How to go native via 'Content Marketing'. A 10 step program for brands. Consumers look at native ads 53% more frequently than display ads.

1. Prepared
By:

2. • Consumers
look
at
na.ve
ads
53%
more
frequently
than
display
ads.
-­‐
Sharethrough
Survey
• People
don’t
want
ads
when
making
purchase
decisions,
they
want
useful
content
• Content,
when
.mely,
moves
quickly
across
social
networks
and
generates
word-­‐of-­‐mouth
• Content
marketng
leverage
exis.ng
consumer
behaviour,
provoke
conversa.ons
and
help
brands
develop
deeper
connec.ons
79% of B2B marketers use Content
Marketing to achieve brand awareness
goals.”
90% of consumers find Custom Content
very useful.”
62% of companies outsource their content
marketing.”
-Industry Reports
68% of CMOs say they are shifting their
budget from traditional advertising to Content
Marketing.”
Why
Go
Na0ve?

3. 1.
Define
your
audience
archetypes
Who
is
your
prospec.ve
consumer?
A
twenteen
looking
for
adventure
or
a
professional
looking
for
business
success?
What
kind
of
people
does
s/he
follow
more?
Poli.cians
and
entertainers
or
peers
and
influencers
in
relevant
industries?
What
content
does
s/he
ac.vely
seek?
News
that
informs
and
updates
or
trends
and
analyses
that
educate
and
engage?
How
does
s/he
want
to
find
out
about
something
new?
As
it
happens
or
on
demand,
in
context,
with
search/sort
buHons?
When
is
s/he
likely
to
buy
more?
ALer
seeing
an
ad
or
when
s/
he
recalls
your
brand’s
content
for
enabling
and
empowering?
Next,
how
can
you
help
this
audience
instead
of
selling
to
them?

4. Find
a
category
that
is
a
knowledge
gap
for
all
your
target
audience
archetypes
Pick
a
topic
that
will
connect
instantly
+
be
their
currency
on
social
networks
Use
an
author
whose
name/designa.on
conveys
exper0se
in
the
subject
and
your
brand’s
associa0on
with
it.
Note
how
FedEx,
instead
of
selling
its
courier
services,
is
helping
its
biggest
client
segment
—
ecomm
businesses.
Create
the
content
in
a
way
that
clearly
shows
your
brand’s
thought
leadership
in
this
and
related
spaces.
Next,
how
can
you
show
up
where
your
audience
is
Instead
of
forcing
them
to
come
to
your
party
(read
brand
site)?
2.
Produce
a
useful
piece
of
content

5. 3.
Move
from
ad
boxes
to
content
streams
They
want
content,
not
ads.
Be
part
of
the
space
in
focus.
You
are
now
playing
na0ve
adver0sing.
Align
with
the
format,
context
and
purpose
of
the
plaXorm’s
editorial
content.
Note
how
Kawo’s
sponsored
post
integrates
with
the
site
experience,
in
fact
contributes
to
it.
Next,
how
else
can
you
ride
content?

6. 4.
Get
links
back
from
publisher
content
Sponsored
content
is
part
of
the
site,
which
means
it
goes
everywhere
our
content
goes.
Your
content
can
now
get
links
back
from
channels
like
the
related
stories
sec.on
under
our
ar.cles,
and
all
our
social
pages,
email
newsleHers
and
alerts
on
mobile.
Note
how
Kawo’s
story
on
Chinese
tourism
is
now
a
sponsored
link
on
Facebook,
aLer
its
debut
on
the
site.
Next,
how
can
you
use
mul0ple
pieces
of
content?

7. 5.
Go
superna0ve,
upgrade
to
the
widget
Why
should
your
content
be
just
text?
Try
mul0media
content
like
infographics,
photos,
videos,
live
chats,
ebooks,
more.
Note
how
IBM
chose
power
of
data
as
the
single
theme
for
content
pieces
in
various
formats,
then
aggregated
them
in
one
unit.
Sponsored
widgets
are
a
tremendous
way
for
your
brand
to
build
a
reputa0on
as
a
source
of
useful
content
in
your
niche,
by
delivering
collec.ons
of
shareable
assets
and
an
engaging
user
experience.
Next,
how
can
your
content
evolve
into
a
bigger
and
stronger
narra0ve
on
the
same
plaXorm
as
our
wide-­‐read
writers?

