Download Digital Marketing Landscape - Anthem Marketing Solutions

Spring 2014
Digital Marketing
Landscape:
Content
Marketing/Native
Advertising
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Introduction
Keeping up with digital marketing concepts and technologies can be an overwhelming task for most
marketers, as the landscape continually evolves and players shift. Numerous attempts have been made
to make sense of display ad technology, social media, mobile marketing, and other major sectors of the
broader digital ecosystem, including from the IAB and other industry organizations. But the most
popular are a series of charts called LUMAscapes.
LUMAscapes provide a visual tool to help organize the multitude of players and specializations involved
in digital marketing. They have been described as “the most recognizable and easily referencable maps
of who’s involved in the buying and selling of ad inventory, be it display, search, social, video, mobile,
etc.”1 LUMAscapes are produced by a technology-focused investment bank, LUMA Partners, selfdescribed as “a strategic advisory firm focused at the intersection of media and technology”.2 Over
1,700,000 views and downloads suggests there’s a need for this kind of information. Our clients love
these things, because they provide a quick snapshot of the landscape and help them better understand
each space.
We thought, however, that they could be made even more valuable if they went a step further and
included a detailed description of each of the categories they defined, and defined linkages between the
categories. Marketers, after all, remain marketers, not technologists. So what we’ve attempted to do
with this series of documents is to gather the best descriptions we could find rather than trying to
develop wholly original material. Following is our attempt to aggregate more detail around the
content marketing and native advertising landscape.
How to Use This Document
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As a general overview to provide top-line explanations and sharpen your general understanding
of the content marketing/native advertising ecosystem
To build shared definitions of industry jargon and common terminology
As a reference guide for specific areas of need
To identify the major players in various facets of content marketing at a point in time
To inform you of external agencies and service providers and related resources
* * * * *
We hope you find this as useful as we have inside our organization, in helping to
educate our team and our clients, and to inform our activities in content marketing.
John Keenan
CEO/Managing Partner
[email protected]
(312) 441-0385
Sarah Good
Director, Business Development
[email protected]
(312) 441-0382
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
The Content Marketing/Native LUMAscape3
Basic Concepts
Content Marketing
Content marketing is any marketing format that involves the creation and sharing of media and
publishing content in order to acquire customers. This information can be presented in a variety of
formats, including news, video, white papers, e-books, infographics, case studies, how-to guides,
question and answer articles, photos, etc.
Content marketing creates interest in a product through educational or informative material. Successful
content marketing relies on providing "consistent, high-quality content that solves people's problems".4
Native Advertising
Native advertising is an online advertising method in which the advertiser attempts to gain attention by
providing content in the context of the user's experience. Native ad formats match both the form and
the function of the user experience in which it is placed. The advertiser's intent is to make the paid
advertising feel less intrusive and thus increase the likelihood users will click on it.
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
One form of native advertising, publisher-produced brand content, is similar in concept to a traditional
advertorial, which is a paid placement attempting to look like an article. A native ad tends to be less
obviously an ad than most advertorials.
Formats for native advertising include promoted videos, images, articles, music and other media.
Examples of the technique include Search advertising (ads appearing alongside search results are native
to the search experience) and Twitter with promoted Tweets, trends and people. Other examples
include Facebook's promoted stories or Tumblr's promoted posts. Content marketing is another form of
native advertising, placing sponsor-funded content alongside editorial content or showing "other
content you might be interested in" which is sponsored by a marketer alongside editorial
recommendations.
The types of platforms and websites that participate in native advertising can be split into two
categories, “open” and “closed” platforms:
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Closed platforms are brands creating profiles and/or content within a platform, then promoting
that content within the confines of that same closed platform. Examples include Promoted
Tweets on Twitter, Sponsored Stories on Facebook, City, Vivas and TrueView Video Ads on
YouTube.
Open platforms are defined by promoting the same piece of branded content across multiple
platforms within native ad formats. Unlike closed platforms, the branded content asset lives
outside the platform.
