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In 2010 AutoTrader decided to challenge the entrenched leaders in automotive content. To be successful we knew we needed to think outside the box. We eschewed the traditional print-based approach followed by most of our competitors, and instead adopted the tenets of the emerging content strategy field. Rather than going after the same enthusiast audience everyone else focuses on, we would tailor are content to our existing audience of 16 million car shoppers per month. And instead of a large in-house editorial team we would build a small support team and mostly outsource content creation to experienced freelance journalists. We would also look for tools and processes that would allow us to maximize efficiency and productivity with minimal resources. Our efforts have paid off already: in 2010 we produced 748 original content items, grew our audience by 64% and nearly quadrupled page views. We also helped bring in more than $2 million in additional ad revenue -- more than paying for ourselves. In 2011 we plan to triple our content output and focus on improving its exposure on our site and beyond. In this session you will learn how AutoTrader is successfully employed the principles of content strategy to gain a foothold in the crowded automotive media space, and how you can apply some of the same ideas to your own efforts.
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Launching a Major Automotive Media Site Requires a Good Strategy
Scott MarkleW e b c o n t e n t 2 0 1 1
Not an expert
Not a pundit
Not a professional speaker
Not even a professional writer
Probably a lot like you(and probably know less than many)
In right place at right time
Don’t Know Much About Content Strategy
The goal: Make AutoTrader a primary resource for automotive research
And generate more ad revenue
Focus on original editorial
Apply Content Strategy principles
2 years since we started
What worked for us
A Content Strategy Case Study
Planned to be a Graphic Designer
Web Developer since 1996 (in it for the commute)
At AutoTrader since 1998o First full-time Web Developero CMS Developero Technical Architecto R&D
Now Sr. Mgr. of Content Strategy
About Me – @smarkle
Top automotive classifieds website
2,500 employees (25 when I started)
3.5 million new & used cars for sale
40,000 dealers & 250,000 private sellers
16 million unique visitors per month
Recent acquired Kelley Blue Book
$1 billion in revenue this year
About AutoTrader
One semester as an English major
Mom is successful children’s writer
Saw Kristina Halvorson present once
Read Kristina’s book
Passion for content
Content Strategy Qualifications
Know what I don’t know
10 years exp with Percussion WCMo Developed many large content projects
o Architected content integration models
o Now business owner & key end user
Created “Innovation Garage” with Drupal
Automotive enthusiast
Other Qualifications
Plan
Execute
Measure
Evolve
Questions?
Discussion Points
Make a
Plan
AutoTrader Editorial circa July 2009
Content was orphaned
Virtually no original content
$600,000 a year for syndicated content
No distribution or syndication rights
Site changes cut Research traffic by 50%
Sales team was worried
I asked for a chance to show what editorial could do
Site Change Cut Research Traffic
Old New
Get Expert Help: Jeffrey MacIntyre
@jeffmacintyre – this is his fault ;-)
Helped with the basics
Provided framework to followo Voice & Tone
o Editorial Guidelines
o Editorial Calendar
Understand the Audience
Site Section Percent of Traffic
Find Your Car 78
Research 16
Sell Your Car 5
Find Your Dealer 5
Most users want to find a car
Other content is probably irrelevant
Understand the Audience
Model Year Percent of Traffic
2012 2
2011 16
2010 30
2009 33
2008 39
2007 33
2006 30
Most users want a late-model used car
Should focus content investment here
Evalaluate the Competition
Content Type KBB Cars.com Edmunds
New Car Reviews 4 4 4
New Car Video Reviews 4 4 4
Used Car Reviews
Used Car Video Reviews
Auto Show News 4 4 4
Auto Show Videos 4 4 4
News 4 4
Lifestyle 4 4
Evergreen 4 4
Evalaluate the Competition
Most are enthusiast biased
Most are new car focused
Most offer only editorial – not classifieds
Most have large internal editorial teamso KBB: 7
o Cars.com: 16
o Edmunds: 20
Execute
AutoTrader Editorial circa December 2009
Covered 3 auto shows for trial run
There were some… issues
Published 54 original articles
Impressions increased 233% over syndicated content from previous year
Find Ways to Differentiate
Geared towards car shopperso Assume don’t know or care about cars
o Emphasize lifestyle attributes
o Be the People Magazine of auto content
Connect editorial to cars for sale
Offer quality content about used cars
Find Ways to Differentiate
Find Ways to Differentiate
Invest in content, not staffo Full-time employees are expensive
o Content workload isn’t constant
o Freelance rates currently depressed
o Experienced automotive journalists available
Lean team for strategy & support
Get Expert Help: Joni Gray
Automotive journalist since 1998o Former Sr. Automotive Editor at LA
Times
o Launched editorial practice at KBB
Worked in advertising for Honda, Hyundai & Mazda
Knows absolutely everbody,got us connected
Maintain Momentum
Easy to get hung up on tools & planning
Steady progress is vital
Just do something
Check it and iterate
Take
Measure
AutoTrader Editorial circa December 2010
Published 748 original content items
Research content reached 23.8 million unique visitors – 64% increase YoY
Content impressions increased 239%
Content team grew 300% (from 1 to 4)
Use the Right Benchmarks
Find Your Car gets around 80% of traffic
Sales disappointed in Research activity by comparison
But actually compares favorably against similar sites
AutoTrader vs. Car Magazines
Consumers Reached per MonthUnique Visitors (in millions)
AOL Autoblog Edmunds Inside Line
Gawker Jalopnik AT Research0
1
2
3
2.5
0.8 0.7
2
Consumers Reached per MonthUnique Visitors (in millions)
AutoTrader vs. Car Blogs
Make Some Powerful Allies
Partnering with Sales critical to success
Helped Sales win $2.1 million in incremental revenue – covering budget
Offering editorial attention, not integrity
Sales became biggest supporter
Check with Customers
Never invited to press events before,last year we attended 39
Routine access to press vehicles
First long-term test car: VW Jetta TDI
Check with Customers
Good quoteso “You weren’t even on our radar before. Now
you are.” – Kurt Antonius, Honda PR
o “Thanks so much for your great review… Hope to see you more at future events.” – Jennie Ecclestone, GM Communications
o “This is fantastic! Thank you.”-- Shamit Choksey, Suzuki PR
Verify Executive Buy-In
Evolve
AutoTrader Editorial circa June 2011
Research traffic up 253% since start
(up 74% since site change drop-off)
Already published 725 original items, on track to produce 2,000 this year
Averaging 8 per work day, ramping to 10
Research visitors increased 17% YoY
Content impressions up 37%
Content team grew another 125% (from 4 to 9)
AutoTrader YouTube Channel
Launched December 2010
58 videos
112,000 views & growing 36% MoM
Lots of positive consumer engagement
Only 3% of users go directly to channelo 35% YouTube search
o 22% related videos
o 15% mobile
o 17% embeds & links
AutoTrader Mobile
Primary use case: out car shopping
2 million unique visitors per month
No apparent cannibalization
Unique site using classifieds API
Advertisers are buying
Apps in development
No editorial yet
Evolution Opportunities
Better site integration (14 million more people to reach)
Enhanced social media connections
User-generated content
Content syndication
Flexibility is Key
Content must be portable & extensible
Percussion WCM is “decoupled”o Necessary for AutoTrader’s high
demand
o Forces responsive design to some extent
o Content separated from presentation
For us, everything is search
(Except when it’s properties files)
Seeking experienced Site Editor
To take Content Strategy to next level
Manage Editorial & Copy teams
Automotive experience a plus
Located in Atlanta
http://tinyurl.com/63vqszu
AutoTrader Needs a Good Editor
