The Secret Weapon of Content Marketing: Native Advertising
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How you can use the ninja-like powers of content and social advertising platforms to earn you big, pearly-white links.
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The Secret Weapon of Content Marketing: Native Advertising
- 1. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ Advertising = ! Pearly-White Links?
- 2. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ Native Advertising: The Secret Weapon of Content Marketing
- 3. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ 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. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ “Native Advertising let’s you promote branded content to people who will instantly love it, as they’re targeted based on their interests” WHAT IS NATIVE ADVERTISING?!
- 5. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ CONTENT ADVERTISING 3 COMMON FORMATS! SOCIAL ADVERTISING ADVERTORIALS / SPONSORED POSTS NOTHING TO SEE HERE MR PENGUIN!
- 6. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ CONTENT ADVERTISING 3 COMMON FORMATS! SOCIAL ADVERTISING ADVERTORIALS / SPONSORED POSTS
- 7. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ WHAT IT LOOKS LIKE! YOUR LINK HERE!
- 8. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ WHY IS IT AWESOME?! • You can do this on a shoestring budget " (Average 15p CPC) • Gets your content promoted to a relevant, already engaged audience ! • You advertise on a network, each one has" it’s own portfolio of publishers! • Most importantly, it can earn you BIG links that have the Matt’s Cutts Seal of Approval!
- 9. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ THE MATT CUTTS SEAL OF APPROVAL! ADVERTISING" (NoFollow, Dynamic URLs) SHARES ORGANIC LINKS
- 10. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ MY EXPERIMENTS! • Will Content Advertising = correlation of shares & links?! • 3 x Campaigns on SME Clients • 3 x Different Networks (Outbrain, Taboola, nRelate) • Small Budget (£470 / 3 Clients) • No Other Outreach Tactics • Measured on a Cost Per Link & Share basis " (Used SharedCount & Majestic Bulk Backlink Checker)
- 11. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #1 - OUTBRAIN! • PORTFOLIO: – Food – Sport – Travel" • AVERAGE CPC: £0.15 • MINIMUM SPEND: £6 " • SELF-MANAGED DASHBOARD
- 12. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #1 – THE LAZY HOSTESS! ASSET = 15 x RECIPES
- 14. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #1 – RESULTS! • CLIENT: Babe Scott • SPEND: £300 • IMPRESSIONS: 3,292,740 • CLICKS: 2170" • BOOK SALES: 1 • SHARES: 56 (£5.80 Cost Per Share) • DOMAINL LINKS: 1, NoFollow (£300 Cost Per Link)
- 15. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ WHAT WENT WRONG?! ! • Quality content, but awful layout & structure! • Lots of advertising, distracting call to actions! • It didn’t encourage people to link / share!
- 16. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #2 – TWO LITTLE FLEAS! ASSET = VIDEO LIST
- 17. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #2 - TABOOLA! • PORTFOLIO: – News (UK Focus) – Lifestyle & Entertainment – Travel • AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
- 19. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #2 - RESULTS! • CLIENT: Two Little Fleas • SPEND: £70 • IMPRESSIONS: 439,560 • CLICKS: 320 • DOMAIN LINKS: 13 (£5.38 COST PER LINK) • SHARES: 504 (£0.14 COST PER SHARE)
- 21. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #3 – 10 ZIG! ASSET = COUNTDOWN CLOCK
- 22. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #3 - NRELATE! • SPECIALISM: – Technology – Digital – News (US Focus) • AVERAGE CPC: £0.09 • MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER) • ACCOUNT MANAGER PROVIDED
- 23. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ TEST #3 – RESULTS! ! • CLIENT: 10 ZiG • SPEND: £120 • IMPRESSIONS: 1,967,213 • CLICKS: 1333 • DOMAIN LINKS: 19 (£6.32 COST PER LINK) • SHARES: 608 (£0.20 COST PER SHARE)
- 25. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ But why did it work?
- 26. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ CURATED VIDEO PLAYLIST! ASSET = VIDEO LIST
- 27. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ JAVASCRIPT CLOCK! ASSET = COUNTDOWN CLOCK
- 28. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ • 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!
- 29. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ THE ART OF THE HEADLINE! John Caples, US School of Music (1926)
- 30. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ 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)
- 31. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ 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
- 32. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ 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
- 33. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ 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 (http://ogp.me/) " 3. Incentivise people to share it" (share to win – rafflecopter.com, paywithatweet.com)
- 34. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ 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!
- 35. @petecampbell KAIZEN http://www.kaizensearch.co.uk/ Thank You!! ! ! ! Get in Touch: @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/