Hybrid platforms allow publishers to install a private marketplace, while having the option to allow
advertisers from other platforms to bid on inventory programmatically through RTB (real-time bidding).5
At present, six types of ad units are most commonly deployed to achieve native objectives.
 In-Feed Units – appear in a publisher’s normal content well
 Paid Search Units – typically found above organic search results, look exactly like the
surrounding results (with the exception of disclosure aspects)
 Recommendation Widgets – an ad or paid content link is delivered via a “widget” integrated into
the main well of the page, and does not mimic the appearance of the editorial content feed
 Promoted Listings - found on sites that typically do not have a traditional editorial content well,
designed to fit seamlessly into the browsing experience, presented to look identical to the
products or services offered on a given site
 In-Ad with Native Element Units - placed outside of the editorial well, contains contextually
relevant content within the ad
 Custom/”Can’t Be Contained” – native advertising units that do not fit neatly into one of the
other defined groups
When evaluating native advertising options, marketers should ask six core questions to ensure that a
unit will meet the brand’s objectives:
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
1. FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or
not in-stream?
2. FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does
it deliver the same type of content experience, e.g., a video on a video page or story among
stories, or is it different?
3. INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content?
Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
4. BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or
will it be delivered across a network of sites? What type of targeting is available?
5. MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely
to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or
bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
6. DISCLOSURE – Is the disclosure clear and prominent?6
Content Marketing Agency
An advertising agency is a service business dedicated to
creating, planning, and handling advertising (and
sometimes other forms of promotion) for its clients. An
ad agency is independent from the client and provides an
outside point of view to the effort of selling the client's
products or services. An agency can also handle overall
marketing and branding strategies and sales promotions
for its clients.7 A digital agency can be defined as a
company that provides creative, strategic and technical
development of screen-based products and services.8 A
content marketing agency helps companies build
relationships with their customers through strategic
content channels both online and offline.9
10
Vertically Integrated Network
Horizontal content strategy is concerned about a holistic, enterprise-wide approach to content. It covers
everything from ‘about us’ to products and solutions to thought leadership; from promotional offers to
after-sales technical support to contacts and addresses, community and everything in between.
Horizontal content strategy seeks to ensure that every part contributes to a wider, consistent whole.
This whole is most fully manifested in the enterprise website. In fact, in most companies, it’s really the
only outlet that addresses this scope of content, especially if you’re in a reasonably large company.
Vertical content strategy is also a holistic approach to content, but on a more granular level. It takes one
part of that whole – a section, a specific topic, a content type – and delves into it across not only
channels (websites, social media channels, print, events, etc.) but possibly a wider spectrum of
audiences as well (particularly audiences within firewalls like internal sales or channel partners).11
A vertically integrated network supports creation and distribution of narrowly-focused content across a
wide range of channels.
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Content Management
A content management platform is designed to handle all aspects of a marketer's social media activity,
focusing on producing and sharing a lot of content very quickly, on many evolving platforms, in a way
that's "on message," and "brand safe," that won't get them in legal troubles or cause outrage among
customers. Brands are in a constant state of planning, sourcing, creating, publishing, engaging and
measuring content.
