track using
SharedCount & Majestic Bulk URL Checker)!
9. Measure Page-Flow, Bounce Rate & Time on Site!
10. Strip away the non-performers, fast!