Content Development and Marketing

On-Going Fight for Media Dollars

Syracuse, NY Search Plan COST

Syracuse, NY Search Plan Engagement

Syracuse, NY Display Plan CTR%

Syracuse, NY Display Plan Engagement

Inspire!

superbowl xlviii

budweiser commercial

What did we just see?

Budweiser Results

storytelling as influence

Scientifically Proven

"Content Is King"

What the experts Say

• Review the research
• Analyze your analytics
• Check your competition
• Inventory your content
• Establish goals
• Find your voice
• Create great content

So...if we build it, they will come (?)

Have you considered your AUDIENCE?

The Audience

Have you engaged your audience?

...because in fact,
the AUDIENCE is KING.

How To Develop An Audience

owned audience directly tied to brand experience

owned audience = targeted

owned audience = experiential

owned audience = transformative

can we tell you a story?

[ lori ]

owned audience directly tied to brand experience

Earned Audience tied directly to BRAND CONVERSATION

earned audience

Social Amplification & SEO

PAID MEDIA
generating
Brand Awareness

PAID MEDIA = NATIVE ADVERTISING

• Taboola
• Yahoo!
• Outbrain
• nrelate
• AdBlate
• ...and countless others

example : native advertisement

TIE ALL AUDIENCES TO PERFORMANCE METRICS

• Brand Experience
• Brand Conversation
• Brand Awareness

performance example = kissimmee

performance example: kissimmee

performance example: kissimmee

audience development

• True CONTENT merits an audience beyond your owned media
• Premium branded STORIES can attract earned media
• If PAID MEDIA audiences pay attention, you have a BRAND STORY

questions?