Content management platforms offer tools like a
calendar for planning, a library for sourcing and licensing
photos, an image editor, a longform writing editor,
collaboration tools, a system of approvals, a way to get
proper legal permission to republish user-generated
photos, and analytics to measure the performance of a
piece of content.13
12
Content Management Tools
Tools are essential for ensuring quality, consistency and enabling scale when it comes to just about any
kind of digital marketing. Content Marketing is no different.14 These include:
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Persona Development
Editorial Planning
Content Discovery & Ideas
Content Creation & Curation
Content Amplification/Marketing & Distribution
Measurement15
16
AI Content Creation
Artificial intelligence can be used to turn structured data into intelligent comments and
recommendations in natural language.17 Computer algorithms analyze a set of numbers to generate a
narrative, making the data intelligible and easy to decipher, digest and use quickly.18 These tools extract
and organize key facts and insights and transform them into stories.19
20
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Content Outsourcing
Outsourcing is a practice used by different companies to reduce costs by transferring portions of work to
outside suppliers rather than completing it internally. Outsourcing is an effective cost-saving strategy
when used properly. It is sometimes more affordable to purchase a good from companies with
comparative advantages than it is to produce the good internally.21 Content outsourcing platforms
streamline and automate every step of the content creation and publishing process.22
23
Advantages of content outsourcing include:
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Saves Money On Employee Benefits, Seasonal work, And Specific Projects
Saves Time With Fast Turnaround And Multitasking
Takes Advantage Of Others’ Expertise
Maintains Your Enthusiasm
Gets Better Results For Your Investment
Introduces Best Practices, Standardization, And Consistency
Strengthens Your Content Marketing Strategy
Gains A Trusted Content Marketing Partner
Shares And Promotes Your Content With Greater Reach
Creates A Wide Range Of Content Types
Content Curation
Content curation is the gathering, organizing and online presentation of content related to a particular
theme or topic. As a rule, a content curation site reproduces some of the original content and links to
the full entry. Some content curation sites also provide original content, interpretation and
commentary.24 It can take the form of an RSS feed, links posted on blogs, social media feeds, or an
online news mashup. There are no limits when it comes to the types of content either. Videos, articles,
pictures, songs, or any piece of online digital content that can be shared can be curated.25
26
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Content Recommendations
Recommendation engines, otherwise known as recommender systems, suggest content based on
previous behavior or purchases. Such systems typically use one of two approaches: Collaborative
filtering creates a predictive model based on a user's previous interactions such as products purchased
or viewed. Content-based filtering looks at content or item characteristics and suggests content with
similar elements.
Recommendation engines attempt to discover and apply patterns in data by learning consumers'
preferences and adapting brand experiences to their needs or interests. However, a personalization
platform can go beyond simply recommending content and advertising. Pioneering data scientists today
are powering a new set of consumer use cases that enhance the media viewing experience. For
instance, by integrating external data feeds from metadata providers and product review services, the
recommender can call related content to appear on a tablet or other device alongside or during a
viewing experience. When performed correctly, such personalization tactics drive higher engagement,
increased conversions and greater brand loyalty.27
28
Content Planning & Amplification
Content amplification increases the value of your content and reaches the largest audience possible by
promoting it on channels where potential customers are already engaged.29 It is often referred to as
“paid organic” and “sponsored social”, referring to the process of attracting site traffic, social shares,
and links to your content through paid promotion on social channels.30 Content amplification can be
done in various ways, including:
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31
Brand-owned assets: The easiest and most immediate way
to amplify your content is through brand-owned assets. This
includes sharing content on your website, blog, related
microsites, social media and e-newsletters.
Outreach: Developing relationships with reputed bloggers
and influencers or building networks with industry partner
sites and online media is another way of amplifying content
and growing your brand reach and readership.
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
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Recommendation Platforms: recommend articles (through an algorithm to identify what content the
reader is most likely to consume and engage with) to relevant audiences across a range of
established media and publisher sites.
Paid social media amplification: advertising on social media; the most successful social media
amplification will always consider the nature of the content, the target audience and the platforms
that will best communicate this.32
Promoted Listings
A promoted listing is a form of paid media where
the ad experience follows the natural form and
function of the user experience in which it is
placed33, typically on sites that do not have a
traditional editorial content well, designed to fit
seamlessly into the browsing experience,
presented to look identical to the products or
services offered on a given site. This functionality
is often offered as part of a broader marketing
automation or performance marketing service.
34
Content Analytics/Intelligence
Content analytics is the act of applying business intelligence (BI) and business analytics (BA) practices to
digital content. Companies use content analytics software to provide visibility into the amount of
content that is being created, the nature of that content and how it is used.
A company produces two types of content: structured and unstructured. Structured content resides in a
database. Unstructured content can be found throughout the business. It can be text-based, as in the
case of emails, office documents and Web documents -- or non-text-based, such as voice, images or
video. Content analytics software uses natural language queries, trends analysis, contextual discovery
and predictive analytics to uncover patterns and trends across a company’s unstructured content.
