Content Marketing Insights and learnings

THE POWER OF STORYTELLING

THE POWER OF STORYTELLING

Source: Techmagnate

THE POWER OF STORYTELLING

Source: Techmagnate

THE POWER OF STORYTELLING

Source: Techmagnate

POSTMEDIA CONTENT SOLUTIONS

READER FOCUSED STORYTELLING §  Effective native content is informative and entertaining not salesy. §  Native content can add value to the reader experience. §  Readers find everything they need to know in one place.

Source: Businesswire

VALUED CONTENT Results from a New York Times T Brand Studio and Chartbeat study showed the the NYT native advertising platform generated significant audience engagement, on par with editorial content from NYTimes.com and other publisher sites.*

WHAT’S YOUR STORY

Postmedia Works crafts unique content in a way that complements traditional advertising campaigns. A key part of this strategy is a collaborative approach to storytelling. We ask clients 3 key questions: 1.  What problem are you trying to solve? 2.  Who is the audience you’re trying to reach? 3.  How would you define success?

CRAFTING THE STORY Postmedia Works is our commercial content studio. Combining: 1.  Editorial-style story telling. 2.  Credible information source 3.  Valuable and scalable audience Three key factors when it comes to content: 1.  Authenticity– Important with any type of

content. 2.  Relevance – The content should be relevant to

the platforms they appear on. 3.  Transparency – Clearly labeled content to

identify the source and the advertiser involvement. Native or branded content can be compelling, entertaining and informative, however, the content must be clearly labeled so the reader is not confused or tricked.

IMPORTANCE OF CONTENT LABELING

§  Authenticity created through editorial-style story-telling. §  Transparency through labeling guidelines ensures readers are not deceived. §  Must be clear about what is advertising vs. pure editorial. §  We maintain editorial integrity and you maintain goodwill of your customers.

Content created and/or provided by

an advertiser.

Promotional content created by Postmedia for an

advertiser.

Advertiser afforded creative direction but

may not mention their products.

Advertiser and editorial agree to a theme: advertiser

may not vet stories.

IMPORTANCE OF TRANSPARENCY

Transparency

Advertiser

Audience Publication

TRUST

EFFICIENT CONTENT DELIVERY

CUSTOM STORY PAGE

AUDIENCE TARGETING

Dayparting

Segmentation

§  Its about placing the right content, in front of the right user at the right time.

Look-a-like

Geography Contextual

Site section and channel

ENGAGE, MEASURE, OPTIMIZE Engagement factors include: §  Content placement. §  Utilization of multiple headlines and imagery. §  Target audiences. Our approach = Listen, Measure and Optimize for better engagement. §  Studies have shown that users visual attention for native ads was nearly equivalent to the

visual engagement of original editorial content*. §  Measure/analyze/optimize headlines, placements, and content for amplified engagement.

Source: IPG & Sharethrough

CASE STUDY: CONCORDIA

THE CHALLENGE: §  Change people’s perception of Concordia as an Arts

school and highlight the Sciences departments and facilities. Showcase how professors research directly impacted the lives of Montrealers

§  10 week multi-platform program of Concordia-sponsored content including stories, videos and infographics developed by Postmedia Works.

THE ANSWER:

§  Increased traffic §  Time spent on stories and infographics §  Social interaction and engagement

SUCCESS MEASURES:

OUTCOMES •  Allowed Concordia to start their own

conversation around the topics that were important to them

•  Hundreds of hours of time spent on sponsored content

•  Increased social media engagement •  Sponsored content out performed editorial

content (page views)

CASE STUDY: DOGGIN’ IT DAYCARE & GROOMING

THE CHALLENGE:

§  Integrated campaign – Sponsored content published in Calgary Herald (print+online) with added traffic through Facebook and Twitter.

§  Content that is useful for pet owners

THE ANSWER:

§  Increased traffic to their website §  Reaching pet owners with meaningful content §  Increased activity on client’s social §  Inquiries and bookings

SUCCESS MEASURES:

OUTCOMES:

§  Create awareness of new location §  Position as a great place for pet services

§  Readers inquired about rates §  Increased visibility §  Positioned themselves as local pet care

experts by offering helpful advice from a veterinarian

LEARNINGS

§  The average click through rates for native placements are 0.44% since the Postmedia native network launched in May 2015.

§  Average time spent between 2-3.5 minutes.

LEARNINGS

§  Social amplification of content drives additional page views and engagement.

§  Offers a way to place branded content in front of targeted users off-network.

LEARNINGS

§  Readers enjoy stories with lists and often perform above average

§  Stories that add value, create emotion and

offer information continue to outperform ‘advertorial’ style content

THANK YOU Jason Gaudry | Integrated Program Manager jgaudry@postmedia.com | 403.250.4264