1. 1 Solutions by Travel Portland Seminar

2. 2 Winning with Marketing Strategies to Help Your Business Grow Who is Josh Frickle? Majors/National Account Executive: Travel 6 years at Advance/Oregonian Media Group 2 years at Yahoo Favorite places to visit: Montana, Oregon and Tokyo, Japan What you will learn today: How to develop a strategic content marketing strategy

3. 3 CONTENT MARKETING

4. 4 What is Content Marketing? Content Marketing is the creation and distribution of content intended to engage a clearly defined and understood target audience in order to drive profitable customer action.

5. 5 Different types of Content Marketing? Website pages Blogs Videos Press Releases Social – Facebook, Twitter, G+, Trip Advisor, Yelp Printing/framing articles in your office/location

6. 6 What Does Advance + Oregonian Media Group know about Content Marketing?

7. 7 Advance Local Markets + Condé Nast More than 480m monthly pageviews More than 51m monthly unique visitors More than 2.7b 1 st & 3 rd party cookies More than 38b digital ads served annually Source: 1. comScore, September 2014; 2. Lotame 2014

8. 8 RankProperty Unique Visitors (000) 1 Yahoo-ABC News Network 123,568 2 CNN Network100,562 3 NBC News Digital92,925 4 CBS News82,591 5 BUZZFEED.COM76,849 6 USATODAY Sites73,500 7 FOXNEWS.COM51,820 8 Advance Digital41,370 9 Time.com Sites36,319 10 ELITEDAILY.com33,338 8 TH -LARGEST ONLINE PUBLISHER Advance Digital ranks well above MSN Network, US News, Associated Press and Atlantic Media. Source: comScore, Ranked List: News/Information – General News, December 2014.

9. 9 Why is Content Marketing Important?

10. 10 Source: ADWEEK - “Branded Content Moves the Needle, per Forbes”, October 21, 2013 Research done by IPG Media and Forbes Media Does Content Marketing Really Work? Source: Adweek, “Branded Content Moves the Needle, per Forbes”, Oct. 21, 2013. Research by IPG Media & Forbes Media 41% This same percentage of people are more likely to share sponsored content on social media sites when they read it on a reputable third party site such as OregonLive vs. brand sites. of people are more likely to express an intent to buy when looking at web pages with branded or sponsored content. 10

11. 11 70% of Internet Users Would Rather Read About a Brand Than See an Ad Buyers expect to be entertained with stories as they get educated. Buyers look for content personalized to them and their contextual needs. 78% of consumers believe that organizations providing custom content are interested in building good relationships with them. 61% of consumers say they feel better about a company that delivers custom content and are more likely to buy from that company. Source: Inc., “Marketing Trend: Shift to Native Advertising Explained,” April 2014; IDG Connect North American IT Buyer Survey, TGM Custom Media, Custom Content Council. 11

12. 12 How does Content Marketing fit into your Digital Mix?

13. 13 Fun Fact #1 65% of people use Social Media + Content to “inspire them to decide on taking a vacation!” Did you know? Source: Google “Road to Discovery” Study

14. 14 Fun Fact #2 57% of leisure travel start with a Google search first! Did you know? Source: Google “Road to Discovery” Study

15. 15 Consider Evaluate Buy Experience Advocate Bond Travel Customer Journey to Purchase SEO: Google LOVES content. They use content in their search algorithms to see how reliable a web page is. The more content your website has, the greater your SEO hygiene will be. In fact, 33% of organic search clicks go to the first result. SEM: Content Marketing can help inspire someone to google your name and industry where they will see your ad. Nearly 50% of marketers spend 10% of their budgets on content. Social Media: Content is KING in social media. The more relevant content you have, the more followers you will have. 75% of all internet users have at least one social media account! Source: Yahoo Small Business, “83 Exceptional Social Media & Marketing Stats for 2014.”

16. 16 Examples of Companies Using Content Marketing Effectively

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23. 23 PR… Yes! The Best Content is when Someone Else is Advocating for you! Nobody likes the cheesy guy bragging about himself! A solid content strategy involves leveraging your brand’s Hero’s

24. 24 How to Engage Traditional Media Outlets in the Digital World: Journalist are SOCIAL! Account Executive are friends! They can give you incite into upcoming stories and if the writers are in house. Follow, like, comments on writers’ pages, send relevant feedback on the topics they discuss Writers may decide to follow you on social media if you are replying with interesting content

25. 25 How to Engage Bloggers, Yelp Reviewers, and Trip Advisor Brand’s Hero's’: Ask positive reviewer if you can use their posting on your website and social media Connect with brand advocates and ask if they would visit your establishment Remember… Not all reviewers are created equal! Trip Advisor Reviewer Senior Reviewer Contributor Senior Contributor Top Contributor

26. 26 Important Notes to Drive Home People HATE being sold to, but they LOVE to buy. A Content Marketing strategy can help reassure the prospective client ENGAGE with both traditional media outlets and online brand advocates Think of ways to get as much bang for your buck. Place your content in as many places as possible Always ask yourself, “Would I think this is interesting to read?” Google wants content, your customers want content, your boss wants content.

27. 27 Our Solution

28. 28 WHO HAS TIME TO CRAFT A STORY? Oregonian Media Group offers two types of content marketing solutions: Sponsored Content: Editorial-style content authored by Oregonian Media Group and housed on OREGONLIVE Branded Content: Advertiser-branded content for use on your website, social pages or third-party sites Social Media Optimization: Create stories for your brand multiple social media outlets

29. 29 Thank You