David Palmer | GM | @DedicatedMedia

WHAT IS CONTENT?

CONTENT IS AVALUEEXCHANGE

Reader’s Time Value

VALUE BIAS IS STRATEGICAFFILIATE THINKING

Reader

AffiliateAdvertiser

VALUE BIAS IS STRATEGICAFFILIATE THINKING

Reader

AffiliateAdvertiser

VALUE BIAS IS STRATEGICAFFILIATE THINKING

Reader

AffiliateAdvertiser

FORMS OF VALUE

Information‣ Saves you time or money

Ranking, Reviews, and Q&A's

Entertainment‣ Original, Humorous, Compelling

‣ Easier to understand intent and therefore path to monetization

InformationUtility+

Harder to Scale

‣ Little intent therefore interruption precedes customer journey, harder path to monetization

EntertainmentViral+

Easier to Scale

Data > Feeling‣ Develop your KPIs unique to your value proposition

addressing all the foundational elements

‣ Measure frequently

‣ Test and Optimize

Remember these are people . . .

METRIC-DRIVEN STRATEGY

FOUNDATIONAL ELEMENTS

Distribution/Traffic Driving

Retention

ConversionAncillary Revenue

Distribution Brainstorm

Blog roll

Cross promote, Guest blogging, content sharing

PR – Speaking events, TV, etc

SEO

Media spend – Tight funnel

Brand extensions – Facebook, Twitter, Pinterest

Sticky content ratings, rankings guide, portable reusableevergreen branded content

Conversion Brainstorm

Layout optimization testing

Merchandising optimization

Multi-touch conversion, site, social, email

Personalization based on interest

Historical conversion guidance to upstream partners

Contests – Not directly incentivizing a conversion

Action orientated site design . . . Step 1, Step 2 . . .

Retention Brainstorm

Timing of messages to avoid fatigue

Save a sale strategy to people falling off the wagon

Understand site funnel and fall off pages

Capturing key marketing information to drive people back

Solicit feedback (on site of surveys) qualitative information for you to improve yourself

Seek the negative information and fix it

Available in the Downloadable Presentation

APPENDIX 1

The Pillars and Tactics

THE INCREMENTAL VALUE OF EACH USER IS LOW

THE CHALLENGES

ORIGINAL, BEAUTIFUL & INFORMATIVE EDITORIAL

DRIVING TRAFFIC USING PAID METHODS AND

ARE EXPENSIVE

THE ANSWERS

LET THE KPIS DRIVE YOUR GROWTH HACKING STRATEGY

COMPOUND YOUR WINS

Advertiser Agency Network Affiliate Reader

THE ANSWERS

LET THE KPIS DRIVE YOUR GROWTH HACKING STRATEGY

COMPOUND YOUR WINS

Advertiser Agency Network Affiliate Reader

THE ANSWERS

‣ Get rewarded for value creation early up the funnel

‣ Understand the attribution model at play

Difficulty

Sale

Lead

Click

View

Where affiliates traditionally get paid

New monetizationopportunities

HOW DO YOU CAPITALIZE ON WHAT’S NEXT?Customer’s Journey

Awareness, Interest, Intent

Content

Decision factors

Closing

Address Need: F-A-B Compare & Contrast Rank

Detailed Specs & Reviews

Suggest Alternatives for New Journey

Purchasing Options

Discounts, Coupons, & Free Trials

WHY NATIVE IS HOT

‣ Beyond the banner awareness building

‣ Permanence

‣ Personal spheres of influence

‣ Efficient upper funnel demand creation

‣ Wider adoption of the measurement tools

‣ The need to reward value creation beyond last click

ATTRIBUTION MODELS EXPLAINED

Last Interaction: Last touchpoint receives all credit for sale

Last Non-Direct Click: All direct traffic is ignored; all credit for sale transfers to the last channel clicked through before converting

Last AdWords Click: Last AdWords click receives all credit for sale

First Interaction: First touchpoint receives all credit for sale

Linear: Each conversion path touchpoint shares equal credit for sale

Time Decay: Touchpoints closest in time to sale or conversion receives majority of credit

Position Based: 40% credit each is assigned to the first and last interactions; 20% credit is distributed evenly to the middle interactions

NATIVE: WHAT DO AGENCIES WANT?‣ Agencies control big brand budgets and drive adoption

‣ Brand integrity and safety

‣ Disclosures

‣ Beauty and ROI

‣ Scale and value in the traditional sense

‣ Make it personal and original

For example . . .

NATIVE EXAMPLES

Bobbi Brown

MyHabit - Amazon

PERSONALIZEAUTOMATEPREDICT

OPTIMIZE

APPENDIX 1

‣ Blog roll

‣ Cross promote, guest blogging, content sharing

‣ PR – speaking events, TV, etc.

‣ SEO/SEM

‣ Targeted content production based on unserved markets as identified through Google keyword estimator – long tail

‣ Brand extensions – FB, Twitter, Pinterest

‣ Sticky content, ratings, rankings, guides, portable reusable evergreen branded content

‣ Barter?

‣ Name swap?

‣ App strategy?

‣ Productize?

‣ Viral programs

‣ Referral programs

‣ Contests to repeat visit

Distribution Brainstorm

APPENDIX 1

‣ Layout optimization testing

‣ Merchandising optimization

‣ Multi-touch conversion, site, social, email

‣ Personalization based on interest

‣ Historical conversion guidance to upstream partners

‣ Contests – not directly incentivizing a conversion

‣ Action orientated site design, Step 1, Step 2…

‣ Testing creative, brand vs product vs lifestyle shot

Conversion Brainstorm

APPENDIX 1

‣ Automate follow up with smart auto responders (flow chart decisioning, see Silverpop for example)

‣ Timing of messages to capitalize on recency but avoid fatigue

‣ Save a sale strategy to people falling off the wagon, target people losing faith and reengage

‣ Understand site funnel and fall off pages – Google Analytics rocks!

‣ Capturing key marketing information to drive people back

‣ Solicit feedback (on site or surveys) for qualitative information for improvements

‣ Seek out the negative information and fix it

Retention Brainstorm

APPENDIX 1

‣ Exit pops?

‣ Facebook fan-based promotions?

‣ Leveraging your data

‣ Full use of email as a rev stream

‣ Offline marketing using data

‣ Do you generate calls you can monetize?

Ancillary Rev Brainstorm

APPENDIX 2

‣ SEO

‣ Email Capture and Remarketing

‣ Social Media Brand Extension

‣ YouTube Brand Extension

‣ Webinars, White papers, Content behind Email Submission Walls

‣ Infographics – via Slide Share

‣ Name Barter/List Swaps

‣ Industry Expert Interviews

‣ Infiltrate communities and commit random acts of kindness

‣ Speaking at Conferences

‣ Retargeting

‣ Guest Write on Blog or Newsletter

‣ Directory Listings

‣ HARO – Email List

Growth Hacking Tactics