Creating, Curating, and Putting Great Content to Use

Creating, curating and putting great content to use

Tyler TanakaVice President of Business [email protected]

Twitter/LinkedIn: @tylertanaka

Before we begin...

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2012 Stanley Cup Champions

How it normally feels to be a Kings fan

Not Your Average L.A. Band-Wagon Fan

A Part Of The Game

All In The Family

Getting Them Started Young

http://www.postrelease.com/Publishers

$490B Globally$85B Online$35B US Online

The spend

The Rise

64%

Advertising by the other numbers

• 8% of users generate 85% of clicks (ComScore)

• Heavy clickers are: lower income, less savvy users (AOL)

• .07% average CTR for display banners (MediaMind)

• .37% avg CTR on iPhone (MediaMind)

• But 47% of mobile ad clicks are by mistake (Harris)

The Problem

The Reason

Why? They’re looking at content

• #1 reason for not clicking: users don’t want to leave the site

Advertisers are responding by creating content

DISPLAY SEARCH SOCIAL CONTENT

Content complements

The future is “promoted”, “sponsored” and “native”

The original social networks

Forums have influential audiences

Create content people crave

(SCOTT AUGHTMON)

Create content people crave cont.

(SCOTT AUGHTMON)

Content that engages

Content inspiration

• Ask friends for ideas

• Utilize your audience

• Do an interview

• Solicit guest posts

• Create a best-case study

• Create a worst-case study

• Write reviews

• Talk about success stories

• Talk about failures

• Link to old favorites

• Use a movie to spark discussion

• Use television to start a debate

• Use a book to gather opinions

• Use a comic to draw people in

• Use a celebrity to create gossip

• Explore new cultures

Content checklist

Build it for the search engines

Is it easy to engage with?

The right place, for the right people

Make the content work for you

Harness the power of the social graph

Now make sure to get it off your site

Infographics

Infographic creation

Content Curation

In simplest terms, content curation is:

• Finding the content your audience needs and wants

• Organizing and contextualizing it

• Sharing it so it's accessible.

10 Examples of Curated Content

1. Expert Tips

2. Presentations/Webinars

3. Quotations

4. Case Studies

5. Industry Blogs/Sites

6. Infographics

7. Statistics, Data, Charts, and Graphs

8. Videos

9. Books/Ebooks

10. Industry Examples

Tools: Google Reader & Curata

Online Sources

• Google Alerts

• Reddit.com

• Buzzfeed.com

• ICanHazCheezburger.com

• Memebase.com

www.mindmeister.com/55395228/content-curation-tools-the-newsmaster-toolkit-by-robin-good-2012

Mining valuable nuggets

Remember your audience

WTH?! What CRAP!

Lovely!

• Think like a publisher, act like a publisher

• Create as often as possible

• Follow a content schedule and checklist

• Create and post in real-time

• Use tools to make creating and curating easier

• Curate content, editorialize and re-post

Summary:

And did I mention that the Kings...

[email protected] | t: 562.285.0297 | 562.285.0506 | postrelease.com

111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802

PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this material are registered trademarks and are used to identify products and services of their respective owners.

Tyler TanakaVice President of Business Development

(562) [email protected]

Twitter/LinkedIn: @tylertanaka

THANK YOU

PostRelease was created to drive discovery of content

• PostRelease solves a big challenge of Content Marketing: Discovery

• PostRelease makes content distribution scalable and measurable

• Brands leverage PostRelease to drive predictable results around their content

• PostRelease is a content broadcasting platform

• Advertisers create a campaign with headline and media.

• Then the platform analyzes the campaign and finds sites with relevant content to place the message on.

How It Works For Advertisers

• Step 1: Install a single line of code

Copy and paste the supplied java script tag

• Step 2: Create a template page

Create a copy of your site template for hosting the PostRelease articles. Or we'll do it for you.

How It Works For Publishers

• Step 3: Start generating revenue

The PostRelease platform includes a comprehensive dashboard that allows publishers to monitor and manage their participation in the PostRelease network.

How It Works For Publishers

The PostRelease platform is already built and has handled over 10,000 insertions. The robust software includes publisher, advertiser and admin dashboards as well as a relevancy engine, site traffic monitoring, and a keyword indexer.

Robust platform

Complete Reporting

• Both advertisers and publishers can track the visitors and number of reads and clicks. They for their campaigns and you for your network of sites.

• Every placement is clearly and openly disclosed as advertiser generated content

• There is no “real editorial vs. paid post” gray area

• The brand is listed as the author of the content

There is complete transparency

• Our platform runs equally well on content sites, blogs and forums.

• Advertisers view us as a premium option above banners and text ads.

• All messages are reviewed to ensure that the advertiser content is relevant to your site. If it isn’t targeted, it doesn’t get placed.

• Users respond well to our placements: we have high read rates and exceptionally good CTR %

• Completely automated. Setup is easy and once done, it’s completely hands off. You will have a dashboard to monitor your earnings and campaigns

• Checks are sent to website/blog/forum owners on a monthly basis.

Why publishers choose PostRelease?

5-20x the performance of traditional display ads

Content-based unit, relevancy and auto-optimization results in:

Scale with relevancy

Relevancy and scale are handled automatically

• Sites are automatically matched based on the content of the message

• Performance is auto-optimized based on response rates

• Geo-target or device target your content

Complete content analytics

How it appears in a community site

• Goes in as a sponsored post near the top of each relevant discussion category

• There are no comments or replies to manage

Premium placement• Locked in the 2nd position

of blog roll- CPM paid on main page impressions

• Labeled as sponsored content

• Shows for a limited time, then disappears

• There are no comments or replies to manage

How it appears in a blog

How it appears in a content site

Clicking on the article headline takes to user to the full article...• User doesn’t have to leave the site

to absorb the content

• Automatically formatted to match the look of each site placement

• Embedded images and/or video

• Multiple lines of text

• Social media sharing links (PostRelease content is actually shared by readers)

• The article is your landing page: link users to an app download or display a form from within the content

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The power of content with flexibility of display

• Automatic matching of content to relevant sites through contextual matching

• Automatic reformatting of content to match the format of the target sites

• Auto-optimization of impressions based on clicks

• Ability to set flight dates, geo-target and device target (ex: mobile)

• Detailed tracking of impressions, reads, video views, clicks

• 5X - 20X the performance of banners

• PostRelease currently has 1000+ partner sites with a combined reach of 35+ million users

• Rapid network expansion: new publishers are constantly being added

• PostRelease is built-into the latest version of vBulletin

• Robust WordPress plug-in and official WordPress partner

• API and JavaScript based integrations for content sites

• Works on mobile and tablet devices

PostRelease is expanding rapidly

[email protected] | t: 562.285.0297 | 562.285.0506 | postrelease.com

111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802

PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this material are registered trademarks and are used to identify products and services of their respective owners.

Tyler TanakaVice President of Business Development

(562) [email protected]

Twitter/LinkedIn: @tylertanaka