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Content Marketing: Unlock the key to Digital Marketing Success in 2017
Virginia Sharma, Director- Marketing Solutions, LinkedIn India
20th January 2017
Top Rated Digital Marketing Techniques- 2017
We need to stop interrupting what people are interested in and be what people are interested
in.
Craig Davis
Former Chief Creative Officer of J. Walter Thompson
Content Marketing Delivers ROI
7.8x Growth in Unique traffic for
Content Marketing Leaders
People engage with 10 pieces of content before contacting a sales representative
62% Lower Cost vs Traditional Marketing
Companies with an active blog report 97% more leads
6X Conversion Rate vs Non adopters of Content Marketing
Source: Forrester, ABERDEEN Research 2016, CMI 2016 study
Native advertising: What is it?
Paid advertising that is
produced and published in
such a way that it
resembles editorial content.
Also know as Sponsored
Content.
Native advertising is quality content, inspired by a brand, that’s delivered in-stream.
– Tim Duggan,
Content Director,
Sound Alliance
”
“
In-feed
units Standard
ads
Promoted
listings Content
recommendation
widgets
Paid
search
units
Custom
campaigns
Native Advertising: Formats
Native Advertising: Metrics
3 Adapted from King Content, Native Advertising: Beyond the hype p7
• Click Through Rate (CTR)
• Social mentions
• Shares/links
• Likes
• Comments
• Followers
• Leads
What all native advertising has in common is its ability to take great client–owned content and embed it in the context of a user’s experience.
– Leanne Brinkies,
Head of Native Advertising,
King Content
”
“
Native advertising, done right, compliments inbound content
efforts when it offers valuable, educational, useful information.
– Ryan Bonnici,
Head of Marketing,
HubSpot Asia Pacific and Japan
”
“
Great native is about creation and location. Brands must tell a story
people are interested in (either educative, entertaining or
informative), in an environment where customers already engage.
– Jo Boundy, Head of Digital and Entertainment,
Qantas Airways Limited
”
“
Typical Content Marketing Program Outline
1. Understand the Audience
2. Create Content
3. Amplify
Content
4. Measure Program Effectiveness
What type of content works best?
• White papers
• Webinars
• Reports and analyses
• Commentary and opinion pieces
• Expert guides and insights
• Video content
• Blog posts
• Digital image galleries
• Listicles
• ‘How to’ guides
Top 10 rules of
effective
native advertising campaigns
Top 10 rules of effective
native advertising campaigns
Accurately determine your target audience 1.
Top 10 rules of effective
native advertising campaigns
Establish a strong understanding of the
publisher’s audience 2.
Top 10 rules of effective
native advertising campaigns
Create valuable, useful and authentic content
that your audience will want to engage with
and that will enable your brand to become a
trusted advisor
3.
Top 10 rules of effective
native advertising campaigns
Ensure your content matches the look and
feel of the host website 4.
Top 10 rules of effective
native advertising campaigns
Use your content to create a connection that
will lead to consideration in the future, and
bring prospective customers into your lead
funnel
5.
Top 10 rules of effective
native advertising campaigns
Be transparent and upfront. It should be
obvious your content is a paid placement 6.
Top 10 rules of effective
native advertising campaigns
Time your campaign so it delivers the right
content at the right time to the right audience 7.
Top 10 rules of effective
native advertising campaigns
Use the right native partner. The right partner
can boost credibility by 33 per cent 8.
Top 10 rules of effective
native advertising campaigns
Invest in professional editorial support to craft
your content, and make sure it matches the
tone of your host
9.
Top 10 rules of effective
native advertising campaigns
Make your brand the star. Advertise your
content, not your company
10.
Engage your prospects with relevant content in the world’s
only professional feed
Native Advertising on LinkedIn
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