8. 6.
Build
an
all-­‐in-­‐one
brand
channel
You
have
both
niche
content
and
a
very
interested
audience.
Now,
push
to
scale.
Become
a
firehose
in
your
niche.
Build
brand
leader
profiles
of
your
best
people.
Promote
your
best
performing
content.
Your
audience
will
search
for
and
demand
an
archive.
Next,
how
can
you
drive
more
tune
ins?

9. 7.
Set
up
a
content
marke0ng
calendar
Like
TV,
your
brand
channel
needs
programming.
Recurring
themes
or
series
can
build
audience
habits
over
.me.
Plan
in
layers.
Assign
weekly
cycles
to
content
formats
like
charts
and
videos,
then
produce
them
in
weeklong
themes.
Your
marke.ng
calendar
may
be
product-­‐
centric,
but
your
content
calendar
needs
to
have
only
buyer-­‐centric
campaigns.
Sync
the
two.
Got
a
product
launch
coming
up?
Publish
a
related
whitepaper
to
generate
leads
in
the
month
before
it.
Next,
how
can
you
make
sure
that
your
content
contributes
to
other
func.ons
across
your
organisa.on
and
vice
versa?
2016

10. 8.
Integrate
with
non/marke0ng
func0ons
Convert
everything
that
your
brand
and
organisa.on
does
into
shareable
content.
From
job
posts
and
new
hires
to
financial
reports
and
acquisi.ons,
research
and
reports
to
company
plans
and
history,
everything
has
the
poten0al
to
engage.
So,
source
content
from
all
marke.ng
and
non-­‐marke.ng
departments.
Build
on
the
exper.se
of
senior
employees
across
func.ons.
Let
younger
ones
get
crea.ve.
Show
how
everyone
behind
your
brand
is
focused
on
your
customers’
needs
Next,
how
can
you
assess
the
impact
of
building
a
content
culture
for
your
brand?

11. 9.
Measure,
analyse,
op0mise,
repurpose
Segment
your
content
and
audience.
Set
goals
and
benchmarks
for
your
brand’s
traffic
and
engagement
in
each
segment.
Establish
clear
loops
for
user
feedback.
Adapt
to
their
needs
and
numbers.
Test
new
content
formats
and
post
schedules.
The
ROI
is
more
than
just
quan.ta.ve.
A
healthy
content
marke.ng
channel
impacts
everything
—
brand
reputa.on,
prospect
educa.on,
client
reten.on,
employee
training,
network
growth,
customer
trust,
innova0on,
much
more.
Next,
how
can
you
build
content
that
enables
beHer
tracking
and
targe0ng?

12. 10.
Innovate
with
structured
content
Break
content
pieces
into
smaller
assets
with
clear
rela.onships
between
them.
Track
changes,
iden.fy
paHerns
in
how
these
values
change
over
.me.
Note
how,
by
breaking
each
acquisi.on
story
into
cost,
sector,
acquiring
company,
the
content
was
reused
to
create
this
interac.ve
chart.
Structure
is
what
makes
content
adap0ve
and
future
ready.
But
let’s
get
from
step
1
to
9
first.

13. 1. Define your audience archetypes
2. Produce a useful piece of content
3. Move from ad boxes to content
streams
4. Get link backs from publisher content
5. Go supernative, upgrade to the widget
6. Build an all-in-one brand channel
7. Set up a content marketing calendar
8. Integrate with non/marketing functions
9. Measure, analyse, optimise,
repurpose
10. Innovate with structured content
Recap
Plan
Audience
Story
Process
Conversion
Measure
Channels

14. Pawan Gupta
Founder & CEO, www.comezzo.com
+91 90087 88500
LinkedIn: https://www.linkedin.com/in/pawanguptacomezzo
Twitter: https://twitter.com/guptapawan
Lead
with
content...