Making content for your brand is an art and a science, much like mixing the perfect cocktail. You need to know what your customers want, have a great recipe and use quality ingredients to produce insta-worthy results. In this session, we will cover what goes into the mix so you can build a strategy that will deliver on your KPIs and create quality content that speaks to your audience. We’ll share a case study from a Fortune Global 500 brand and proprietary data-driven insights from Demand Media’s digital publisher network, which reaches 1 in 3 Americans each month. Salud! Takeaways: -The three ingredients you need for effective content marketing, whether you’re just getting started, or refining existing content -Tips for connecting with your audience through the different stages of their customer journey -Real-world examples from a brand case study -Lessons learned from a decade of publisher experience, with a twist!

1. Mixing the right ingredients so your audience
will drink the content you serve
#ContentTipsy
Y O U R H O S T S :
Matt Osias
Sr. Manager, Content
@mattosias
Claire Webb
Content Strategy Manager
@claireellenwebb

3. WE REACH ONE IN THREE
AMERICANS EACH MONTH
O N O U R O W N E D - A N D - O P E R A T E D O N L I N E P R O P E R T I E S

4. I N T E R E S T
W E K N O W W H A T W O R K S
Our data is based on user intent, providing accurate
insights into what content drives engagement.
S E A R C H T E R M S
T I M I N G D E V I C E P R E F E R E N C E
→ Allow us to understand and deliver the needs of your consumers
→ Proprietary data insights include Interest Index, Seasonality Index, SEO
Pulse and Social Pulse
#ContentTipsy

5. Start with the right goals and KPIs
to frame your content strategy
Glassware
#ContentTipsy

6. K N O W Y O U R B R A N D & C O M P E T I T O R S
Successful content begins with identifying what makes your brand unique and owning
your content topics.
C O M P E T I T O R S ’
C O N T E N T
Y O U R
C O N T E N T
V O I C E &
A U T H O R I T Y
• What’s your brand mission?
• What are your KPIs?
• Who is your target audience?
• How will you measure success?
• What topics do you want to own?
C O M P E T I T O R S ’
C O N T E N T
Y O U R
C O N T E N T
V O I C E &
A U T H O R I T Y
#ContentTipsy
Discover:
• Topics that competitors already own
• Content types (including tone, voice) most prevalent among
competitors' content marketing campaigns
• Key messaging on different platforms

7. U N D E R S T A N D T H E G A P S
Identify the right content to increase reach and impact
• Understand your current content efforts
and how they work toward meeting your
goals
• Take inventory of your existing content
and discover opportunities you may have
missed
Identify topics
you can own
and formats to
create
E X I S T I N G
C O N T E N T
Content type
Buyer stage
Target audience
Keywords
A U D I E N C E
I N S I G H T S
Personas
Topics of interests
Overlapping interests
Seasonality
#ContentTipsy

8. S A M P L E : G A P A N A L Y S I S
Document existing content by format and topic, to get to the right mix
Infographics 27
Decision Trees 15
Checklists 16
Videos 12
Articles 30
Blogs 17
Listicles 14
Social 2
SMB 36%
Employee Mgmt 14%
Organization 14%
Tax 8%
Furniture 5%
Flu 5%
Marketing 5%
Education 4%
#ContentTipsy

9. M E A S U R E S U C C E S S
Define metrics that will measure success for your content
CONTENT TYPE
CONTENT
COUNT
BOUNCE
RATE
TIME ON PAGE PV/SESSION $/SESSION
Article 6 69% 1:26 1.20 $0.51
Blog 5 67% 1:56 1.35 $0.09
Checklist 6 81% 1:44 1.10 $1.06
Decision Tree 6 83% 1:56 1.08 $0.64
Infographic 5 67% 1:56 1.12 $1.08
Listicle 1 86% 2:11 1.04 $2.68
Video 2 55% 1:46 1.13 $0.00
#ContentTipsy

10. C O M P E T I T O R R E V I E W
Choose your top three competitors and document their content strategy.
K E Y M E S S A G I N G T O P I C S & F O R M A T S S T R E N G T H S W E A K N E S S E S
#ContentTipsy

