How premium publisher partnerships and content marketing can help generate better leads

How premium publisher
partnerships and
content marketing can
help you generate better
leads
John Barnes
Managing Director Insight
Incisive Media
@johnmnbarnes

How publisher partnerships can generate leads– John Barnes – April 2015
B2B Content MarketingAmsterdam | April 23, 2015
What is content marketing?
• Content marketing is the publication of material designed to promote a brand
• Usually through a more oblique and subtle approach than that of traditional advertising
• The essence of good content marketing is that it offers something the viewer wants, such
as information or entertainment
• Ideally, content marketing provides the consumer with valuable information, the
publisher with content and the advertiser with a larger audience and a stronger brand
• Content marketing can take a lot of different forms, including YouTube videos, blog posts
and articles
• Native advertising, for example, is content integrated with a website or service in such a
way that it doesn't stand out from other material presented there in terms of content,
format, style or placement.
1

Content has become marketing’s fuel
2 Source: Content Marketing Institute Benchmark Report –2015

3

Sorry Seth, I don’t totally agree! I would prefer to use another
of your ideas……
4

In the multi screen world, we are not competing for
attention between content and adverts anymore…

..but between activity and screens
Source Google 2012

And the users time…
7 Source Google 2012

As well as the context of the users device, location and objectives..
8
Sustainable Digital RevenueLondon | February 25, 2014
Source Google 2012

..and what content they are consuming on what sites, how frequently,
for how long and by who!

Remember what Seth said?

11
Understanding who users are, what content
they want and are consuming, on which
devices, when in the day, where and why is
the essence of effective content marketing!

The value of premium content partnerships
12 Source AOP/COG

What are your biggest challenges with Content Marketing?
A. Resources/time
B. Content creation
C. Generating quality leads
D. Campaign management
E. Budget
F. Measuring ROI/Results
G. We don’ do content marketing
13

Content Marketing is now all about Native advertising?
NATIVE ADVERTISING:
“Content created by the media brand that sits within
the content stream of the publisher
15

The five vital ingredients of effective native advertising
16
5. Don’t Hard Sell. Promote discovery, not a sales message.
1
Attract.
native must
motivate a user
action.
2
Introduce.
Be transparent
and clear.
3
Engage.
Provide
interesting
content.
4
Demonstrate
expertise.
Prove credibility
in the area

Native advertising examples
17

AOP research published March 2015 based on
19 Source: AOP UK/Tapestry Research –2015

Media Brands were…

Media Brands were…who carried ads from the following brands

What respondents saw..

A traditional advert..
23
1,500
QUANTITATIVE
SAMPLE
Source: AOP UK/Tapestry Research –2015

A native ad driver…
24
1,500
QUANTITATIVE
SAMPLE

The native ad driver took the respondent to the native aritcle

The comparison on how the respondents
arrived at the native content gave the figures that
demonstrated the how far native can widen the purchase funnel
26
DISCOVERY
TRUST
WORD OFMOUTH
PURCHASE

All stages of the user journey were enhanced,
through the use of native content..
27
DISCOVERY
TRUST
WORD OF MOUTH
PURCHASE
“I thought this was a really
interesting way of
presenting an advert,
through an article...it
really gripped me…left me
thinking I need to go and
look at Lloyds…this is new
for a bank…it’s a good
thing…it’ll attract a more
articulate customer and
reader who is interested in
this.”
Female, 27 years
On Lloyds Private Banking / The Week

28
DISCOVERY
TRUST
WORD OF MOUTH
PURCHASE
“I've been reading the
Mirror for years and years.
So I'd trust them to know
what they're talking
about.”
Male, 51 years
On WhoCanFixMyCar.com / The Mirror

29
DISCOVERY
TRUST
WORD OF MOUTH
PURCHASE
1 in 3 agree that the
native ad makes them
more likely to talk to
friends or family in person
about the brand
Average across all campaigns

30
DISCOVERY
TRUST
WORD OF MOUTH
PURCHASE
“I've never really thought
about buying clothes in
Sainsbury's. But after
seeing this, I bet I'd be
really pleasantly surprised
about what they've got to
offer.”
Female, 35,
On Sainsbury’s TU/Marie Claire

Native advertising the average improvement was 29%,
with Discovery leading the way.
31
DISCOVERY
TRUST
WORD OF MOUTH
PURCHASE
+33%
+32%
+29%
+20%
UPLIFT FOR NATIVE VS.
TRADITIONAL ADS

So what is the power of Native advertising?
32
CLICKS
+31%
NATIVE DRIVERS TRADITIONAL ADS
Averaged across the tested campaigns the native ad drivers received almost a third
more clicks than the standard, traditional ads

So what is the power of Native advertising?
33
INFORMATIVE 32% 16%
INTERESTING 27% 19%
USEFUL 21% 13%
HELPFUL 15% 10%
EYE-CATCHING 21% 23%
CLEAR / EASY TO UNDERSTAND 22% 27%
ORDINARY 22% 38%
NATIVE DRIVERS TRADITIONAL ADS
Users find native ad drivers more informative and interesting, they are also less
ordinary than the standard ad formats

Consumers appreciate native advertising
34
14%
DIDN’T FIND NATIVE ADS INTERESTING
59%
FIND NATIVE ADS INTERESTING

But don’t forget the traditional! Running traditional ads with
your native can boost your metrics uplift by 38 percentage points
35
NATIVE AD
4%
AVERAGE UPLIFT OF A NATIVE AD
VS. TRADITIONAL AD ACROSS
KEY BRAND METRICS
42%
NATIVE AD +
TRADITIONAL ADS
UNSUPPORTED NATIVE
AD

So to recap, what Native ads offer when compared with
traditional ones….
36
WIDEN PURCHASE FUNNEL BY 29% INCREASE CLICKS BY 31%
ARE INFORMATIVE, INTERESTING, USEFUL
AND HELPFUL
SUPPORT TRADITIONAL ADS TO
MAXIMISE IMPACT
ENCOURAGE CONSUMERS TO SPEND TIME
WITH YOUR BRAND
HARNESS THE POWER OF PREMIUM
CONTENT WEBSITES
ACCESS TO AUDIENCE AND DATABASE OF
PREMIUM CONTENT WEBSITES
THE EXPERTISE AND RESOURCES OF THE
PREMIUM CONTENT PUBLISHER

With B2B premium media brands the effect is amplified as
users are logged in!
37
JB

They use a unique identifier, their email address, to log in to
access content on sites?
38
=jb@incisivemedia.com

Using a technology called MD5 Hash we convert the email into
a unique reader ID?
39
=43307bb5a669b247270a4d81cce6f3ff

To track the user across devices, our sites, and the wider web!
40
= jb@incisivemedia.com = 43307bb5a669b247270a4d81cce6f3ff

As they access content on our sites (including Native) we track
their activity and qualify them as leads for our clients
41
= jb@incisivemedia.com = 43307bb5a669b247270a4d81cce6f3ff

Why qualify leads?
42

What makes a lead qualified?
43 Source: Adroll

So to conclude the value of premium content partnerships
44

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
We know through AOP and our own clients research that
premium content environments improve the consumers
perceptions of advertisers and acts as a driver for better
results and in B2B environments deliver qualified leads

Thank You john.barnes@incisivemedia.com
twitter.com/johnmnbarnes
linkedin.com/in/johnmnbarnes
slideshare.net/JohnMNBarnes

How premium publisher partnerships and content marketing can help generate better leads

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