35
The goal of content analysis is to gain new insights for
improved decision-making. For example, a pattern in
unstructured content may explain a trend in structured data,
or vice versa. Content analytics can also help companies
better manage information lifecycle management (ILM)
chains by creating relevant cost and consumption metrics.
With business metrics in place, companies can identify which
digital content is most value and adjust their investments in
storage and future analytics accordingly.36
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Native Ad Platforms: Exchanges
Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media
advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the
historical approach of negotiating price on media inventory.37 A native ad exchange is a technology
platform that can help brands buy native ads in an automated fashion, at scale.38
39
Native Ad Platforms: In-Feed
Native-feed insertion companies let marketers place content right in the organic areas of the website, in
the feed or on the main page of a site.40
41
Native Ad Platforms: App Integration
Think of native advertising as content that is so well integrated into your app with customized design,
relevant content and rewarding initiatives that it becomes a natural and valued part of the overall app
experience. Users quickly learn to ignore ads. Effective native advertising breaks through the noise and
draws interest to the content. The more the ad feels like an extension of the app experience, the harder
it is to ignore.42
43
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Native Ad Platforms: Branded Video
Native video advertising is any paid placement of a video ad such that it slides into the natural, or native,
user experience on a site, versus interruptive like a pre- or mid-roll in-stream ad. Native video ad
platforms help brands distribute their sponsored video content across a range of Web sites and mobile
apps.44
45
Publishers: Early Adopters
Web publishing, or "online publishing," is the process of
publishing content on the Internet. It includes creating and
uploading websites, updating webpages, and posting blogs
online. The published content may include text, images,
videos, and other types of media.46 Early adopters are wellestablished sites that may be the online sibling of an offline
publication, or an online-only content source.
47
Publishers: Mobile First
The phrase “mobile first” has been used to refer to
anything from responsive design, to bigger images, to less
clutter, to short-form content. It can mean a focus on
video or a focus on social. What publishers usually mean
by “mobile first” is that they’re catering to mobile
audiences – their site has been built in responsive design
and primarily for smartphones and tablets.48
49
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Publishers: Video
A video publishing and management platform is a complex software system used to create, edit, host,
play, manage, organize, publish, stream and distribute online video according to consistent rules. Video
publishing and management platforms are frequently used for storing, controlling, versioning,
publishing and distributing video assets of all types. The digital video content managed may include
videos, pictures, ads, metadata and other Web content. A video publishing and management platform
may support the following features:
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identification of all key users and their video
management roles;
the ability to assign roles and responsibilities to
different video content categories or types;
the ability to track, email, embed, edit, resize, stream
and distribute multiple videos;
the ability to publish video content in various formats
and video players
the ability to add advertising overlays, various types of
Web content and track statistics of video usage50
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Publishers: Commerce
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E-commerce sites are taking steps to reduce thin, low-value pages and to
improve the overall quality of their content. This, plus the increasing
popularity of content marketing as a tactic, has many non-publishers
essentially getting into the publishing business. From a user and
searcher perspective, this means the traditional dividing lines between
editorial and commercial sites are increasingly blurred.53
Publishers: Brands as Publishers
The explosion in social media has created a more intense competitive
landscape for brands trying to squeeze their way into a user's various social
feeds. The competition in those environments isn't with other brands,
though, it's among a user's friends. Social publishers are making the case
that forcing brands to act as publishers – with sponsored posts with brandcreated content – creates a more successful product.54
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Seven key steps to creating a successful brand publishing strategy:
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Manage content as an asset.
Have meaningful, useful content for each audience, positioned at each point in the new
customer journey. Since most brands serve more than one kind of customer, content needs be
created with the different goals of each in mind.
Be fast: able to create and publish new content in a day or a week.
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
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Attract and retain the best creative talent. Creating great content requires a great creative
team. The kinds of creative talent needed now are not necessarily the usual corporate
marketing types.