11. Understand their needs and motivations
with a detailed buyer persona
Ice
#ContentTipsy

12. F I N A N C I A L
I N T E R E S T S
O N L I N E &
M O B I L E
B U Y I N G
H A B I T S
W H O
A R E T H E Y ?
M I L L E N N I A L P R O F E S S I O N A L S
C A R E E R
A M B I T I O N S

13. M I L L E N N I A L
P R O F E S S I O N A L S
Understand their motivations to build a relationship
#ContentTipsy
→ Men & women, 18-34
→ Married, or living with domestic partner
→ Half (46%) are concerned they have too much
debt
→ 3X more likely to check financial information on
their smartphones
→ Prefer brands they trust, that reflect their style

14. Understand what your audience
is searching, to add that zest
to your strategy
½ oz of fresh lime juice
#ContentTipsy

15. MILLENNIALS GEN X BOOMERS
Computer software, cell
phones and TVs are
popular topics
Interested in home audio,
TVs, cameras and cell
phones
More likely searching for
computer hardware, TVs
and cameras
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-44 45-54 55-64 65+
Computer Hardware
Computer Software
Cell Phones
TVs
Cameras
Personal Audio
Home Audio
Source: *studioD Interest Index(TM)
Interest Index analyzes total time
spent in Categories (% of clicks)
K N O W T H E I R I N T E R S T S
Select topics that resonate with your target audience

16. K N O W W H E N T H E Y ’ R E L O O K I N G
Understand how seasonal trends shape content planning & calendar
Users are 60% more likely to
search for TVs and personal audio
content in Dec.
Seasonality Optimization Index
Each line tracks the popularity of a
certain category over one year; the
lines do not compare categories
against each other.
Interest in cell phones spikes in
Aug/Sept, when users are 20%
more likely to search.
Start promoting
tech content
Source: *studioD Interest Index(TM)

17. K N O W W H E R E T H E Y G O N E X T
Understand your target audience’s overlapping interests
Source: *studioD Interest Index(TM)
T R AV E L
F O O D & D R I N K
C U L T U R E
&
S O C I E T Y
C R A F T S C A R E E R & W O R K
P A R T I E S &
E N T E R T A I N I N G
#ContentTipsy

18. B U I L D Y O U R C A L E N D A R
Tie it all together with a clear plan of action
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
CONSUMER ELECTRONICS
Correlating with summer
activities, users search for
more cameras, and 1.5X
more likely to search for cell
phone batteries
CAR ELECTRONICS
With summer travel, users
are 4.5X more likely to
search for car audio and
video accessories
BACK TO SCHOOL
During the back-to-school season,
consumers are especially interested in
content about cell phones, cell
accessories, TVs and DVR
GIFT GIVING
Popular topics include:
• TVs (big screens, HDTV, accessories, flat
screens, TV repair, projection TVs, digital
TV, DVD players 6X MORE LIKELY, etc.)
• Cameras (digital cameras, accessories,
polaroids, etc.)
• Cell Phones (androids, phone SD cards,
iPhones, smart phones, HTC, pre-paid
phones & bluetooth)
• Audio (audio shelf systems & karaoke
machines)
#ContentTipsy

19. Pick the right base of topics and
formats based on your KPIs
2 oz of bourbon
#ContentTipsy

20. U N D E R S T A N D H O W T O R E A C H T H E M
Optimize content formats and platforms with insights before executing your content strategy
Driven by KPIs, optimized
for different platforms
Audience Insights shape format
and platform recommendations
Distribution
channels – both organic and paid
#ContentTipsy

21. DEFINE YOUR METRICS
Use your goals to help determine formats and platforms
A W A R E N E S S
E N G A G E M E N T
A D V O C A C Y
Organic traffic
Referral traffic
Search ranking
CPM
Cost per click
Time spent on site
Sites per session
Conversion/click-through
Email subscribers
Shares
Likes
Pins
Followers
Comments
#ContentTipsy

