#WMTC18: How Content Marketing can Grow your Winery/Hospitality Business

Have you ever wanted a guaranteed engagement model for your marketing? Have you ever wished you had the resources to tell your story – in your own way – to your audiences? Native advertising is the solution to all of this. Learn how you can create a turnkey solution with a sophisticated distribution strategy that is centered around creative excellence and hands-on service.

Session presented by Alison Pfaff, Hearst Newspapers Wine and Hospitality Division

Transcript

1. Empowering brands to tell their stories.
2. All mocks are directional and for placement only. Subject to change. Content Marketing 101 Generating Results: - Choosing a Partner. - The Messaging. - The Targeting. - The Reporting. Questions AGENDA.
3. CONTENT MARKETING 101.
4. All mocks are directional and for placement only. Subject to change. Sponsored content Content Marketing Native Advertising Advertorials Paid Content Branded Content A FISH BY ANY OTHER NAME.
5. All mocks are directional and for placement only. Subject to change. 1893 1953 2016 1987 WHAT IS CONTENT MARKETING? It is a form of advertising that is about 150 years old. It is paid for by advertisers and produced to look like news.
6. WHAT IS CUSTOM CONTENT? Overview - A custom story is a canvas for brands partners to tell their story. - Typically stories live on a dedicated page within a publishers site housing your brand’s content. - Stories are created in the same look, feel, and tone as the editorial that the story is embedded allowing you brands message to be seamlessly integrated across the platform.
7. Banner blindness Low engagement Customer demands Ad blockers Budgets WHY CONTENT MARKETING? Spending on direct digital media is down and native advertising is soaring as marketers and digital media publishers realize the benefits.
8. MARKET FACTS. Spending on native advertising is soaring as marketers and digital media publishers realize the benefits. Native is one of the hottest topics in digital media, and advertisers and publishers are taking notice. By creating advertisements that are in the same format as the content audiences are there to consume, marketers provide a much less disruptive advertising experience. Spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013
9. WHY STORYTELLING? - Produce experiences - Reveal what makes your message unique - Build relationships with your target audience - Shape information into meaning - Motivate an audience toward your goal - Stories are more likely to be shared and less likely to be resisted than traditional advertising - Establish your brand as a thought leader
10. GENERATING RESULTS: CHOOSING A PARTNER
11. CONTENT MARKETING LANDSCAPE.
12. IT’S COMPLICATED. Confusion. Sometimes client’s are unsure of the best direction to take their content marketing initiatives don’t know what they want. They are tired. They’ve been burned. They want to settle down. With one (or fewer) partners. And they want those partners to fill all their need marketing needs. Swimming with too many fish. It’s a busy sea and each fish has something different to offer. They are selective. They know there are few ”turn- key” solutions in the market that truly offer it all and want to commit to the right one. Headed home. A lot of brands are coming “home” to the local operating company level and finding that what they wanted was there all along. The content marketing space is crowded which makes choosing the right partner critical.
13. WHAT WE’VE HEARD. They want to know what they're getting into: • How many people are actually going to read my story? How do I know if they are reading it? They want to find the one. • A trusted partner that can provide a full suite of advertising solutions that work. They want to be able to show you off. • “Content is king.” A buzzy phrase, but true. • Our partners want to provide their consumers with useful information. • They need content for their websites, social, etc. They want a real connection. • Looking for a way to stand out and find a way to connect with consumers in a “real” way. They want to be loved. • They want to be respected and taken care of and know when push comes to shove you have their back. ”We want a simplified solution that serves our every need.”
14. EVALUATING PARTNERS. Are they content creators? Do they tell stories and create content that resonates with your target audience. How do they qualify their content strategy? Do they audience insights to create content that will help you reach your goal? Do they offer a turn-key experience? The best performing custom content includes creation, distribution, promotion, analytics, and optimization.
15. CUSTOM CONTENT EXAMPLE. One environment to create an immersive brand experience that will resonate with the target. Stylized in the look and feel of our editorial platforms. Visual story telling elements: Slideshows, Videos, Images, Infographics, Long form video Related content to deepen brand relationship Interactive elements to engage reader: Social feeds, live polls, RSS feeds, booking modules
16. GENERATING RESULTS: THE MESSAGE
17. DIFFERENT WAYS TO TELL YOUR STORY. Publisher Creates. Create custom content based on client’s goals/messaging. Client Creates. Use your brand assets to create your story. Both Create. A combination of brand assets and custom created assets.
18. YOUR STORY.
19. LIFESTYLE.
20. EVENTS AND SEASONALITY.
21. THE ACTIVITIES AND AREA.
22. GENERATING RESULTS: THE DISTRIBUTION.
