The Secret Weapon of Content Marketing: Native Advertising

@petecampbell KAIZEN http://www.kaizensearch.co.uk/

Advertising = !Pearly-White Links?


Native Advertising: The Secret Weapon of Content Marketing


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


“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?!


CONTENT ADVERTISING

3 COMMON FORMATS!

SOCIAL ADVERTISING

ADVERTORIALS / SPONSORED POSTS NOTHING TO SEE HERE MR PENGUIN!


CONTENT ADVERTISING

3 COMMON FORMATS!

SOCIAL ADVERTISING

ADVERTORIALS / SPONSORED POSTS


WHAT IT LOOKS LIKE!

YOUR LINK HERE!


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!


THE MATT CUTTS SEAL OF APPROVAL!

ADVERTISING"(NoFollow, Dynamic URLs) SHARES ORGANIC

LINKS


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)


TEST #1 - OUTBRAIN!

•  PORTFOLIO: – Food – Sport – Travel"

•  AVERAGE CPC: £0.15 •  MINIMUM SPEND: £6 "

•  SELF-MANAGED DASHBOARD


TEST #1 – THE LAZY HOSTESS!

ASSET = 15 x RECIPES



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)


WHAT WENT WRONG?!

!•  Quality content, but awful layout & structure!•  Lots of advertising, distracting call to actions!•  It didn’t encourage people to link / share!


TEST #2 – TWO LITTLE FLEAS!

ASSET = VIDEO LIST


TEST #2 - TABOOLA!

•  PORTFOLIO: –  News (UK Focus) –  Lifestyle & Entertainment –  Travel

•  AVERAGE CPC: £0.09 •  MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)

•  ACCOUNT MANAGER PROVIDED


PR7 OMG!!


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)



TEST #3 – 10 ZIG!

ASSET = COUNTDOWN CLOCK


TEST #3 - NRELATE!

•  SPECIALISM: –  Technology –  Digital –  News (US Focus)

•  AVERAGE CPC: £0.09 •  MINIMUM SPEND: £30 (£600 MINIMUM INSERTION ORDER)

•  ACCOUNT MANAGER PROVIDED


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)


NAILED IT


But why did it work?


CURATED VIDEO PLAYLIST!

ASSET = VIDEO LIST


JAVASCRIPT CLOCK!

ASSET = COUNTDOWN CLOCK


•  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!


THE ART OF THE HEADLINE!

John Caples, US School of Music (1926)


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)


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


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


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)


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!


Thank You!!!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/