Test, learn, iterate, and publish at an ongoing pace. Content creation, like other digital
endeavors, requires optimization.
Align the content strategy with the overall mission. Brands should first step back and assess how
the content strategy aligns with overall business objectives. Content should support the overall
mission of the company and serve users. All subsequent decisions—about tools, partners, and
technologies—will flow subsequently from this foundational content strategy.
Shift measurement approach from advertising to publishing metrics. For a brand to effectively
act like a publisher, measurement also needs to change. Measurement metrics should align with
the overall strategy and objectives. Determining the Key Performance Indicators (KPIs) in the
early planning stages will help align metrics to understand what kind of content resonates with
users and what doesn’t.56
Social Marketing Management
Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as
a marketing tool. The goal of SMM is to produce content that users will share with their social network
to help a company increase brand exposure and broaden customer reach.57 Social Marketing
Management platforms provide a single interface to allow brands to manage their social media
marketing efforts.
The 8 Functions of Social Media Management Solutions:58
1. Monitoring.
2. Publishing. Managing social media almost implies publishing content to multiple places.
Publishing systems can be basic, but also feature rich, including things like editorial calendar
functionality, content libraries and sharing across departments or brands and the like.
3. Engagement. Engagement implies these systems need to make it easy for you to respond,
interact, comment and share with the networks you’re connected to in efficient and effective
ways.
4. Organizational Management. Social Media Management Solutions should provide at least
internal work flow functionality, allowing you to assign internal team members tasks, but
perhaps also governance and controls to ensure certain employees or stakeholders can access
only the social outposts and publishing channels in their responsibility set.
5. Lead & Conversion Tracking. There must be a business outcome from our social activities or
we’re not going to be allowed to participate in social much longer. Your SMMS provider should
plug into your current lead tracking system and delineate where your new social leads are
coming from.
6. Measurement. Strong SMMS vendors will tie website analytics, eCommerce/Lead Generation
metrics and social metrics together in a unified dashboard or report.
7. Customer Relationship Management. From simple audit trails of how many times and in what
context you have communicated with your company’s Facebook fans or Twitter followers to
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
more robust CRM integration where your customer database is infused with social contact
information and connectivity, CRM will continue to be the next big thing in this space.
8. Social Advertising Management. Social Media Management Solution providers should also
allow you to manage your advertising on those platforms in their interface.
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Social Advocate Platforms
Brand advocates promote and embody a brand’s values. They are different from influencers. Brand
advocates are typically satisfied customers who are committed to your company, your services or your
products. And when you're planning a product launch - or relaunch - they're an invaluable resource.
Brand advocates feed on engagement from your brand. Here's what you can do to encourage and retain
your brand advocates:
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Give shoppers extra incentives to make repeat purchases
Offer exclusive previews of products to make them feel 'in the know' and 'first to try'
Make it easy to share content through your chosen platforms
Provide customer service through social channels and forums
Recognize and give responsibility and/or accolades to your most trusted advocates
Harness your employees, their advocacy is often correlated to that of customers
Here's what you're looking to achieve in return:
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Positive reviews which increase ratings and give your SEO a boost
Real customer stories and experiences which boost your brand's reputation
Facebook comments and tweets that drive word of mouth
Increased engagement with photos and videos
FAQ support in your service channels
Defense of your brand in the event of a crisis60
A well-designed advocate marketing program has five core components:
1. The advocate marketing plan. This is a strategic plan that specifies the program’s objectives,
process, organization, technology and metrics. It’s a living document that can be updated as you
learn more about who your advocates are and what they want.
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
2. The advocate marketing process. The advocate marketing process defines how you recruit, engage
and recognize your advocates. It also includes recommendations on how to plan and analyze
advocacy efforts. The steps can vary – what’s important is that there is a standard process so that
the program can scale.
3. The advocate marketing organization. Advocate marketing is not a people-intensive effort. In fact,
the advocate marketing organization really only needs two people: an executive sponsor (typically
the CMO) and a functional owner of advocate marketing (the Advocate Marketing Manager).