23. ENGAGEMENTS VS. IMPRESSIONS They go together like peas and carrots. Impressions are the unit of measurement in which the promotional placements are served. They track the number of times a promotional placement was served to the desired audience. Impressions can be delivered many different ways to reach your target audience. Ex: DMA, Gender, Device, etc. An engagement is an action taken by the desired reader that arrives at your story. Engagements can be defined many ways: View, Time Spent, Click, Share, Scroll Depth, Video Views, etc. Engagements gather insights about your target audience . Impressions Engagements
24. BENEFITS OF ENGAGEMENT. Engagements analyze the audience you are interested in. These are the readers that saw your brand or your story and clicked to learn more. Most importantly, they track how your target audience responds to your content providing valuable insights on both message and creative.
25. SOCIAL PLATFORMS NATIVE + CONTENT DISCOVERY PUBLISHERS WAYS TO DISTIBUTE YOUR STORY. Leverage premium inventory, proprietary data, and optimization technology across all platforms will help you maximize engagement.
26. LOCATION, LOCATION, LOCATION. Reach your consumers with a regional voice, nationally. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 40 37 39 38 41 42 43 44 45 46 47 48 49 50 51 52 53 54 BROADCAST STATIONS NEWSPAPERS Broadcast Stations 1. KCCI-TV Des Moines, Iowa 2. KCRA-TV Sacramento/Stockton/ Modesto, CA 3. KCWE-TV Kansas City, MO 4. KETV Omaha, NE 5. KHBS-TV/KHOG-TV Fort Smith/ Fayetteville, AR 6. KMBC-TV Kansas City, MO 7. KOAT-TV Albuquerque, NM 8. KOCO-TV Oklahoma City, OK 9. KQCA-TV Sacramento/Stockton/ Modesto, CA 10.KSBW-TV Monterey-Salinas, CA 11.WAPT-TV Jackson, MS 12.WBAL-TV Baltimore, MD 13.WCVB-TV Boston, MA 14.WDSU-TV New Orleans, LA 15.WESH-TV Orlando, FL 16.WGAL-TV Lancaster, PA 17.WISN-TV Milwaukee, WI 18.WJCL-TV Savannah, GA 19.WKCF-TV Orlando, FL 20.WLKY-TV Louisville, KY 21.WLWT-TV Cincinnati, OH 22.WMOR-TV Tampa-St. Petersburg, FL 23.WMTW-TV Portland-Auburn, ME 24.WMUR-TV Manchester, NH 25.WPBF-TV West Palm Beach, FL 26.WPTZ-TV/WNNE-TV Burlington, VT/ Plattsburgh, NY 27.WTAE-TV Pittsburgh, PA 28.WVTM-TV Birmingham, AL 29.WXII-TV Greensboro/Winston-Salem, NC 30.WYFF-TV Greenville-Spartanburg, SC Newspapers 31.SFGATE San Francisco, CA 32.SF Chronicle San Francisco, CA 33.Houston Chronicle Houston, TX 34.Times Union Albany, NY 35.San Antonio Express San Antonio, TX 36.Beaumont Enterprises Beaumont, TX 37.Connecticut Post Fairfield, CT 38.Stamford Advocate Stamford, CT 39.Greenwich Times Greenwich, CT 40.CT News Times Fairfield, CT 41.Seattle PI Seattle, WA 42.Edwardsville Intelligencer Edwardsville, IL 43.The Hour Norwalk CT 44.Huron Daily Tribune Bad Axe, MI 45.Laredo Morning Times Laredo, TX 46.Manistee News Advocate Manistee, MI 47.The Middletown Press Middletown, CT 48.Midland Daily News Midland, MI 49.Midland Reporter-Telegram Midland, TX 50.New Haven Register New Haven, CT 51.The News-Times Danbury, CT 52.Plainview Daily Herald Plainview, TX 53.The Pioneer Big Rapids, MI 54.The Register Citizen Torrington, CT
27. Additional branding improves brand recall. Source: Nativo, 2017 CONTENT BRINGS NEW OPPORTUNITY.
28. A FEW OF THOSE OPPORTUNITIES. Content marketing is typically one part of an overall media buy. INTENT INTEREST Audience Building Capture readers that have engaged with your story and re-target them in the future. Geo-Fence Targeting Targeting based on your location and your competitor’s locations Facebook • Facebook Demographic • Facebook Behavioral Dedicated Email Distribute your custom story through dedicated email blasts tailored to align with your brand’starget audience.. Keyword-Level Contextual Targeting content with terms relevant to your industry. Category Contextual Targeting on sites with content relevant to your industry. IP Targeting Targeting users by the location of their IP address. Site Retargeting Targeting users who have previously visited your website as they surf the web.
29. GENERATING RESULTS: THE REPORTING.
30. KNOW YOUR READERS. Device Breakout 74% of readers were on a mobile phone 22% of readers were on a desktop computer 4% of readers were on a tablet Gender Breakout 54% of readers were male 46% of readers were female Geo Breakout Sacramento 53% Roseville 4% Stockton 18% Tracy 3% Elk Grove 7% Rocklin: 3% Vacaville: 3% Yuba City: 2% Lincoln: 1% Chico: 1% Fair Oaks: 1% Davis: 0.7% Extended Geo
31. REPORTING.
32. 70% Of consumers prefer to learn about product through content. 53% Increase of consumers intent to purchase with native advertising 82% Brand lift attributed to native advertising Source: Copyright 2014 Sharethrough, Inc. All rights reserved. eMarketer November 2013; MDG Advertising, IPG Mdia Lab, Dedicated Media; March, 2015 AdWeek StoryStudio Success Metrics Average time spent on story pages is 4:11. That’s 3X higher than the industry standard. The average scroll depth is 73%, which is 2X% higher than the Moat benchmark. An average scroll velocity of 85 pixels per second means our audience is spending quality time with our brand partners. BENCHMARKS.
33. THE CHECKLIST. Original Content: Creation and ownership. Cost Efficient: Products should priced for market/vertical and can scale where needed. Full Service: Assess your internal bandwidth to make sure you are getting the right service from the right partner. The Platform: Flexibility and visibility. Full Transparency: Reporting analytics. Turn-key and fully managed: Content and promotion. Scalable: Content marketing initiatives should be scalable to the desired audience or location.
34. THANK YOU HEARST BAY AREA WINE + HOSPITALITY DIVISION ADAM WALLACE Senior Marketing Consultant Napa, Sacramento, Santa Cruz Monterey, San Luis Obispo County, Santa Barbara County, California Central Valley, Central Coast CA, Washington, Finger Lakes, Southern U.S. HEATHER ELLIOTT Senior Marketing Consultant Sonoma County, Mendocino Yolo, Palm Springs, Temecula, Shasta + Northern California Gold Country, Oregon, Texas, San Francisco Chronicle Wine Competition