Lots of local media companies are starting to toe the waters of Native Advertising. With all the rules, the risks, and the costs, it's hard to know what's right. In this presentation I walk through a number of the considerations and content types media companies can put to use today. Local media is where the rubber meets the road for native advertising. Content marketing and native advertising can be effective tools for buyers to meet sellers locally, online.

1. Scalable solutions powered by experts!
@w2scott

2. ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006.
Search Influence
• 84 full and part-time
employees
• 51 contract writers
• Google AdWords &
Analytics Certified Staff
• Google Certified Partner
Reputation
• 2011 Inc. 500 honoree
• 2013 Inc. Hire Power Winner
• Recognized leader in search
and social for local business
• Two decades in online media
• Best Places to Work, 2014
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3. WHAT IS
SEARCH INFLUENCE?
Systems, software, and
really smart people
building scalable, kick-ass
@searchinfluence
online marketing.
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4. OUR TEAM
@searchinfluence

5. ABOUT ME WILL SCOTT
• First website online in 1994
• Deployed over 2,500 customized
web sites in 18 months (with a
production staff of 12).
• Former Vice President of YPsolutions
• Deployed over 300 online yellow
pages a year with print “look and
feel”
• Part of team which took Sprint
BestRedYP from zero to 1,000,000
monthly visitors in 18 month (in 2005)
• Preaching the Gospel of Facebook
Ads for local business since 2009
• Produced more than 150,000 pages
of web copy in 2013
@w2scott

6. ADVERTISING USED TO BE
MORE OBVIOUS
@searchinfluence

7. ADS USED TO BE OBVIOUS
https://www.behance.net/gallery/1998561/Americas-Country-Store-Advertising-Circular
@searchinfluence

8. ADS USED TO BE OBVIOUS
http://www.washingtonpost.com/blogs/erik-wemple/wp/2013/01/15/the-atlantics-scientology-problem-start-to-finish/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

9. ADS USED TO BE OBVIOUS
http://adage.com/article/media/york-times-shrinks-labeling-natives-ads/294473/
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10. ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

11. ADS USED TO BE OBVIOUS
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

12. ARE THERE RULES?
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13. IS IT LEGAL?
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14. WILL IT GET YOU IN TROUBLE?
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

15. WHAT’S THE RISK?
http://digiday.com/publishers/google-news-still-major-traffic-driver/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

16. ARE NATIVE ADS
JUST BETTER
MONETIZED PR?
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17. SEARCH ENGINES
comScore August 2014 Search Engine Rankings
Google Sites
Microsoft Sites
Yahoo Sites
Ask Network
AOL, Inc.
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

18. TOP VISITED SITES
comScore August 2014 Top US Web Properties
Google Sites
Yahoo! Sites
Facebook
AOL, Inc
Microsoft Sites
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

19. TOP SEARCH PHRASES
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

20. http://www.checkfacebook.com/
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

22. “If you don’t like change,
you’re going to like
irrelevance even less.”
David F. Jakielo

23. @searchinfluence

24. THE OPPORTUNITY
“… estimates see this as a ~$2b
opportunity for newspapers by
2016, accounting for ~40-50% of all
digital revenue.”
- BIA Kelsey
@searchinfluence

25. US Digital Sponsorship Ad Spending
Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.

26. US Digital Sponsorship Ad Spending
Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.

27. SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
Owned & Earned Media Channels Continue to Gain Traction
Is it time to
stop talking
about blogs?

28. SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
Frequency of Updating Online Properties

29. SMB Content Integration a Work in Progress
Ways Business’ Online Properties Are Integrated

30. Content Marketing:
The Organic Chemistry of the Mobile, Local, Social Age
http://www.biakelsey.com/Research-and-
Analysis/Reports/Sponsored-Research/Content-
Marketing-MobileLocalSocial-Age.asp

31. CONTENT MARKETING
@searchinfluence

32. TYPES OF CONTENT
WE PRODUCE
 Website content
 Optimized business descriptions
 Neighborhood / community guides
 Vertical guides
 Sponsored editorial content
 Infographics
 Blogging
 Newsletters
 E-mail marketing campaigns
 Press releases
 Social media posts
 White papers
 Journalistic editorial content
 Video
 More…

33. THEN WHAT?
@searchinfluence

34. FACEBOOK BOOSTED (PROMOTED) POSTS
Your content + 1.35 billion readers = :)
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35. LINKEDIN SPONSORED UPDATES
B2B content marketing gone wild
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36. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

37. AND MORE…
@searchinfluence

38. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

39. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

40. @searchinfluence Confidential, Property of Search Influence, LLC © 2014

41. DIGITAL AGENCY OPPORTUNITIES
Finally, Will, you’re getting to the point
Don’t stop with content:
• As Journalistic organizations, media companies often think “build
it and they will come”, hoping to leverage their current audience.
Publish:
• Yes, get it out there. But, think of other outlets – maybe not your
own – where content can live.
• LinkedIn, Google+, Blogs and even Facebook
Then Promote:
• How to Give Yourself a Breast Exam was published 10/24/2012.
• LocateADoc.com reported 10/24/2012 to be their 2nd highest day
of new patient leads since the new site launched.
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

42. HOW SOME PAPERS DO IT
Taking it to the street
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43. HOW SOME PAPERS DO IT
Taking it to the street
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

44. HOW WE DO IT
When given the resources to make it work
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

45. HOW WE DO IT
When given the resources to make it work
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

46. HOW WE DO IT
When given the resources to make it work
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

47. STUDIES SHOW MEDIA IS EFFECTIVE
Content Marketing Institute / Marketing Profs study
http://www.business2community.com/content-marketing/content-marketing-effectiveness-video-trumps-blogs-studies-
white-papers-01061824
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

48. DIGITAL AGENCY OPPORTUNITIES
How we help the advertiser meet their customer
@searchinfluence Confidential, Property of Search Influence, LLC © 2014

49. NON-TRADITIONAL / B2B
@searchinfluence

52. GOOD CONTENT +
GOOD PROMOTION
= WINNING!
@searchinfluence

53. INFOGRAPHICS

54. SOCIAL CONTENT

55. SOCIAL CONTENT

56. THANK YOU!
wscott@searchinfluence.com
searchinfluence.com/blog
@w2scott