22. C H O O S E T H E R I G H T F O R M A T S
Match formats to your KPIs
Listicles
Blogs
Articles
SEO
Social
How-to Videos
Animated Videos
Quizzes
Infographics
Decision Trees
Checklists
PodcastsDocumentary Videos
Animated Videos
Pinterest How-Tos
Social Shares
Lifestyle Photography
Social Videos
Animated Videos
#ContentTipsy

23. SAMPLE FORMATS: AWARENESS
How to Make Straight Hair Wavy
How-to Video
Mobile Optimized
Visual How-to
Infographic

24. Quiz
Animated Video
SAMPLE FORMATS: ENGAGEMENT
Infographic

25. Social Video
SAMPLE FORMATS: ADVOCACY
Original
Photography
Mobile Optimized
Visual How-to

26. Add the right notes to get
that distinct flavor
½ oz of allspice dram
#ContentTipsy

27. B U I L D G U I D E L I N E S
What’s needed to ensure voice & tone is consistent with brand goals
Q & A B R A N D R E S E A R C H P I L O T C O N T E N T P E R S O N A S W E B I N A R
#ContentTipsy

28. T H E F I N A L P R O D U C T
Your finalized guidelines should always be:
#ContentTipsy
→ Concise and easily digestible
→ A detailed representation of your brand mission,
audience and style
→ A fluid document, to account for changes
→ Delivered both as a document and as a
presentation (e.g., webinar)
→ Tested (i.e., through the execution of pilot
content)

29. W H A T P E R S O N A F I T S
Y O U R T A R G E T ?
Match your persona by considering the following:
I N T E R E S T S
Personas will help you select creators, too!
E D U C A T I O N
R E L A T I O N S H I P S T A T U S
O C C U P A T I O N
A G E
O N L I N E H A B I T S

30. Sweeten the mix with relevant
experience and creativity
1 teaspoon of simple syrup
#ContentTipsy

31. W H A T M A T T E R S
Expert content is 88% more effective than branded content and 83% more
effective than product reviews – Nielsen Report
E X P E R I E N C E B U D G E T AV A I L A B I L I T Y
#ContentTipsy

32. F O C U S O N C A T E G O R Y E X P E R I E N C E
Select experts, creators and influencers by segmented verticals
SPORTS
ART
BUSINESS &
FINANCE
BEAUTYAUTO
FOOD FASHIONFITNESS HOME & DECORGARDEN HEALTH
EDUCATION
LEGAL
PETSNUTRITION
REAL
ESTATE
TECH
RELATIONSHIPS
& PARENTING
TRAVEL
CRAFTS COMEDY

33. They give your content the
right amount of bite
1 dash of bitters
#ContentTipsy

34. CHOOSE POWERFUL INFLUENCERS
Match your influencers with the right following for your brand and goals
Co-founder of Household
Hacker, a popular blog and
YouTube channel
2.5MM FOLLOWERS
What works for one brand
may not work for the next.
Did you know?
65% of social influencers
report that their #1 motivator
is the chance to share their
knowledge and passion
(not money).
Digital, mobile and social
media aficionado and
entrepreneur
600K FOLLOWERS

35. The underlying message of your content
packs a punch, but ties it all together
Lime wedge
#ContentTipsy

36. → S A M S U N G S U C C E S S
Melissa Bannon – Director of Content Strategy
Content marketing is a way to bring all our categories together and
create a consistent, cohesive story around our products.

37. W H E R E T E C H N O L O G Y AN D L I F E C O L L I D E
SAMSUNG TECH LIFE STORY

38. T H E G O AL
The story your content
depicts should
ultimately align with
the story the brand
both wants to tell and
is telling.

39. C L I C K T O E D I T M A S T E R T I T L E
Click to edit Master text styles
– Second level
• Third level
– Fourth level
» Fifth level
S U C C E S S S T O R Y : S A M S U N G
Enabling Samsung to become a
publisher through content creation
and website management 35%
Increase in Revenue
WINNER
Samsung “Global
Best Practice”
Award
R E S U L T S
6%
Increase Sales
4X
Increased Engagement

41. THANK YOU
#ContentTipsy
Matt Osias
Sr. Manager, Content
@mattosias
Claire Webb
Content Strategy Manager
@claireellenwebb