ADVOCATE DIGITAL MEDIA Digitally-Focused Full Service Marketing Firm

Questions  What is native advertising? Share an example.

National: Brand Related Content Link

National: Demographic Only Link

Traditional Titles Link

Local Link

Questions  Why Is Native Advertising Important?

Follow The Money

Is this important?  National brands are investing in content that generates interaction.  One of the only ways to connect with “cord cutters” and the “ad blind”  Only important if you want to continue to grow your business.

Content Delivery Depends on where content lives  Does Content Live on the business’ site?  In this case, social media and content networks are your best bet  Organic social and paid distribution

Content Delivery (cont.)  Does Content Live on a publisher site?  In this case, make sure you are leveraging the publisher’s social media footprint  Add paid distribution on social and display  Stagger your social media posts across multiple platforms at different times  Post the content to your own site (SEO considerations here)

Questions  Where can I find content for marketing?

Content Sources  Look for national examples and apply locally  Local freelance writers, photographers  Agencies that have content marketing experience

Questions  What are the top content trends?

Content Sources  Listicles: Between 8 and 16 items per list. These have been performing for years for one simple reason: they work.  Videos: Short videos perform best. Under two minutes unless they are very entertaining.  Meme’s: More suited to social publishing. Funny, timely and relatable.

Questions  What does success look like?

Success  Decide what your goals are before you start. Distribution? Traffic? Social footprint growth?  Create Content that is likely to be shared.  Experiment: The best advise here is to start and experiment.

 Goal: Create an engaging Community Page that a local auto dealer can use to reach the community  Result: Community page that has nearly 11,000 likes in a town of 12,000 and is highly engaged by the community. Case Study

 Content Marketing Play  Community Page supported by native advertising  Audience retargeted when they read the article  Drive direct traffic via distributed content units  Distributed through publisher site, social media and geo targeted display Booming Port Lavaca

 In Person Research: Port Lavaca is 30 minutes from our office. We sent our social media team there. They ate at local restaurants, experienced local events, and spent time at local hotspots, like the beach and took tons of pictures. Tough job!  More research: we researched local businesses and government social media pages and follow them in order to keep up with events of the area.  Campaign: We used a mix of organic pictures, local event promotion, Native Advertising, shared community posts and Facebook advertising and targeted display in order to build our page.  Examples: We shared posts about a new coffee house opening, local events such as the circus, and news posts from the local media, the chamber and other local Facebook pages as well as posting beautiful pictures of the bay, beach and local piers. Budget Process

More Questions?