There’s a good chance that your Advocate Marketing Manager already exists somewhere within
your company, either in a community management or customer marketing capacity. They should be
creative communicators who can also plan strategically with the help of their executive sponsor and
analyze the results of their work.
4. Supporting technology. Technology can act as a “force multiplier” for the program. Some
companies may use email, spreadsheets or a CRM application (or a combination of all three), but
others will want a dedicated application or platform that allows a single marketer to organize,
communicate with and mobilize advocates at scale.
5. Advocate marketing metrics. You should measure your program to determine its business impact.
Use a combination of tactical metrics, like the number of advocates currently engaged in the
program, as well as strategic metrics that show how the program impacts your company, like
revenue sourced and influenced by advocacy.61
It’s important to manage a brand
advocacy program with technology
built specifically for advocate
marketing – a single application that
allows you to organize, communicate
with and mobilize your brand
advocates. Such an application
provides brand advocates with a
resource they can use to obtain
important information. They can go
into the platform and find out what
asks you currently have, see how
they’re scoring and view what
messages you’re sending out.
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Along with managing advocates, a platform can also help you optimize your program. The system can
report on which asks were the most successful, track advocate activity and performance and highlight
areas for improvement. Importantly, these platforms also integrate with your other sales and marketing
applications. This is essential to accurately measure the sales and marketing results of your advocate
marketing program.
By using a platform built primarily for advocate marketing and implementing best practices for
identifying and converting satisfied customers, you can start to build your own army of brand
advocates.63
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
In-Feed Advertising Platforms
Recently there has been a paradigm shift to mobile-first, feed-based web design for modern content
publishers. In-feed advertising is the primary ad model for every single major closed platform (Facebook
Twitter, LinkedIn, Instagram, Yahoo, Buzzfeed, etc). An in-feed ad exchange provides a software
platform that programmatically connects brand video and editorial content with in-feed, native ads on
premium publisher sites, enabling publishers to monetize their sites with natively-integrated, premium
brand content, beyond standard ads. Previously, ad exchanges had been built to serve static banners or
videos into fixed positions, but an in-feed ad exchange automatically adapts a brand’s content to the
native form and function of each individual site into which it is served.64
65
Social Networks
A social networking service is a platform to build social networks or social relations among people who,
share interests, activities, backgrounds or real-life connections. A social network service consists of a
representation of each user (often a profile), his social links, and a variety of additional services. Most
social network services are web-based and provide means for users to interact over the Internet, such as
e-mail and instant messaging. Social networking sites allow users to share ideas, pictures, posts,
activities, events, interests with people in their network.66
67
Search
A search engine is a tool for finding information, especially on the Internet or World Wide Web. Search
engines are essentially massive databases that cover wide swaths of the Internet. Most consist of three
parts: at least one program, called a spider, crawler, or bot, which “crawls” through the Internet
gathering information; a database, which stores the gathered information; and a search tool, with which
users search through the database by typing in keywords describing the information desired (usually at a
Web site dedicated to the search engine). Increasingly, metasearch engines, which search a subset
(usually 10 or so) of the huge number of search engines and then compile and index the results, are
being used.68
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
If you are trying to grow your qualified search traffic,
you have to combine your content marketing with your
search engine optimization (SEO) efforts. Running them
as separate campaigns isn’t going to provide you with
as big of a traffic increase as combining them into one
campaign will. Here are 7 smart ways to combine your
content marketing with your SEO efforts:
1. Create content that even Wikipedia would love
to link to
2. Write content based on keyword data
3. Create quality content before you aim for large
quantities
4. Don’t forget about FAQ’s
5. Target industry blogs for guest-posting
opportunities
6. Focus on indirect conversions
7. Don’t forget to cross-link69
Additionally, optimizing a web page for search visibility
involves a consideration of the following elements:
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Title tags and header tags
Meta tags
Image tags
Page URL
Text-to-code ratio
Duplicate page content
Slow page load time
Mobile friendliness70
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About Anthem Marketing Solutions
Anthem Marketing Solutions helps clients turn big data into smart growth. We are a data-driven
marketing agency that provides strategy and cutting-edge tools to solve challenges for today’s omnichannel marketer. Serving a broad range of industries, from casual dining to home services and B2B
product distribution, Anthem Marketing Solutions is one of the fastest growing companies in
America, according to Inc. Magazine's Annual Inc. 500|5000 rankings in 2012 and 2013.
