Practical Guide to Managing Paid, Owned, and Earned Marketing

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Paid, Owned, and Earned Digital Marketing

The practical guide to converged mediaMichael ThomasChief Marketing OfficerNoble Studios

The leading industry event by digital marketers for digital marketerspowered by BRIGHTEDGE

About Noble Studios

Founded in 2003, Noble Studios is a top 20 digital marketing agency in the U.S. and BrightEdge Certified Agency partner.

ThinkMakeMeasure

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Talking Points:

Noble Studios has been around since 2003. We are a digital strategy agency.Our agency falls under three main service areas. 1. Strategy=Think2. UX Design, Development, and Advertising Services=Make3. Measurement, Optimization, COA=Measure

Practical Converged Media If you are new to the converged world or a lean team follow a defined process

This approach allows you to start small and scale


Talking Points:

When we approached this panel I expected my colleagues would have examples of how well-staffed/mature organizations would approach the challenge of converged Paid, Owned and Earned media.Our approach is to showcase the work we have done with clients who were new or inexperienced in this approach. How do you get off the ground?

It is complicated and in our agency view, many clients are often paralyzed or at the very least confused on where to start.

We have come up with a process we take all new clients through. We want to explain one such client today and leave you with our blueprint that could serve as a plan to follow or something to compare your current plan against.

So Many Channels So Little TimeWeb AssetsWebsite(s)BlogSocial MediaSharing AssetsSEOPRSharingMentionsRepostsReviewsAdvertisingPPCDisplayRetargetingNative AdsSocial Ads


Talking Points

Here is an overview of the Paid, Owned, and Earned Landscape with the assets categorized in each.

So Many Channels So Little Time

Leverage Paid, Owned and Earned for a comprehensive strategy


Talking PointsYou are managing converged media when you are looking at all efforts holistically.SEO and Brand Content drive earned mediaYou can stimulate sharing and engagement with paid efforts and content syndicationDrive more exposure to your owned properties with additional SEO and PPC

- Benefits of leveraging converged media:

So Many Channels So Little Time

Leverage Paid, Owned and Earned for a comprehensive strategyBenefits will include:Applied learning across channelsConstantly improving performanceInternal alignmentRisk mitigation


Talking PointsYou are managing converged media when you are looking at all efforts holistically.SEO and Brand Content drive earned mediaYou can stimulate sharing and engagement with paid efforts and content syndicationDrive more exposure to your owned properties with additional SEO and PPC

- Benefits of leveraging converged media:

Whats Causing our Converged World?


Talking PointsMicromoments as coined by Google are the new norm. Consumers experience brands in the way they want, in the channel they choose, in the time and location more often than not controlled by their mobile device or as structured as a typical buyers journey

Renown Health Case StudyAffordable Care Act required changes to marketingContent is a crucial piece of the healthcare marketing

Our initial work utilized BrightEdge to focus on SEOEight in ten U.S. adults seeking health information online began at a general search engine (Pew Research)


Talking Points:

Renown health has been a client since 2010 with our company.Large private healthcare network with hospitals, urgent cares, doctors offices, and even a healthcare insurance division.The client is one of the more innovate digital health networks in the region, and they have moved more of their marketing online with our work.Our converged media strategy started with SEO as a foundation. This was bolstered by the data that most consumers looking for health related solutions start at their browsers.

Renown Health Case StudyNoble is the Digital AOR for Renown HealthLarge Nevada health network w/ 5,500 employees

Problems include limited resources, budgets, and new to content marketing approach


Talking Points:

Renown health has been a client since 2010 with our company.Large private healthcare network with hospitals, urgent cares, doctors offices, and even a healthcare insurance division.The client is one of the more innovate digital health networks in the region, and they have moved more of their marketing online with our work.Our converged media strategy started with SEO as a foundation. This was bolstered by the data that most consumers looking for health related solutions start at their browsers.

Renown Health Content Ecosystem


Talking Points(Moving sickness to wellness create awareness before they need services younger patients will one day need care)

It was important to note that we hand to chance the culture of the marketing organization.Marketing in the past was very service line focused. Come to Renown if you are having a heart attack or stroke or have been diagnosed with cancer. In addition to creating content like blogs, videos, and short format content.We had to rethink goals as well. While we want outcomes like appointment requests, the strategy to drive consumer awareness and consideration had to start with creating a relationship. Allowing the content that Renown was creating to hit consumers exactly where they were in the buyers journey and try to get them to a point they want to deepen that relationship through a newsletter sign up or social follow.The net result of this focus on awareness and consideration creating a depth of content and also a change in culture that experts on staff were proactively offering content. Writing blogs. Participating in videos. This was because patients were mentioning Best Medicine by name, commenting that the stories and videos were making it easier to access Renown Health services.

