Content Marketing & Native Advertising, Demystified

Content Marketing and Native Advertising

Jon Anne WillowDirector of Strategic InitiativesBizTimes Mediajonanne.willow@biztimes.com

Chuck FreyDirector of Content MarketingCultivate Communicationschuck.frey@cultivate-communications.com

DEFINITION: CONTENT MARKETING

Instead of interrupting customers with information about your products and services, you deliver them information they actually want. They begin to know, like and trust you more, which leads to positive benefits for the business.

Source: Joe Pulizzi, the “Godfather of Content Marketing”

WHY CONTENT

MARKETING?

WHY NOW?

Source: CMI 2015 B2B Benchmark Survey

of B2B marketers are now using content marketing, BUT…

believe they’re effective at it

2 out of 3 are INEFFECTIVE!

DISCONNECT

Est. 1895

DEFINITIONNative advertising is a form of paid media where the ad experience follows the natural form and function of the environment in which it is placed. Native ads look and feel like natural content. In most cases, they are articles, infographics, videos or similar.

Source: Sharethrough

HOW DOES NATIVE FIT

IN?

WHY DO YOU NEED

NATIVE?

90% of B2B publishers offer some form of native

Source: Sharethrough

Native advertising

works with your marketing mix to define your

brand.

Your Bran

dEvents

Email marketi

ng

Display ads

Native advertisi

ng

Content marketi

ng

Source: Sharethrough

of people want to learn about products through content AND…

Viewers spend about the same time reading native ads and editorial content.

Sec. Sec.

UNDERSTANDING YOUR CUSTOMERS HELPS YOU TARGET THEIR INTERESTS

BUILD TRUST & IDENTITYLAY THE GROUNDWORK FOR A LONG-TERM

RELATIONSHIP

TELL GREAT STORIESSAY IT WITHOUT SAYING IT

DATA! DATA! DATA!

NATIVE ADVERTISING ADVANTAGES

88%of Forbes print audience read BrandVoice articles

Northwestern Mutual posts content on BrandVoice about personal investing to educate and demonstrate expertise without selling.

PointOne Recruiting created stories that reflected their values as a company, and shared ways to build a positive company culture.

CONCLUSION: If you aren’t answering your customers’ questions with content and finding your most receptive audience,

you’ve lost the sale

BYE!

Choosing a content marketing partner

Agencies can help with content strategy and production

A strategic focus is a MUST!

Understand principles of nurturing

Look for firms that practice what they preach

Choosing a publishing partner

Learn where your customers go for information

Create content for the publisher’s audience

Vet your publisher’s program

Stick with it – Rome wasn’t built in a day

Key Takeaways – Content Marketing

Adapt to the way your customers buy today

Be strategic about it

Start simple – existing customers

Learn more from authoritative sources

Key Takeaways – Native Advertising

Use native advertising to execute a bigger strategy

Share high-value content that’s not self-promoting

Include a call to action

Be consistent

Jon Anne WillowDirector of Strategic InitiativesBizTimes Mediajonanne.willow@biztimes.com414-336-7124@jwillow

Chuck FreyDirector of Content MarketingCultivate Communicationschuck.frey@cultivate-communications.com

262-492-9514@chuckfrey