Visit us online at www.AnthemEdge.com or, for more information email: [email protected]
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
Links
Content Marketing
Agencies
McMurray/TMG
Studio One
MSP-C
Vayner Media
Centerline Digital
Pace
D Custom
MXM
Time Inc. Content
Solutions
Content Recommendations
Outbrain
Taboola
Gravity
Contentad
Dianomi
Google+
nRelate
Reverb
Vertically Integrated
Network
Vox Media
SAY
Complex
Glam
Yummly
Reactor Media
Content Planning &
Amplification
One Spot
inPowered
Flite
Brandpoint
SnapApp
Movable Media
BetaOut
Papershare
Ultra Knowledge
Content
Management
News Cred
Percolate
Promoted Listing
Hooklogic
Rich Relevance
Triad Retail Media
Content
Management Tools
Kapost
Parse.ly
Persado
Rallyverse
Wochit
Inbound Writer
Content Flat
Content
Analytics/Intelligence
Kontera
TrackMaven
SimpleReach
AddThis
AI Content Creation
Narrative Science
Yseop
Contently
Content Outsourcing
Zemanta
Scripted
Servio
E Byline
Demand Media
Zerys
Skyword
Inklyo
Content Curation
Livefyre
Gumgum
Disqus
Solve Media
Luminate
Genesis Media
Versa
Vibrant
Native Ad Platforms:
Exchanges
MoPub
Bidtellect
Sharethrough
OpenX
Native Ad Platforms:
In-Feed
Nativo
Namomedia
YieldMo
Yahoo Gemini
AdTile
Adsnative
Publish2
Kargo
Distroscale
TripleLift
Polar
Native Ad Platforms:
App Integration
SponsorPay
Chartboost
NativeX
Kiip
AppSavvy
SupersonicAds
SessionM
Appsfire
TapJoy
Appia
Zumobi
Native Ad Platforms:
Branded Video
Visible Measures
Touchstorm
Unruly
Virool
Alphabird
Publishers: Early
Adopters
imgur
Hearst
BuzzFeed
Huffington Post
The Atlantic
Mashable
Business Insider
Forbes
NY Post
NY Times
Yahoo!
About.com
Publishers: Mobile First
The Weather Company
Quartz
Aviary
Rovio
Yelp
Circa
Foursquare
Pandora
Flipboard
Publishers: Video
YouTube
Vimeo
Gorilla Nation
Metacafe
Funny or Die
Publishers: Commerce
Wanelo
Fab
Fancy
Thrillist
Houzz
Publishers: Brands as
Publishers
Intel
GoPro
Red Bull
P&G
LUMA Partners
GE
HP
Social Marketing
Management
Spredfast
Shoutlet
Sprinklr
Votigo
ThisMoment
Hootsuite
Awareness Hub
MomentFeed
Hearsay
MutualMind
Epinion
Social Volt
Argyle Social
Viral Heat
Social Ware
Postling
engage121
Social Flow
Sprout Social
In-Feed Advertising
Platforms
Adapt.ly
Triggit
Shift
Unified
Nanigans
Brand Networks
Kinetic Social
Social Code
Involved Media
Ampush
77 Agency
Social Networks
LinkedIn
Facebook
Twitter
Tumblr
Instagram
Vine
Pinterest
Search
Google
AOL
Yahoo!
Bing
Kayak
Yelp
CitySearch
Yandex
Social Advocate
Platforms
Dynamic Signal
Social Chorus
Collective Bias
Crowd Tap
Influitive
Linqia
Ambassador
Twtmob
Amplifinity
Zuberance
Adly
FanCorps
Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com
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Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com