Search Provided Content Gaps

Uncovered that people use question-based searches"how to prepare for hernia surgery.This highlighted what content to create based on trends and seasonality


Talking PointsUtilizing the BE platform (Data Cube) to analyze market specific search trends we uncovered some logical, but important findings. Notably consumers We then mapped these searches to content on the siteIf there was no content that matched or was relevant to a search term with significant traffic, we would create a static page on the site One of the most successful strategies was to direct traffic to Renowns blog-type site, Best Medicine, that only focused on wellness and healthy living Best Medicine was able to facilitate content like 3 Tips to Prevent Heart Disease This type of content drove SEO traffic for Heart Disease to relevant, preventative, and informative content marketing that helped Renown be seen as a leader in wellness for Northern Nevada. It also provided great opportunities to capture the traffic of niche searches.

Finding Content Marketing Opportunities


The Renown content marketing team has finite resources. Their team is able to produce and publish between 15 and 20 articles weekly. Articles can either be original work or curated from content partners. The BrightEdge data cube became a guiding light to identify the most impactful areas to focus efforts. Some ways we leveraged the data cube include:

Understanding trending content on competitor sites- Finding gaps between high performing competitor content and content available on Best MedicineIdentifying content quality improvement opportunitiesThe example above illustrates this tactic. Leveraging the data cube, we were able to identify an image-based blended rank in position 15 for the search sudden infant death syndrome. After evaluation the search volume, the competition and the quality of the content on the existing landing page, we identified this as a page for content expansion and additional SEO efforts. 12

Content Ideas from Accidental Rankings


Accidental page rankings provide an excellent opportunity to strategically expand your content for more traffic, as well as proactively protect your brand from poor user experiences.

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The Blueprint

GoalsBuyers JourneyChannel StrategyMeasureTest


Talking Points:Renown saw this success. And asked what else could we be doing. A content marketing strategy across all channels We assessed that the client had a few big challenges: An under-resourced staffing modelNot enough content creatorsOverreliance on too few channels A outdated and ill-equipped measurement strategy for converged channel content marketingLittle or no historic data or a culture where testing was embraced (like many regulated industries)

So we applied this blueprint to produce a number of key results

Renown Health Case Study

GoalsEstablished Goals for content marketingAugmented macro conversion only focused measures

Buyers JourneyCreated content associated with Attraction, Engagement, Conversion,

Channel StrategyUtilized organic results to expand into other media channelsPPCDisplay, RetargetingSocialContent Syndication

MeasureAccurate attribution model and assist scoringUnderstanding the impact of micro conversions against overall ROI

TestChanged culture of analysis paralysisTesting multivariates and different content typesLower the overall risk of paid media by pushing content that has higher likelihood of success


Talking Points

BrightEdge Tools Page Groups

Service Lines

Doctors

Branded Keyword

Hospital / ER


Content can quickly become overwhelming leverage page groups to allow you to see macro trends and drill down

BrightEdge Tools Channel Mix

Organic

Social

Direct

Paid

Other


Organic search is up, great what about all of the primary channels in your campaign?

BrightEdge Tools Universal Results


Understand universal listing opportunities and leverage this information to guide content creation format choices.

Renown ResultsIn the last 12 months grew the BestMedicine.org news site from 23k to 36k monthly visits with a flat media budgetOrganic traffic up 62%Bounce rate down 21%36% site conversion rateAverage paid media CPC is 26% below healthcare industry average


Talking Points

The results of our work are shown here.Main take-aways:SEO is great but useless if you dont have good and relevant contentGood and relevant content is great but you have to know what the searches and demand are for:They have to work together: SEO + good content = quality traffic

Renown Key Result

+90% Keywords Ranked on Page 1


Talking Points

Renowns Own Words


Hitting the Sweet SpotYou will know you are doing the job right when:

Learnings and data from one channel can be quickly applied to the others

More overall traffic and conversions at lower cost per

Reaching your audience more frequently without a negative impact on engagement metrics

Increased searches and brand mentions in organic search and social media as a result of cross channel promotion


Talking Points

How will you know you are doing this right

The Blueprint

GoalsBuyers JourneyChannel StrategyMeasureTest


Talking Points:Renown saw this success. And asked what else could we be doing. A content marketing strategy across all channels We assessed that the client had a few big challenges: An under-resourced staffing modelNot enough content creatorsOverreliance on too few channels A outdated and ill-equipped measurement strategy for converged channel content marketingLittle or no historic data or a culture where testing was embraced (like many regulated industries)

So we applied this blueprint to produce a number of key results

Always start with goals in mind that are reflective of a realistic buyers journey.

Aggregate the findings AND review in individual channels to make sure that you leverage learnings

Practical Takeaways@brightedge #share15

Talking Points

Consider and model for attribution

Test and iterate every time

Acknowledge this shift is hard, but the changes in your company culture can occur quickly based on data and results

Practical Takeaways@brightedge #share15

Talking Points