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1、EbookThe publishers ultimate guideto scaling a branded content programMaximizing performance to grow your revenue potentialBranded content for todays savvy advertiser1Rise above common challenges2The role of aggregated data in program scaling3Tap into your audience for better performance4Tap into yo

2、ur audience for better performance5How to optimize earned channels6How to optimize paid channels7Send your program flying high8ContentsBranded content for todays savvy advertiserCHAPTER 1Mike Rucker,Vice President of NBC News Brand Studio,joined NBC News Group in 2017 to establish a branded content

3、team for news.Instead of focusing on brand awareness like NBCUs other branded content studios,Rucker made performance his teams north star.Rucker recognized changes in the branded content industry since the early days of the advertorial.Branded or sponsored contentmedia that publishers create on a b

4、rands behalfis now a go-to for advertisers to increase brand awareness or engagement.40%Advertiser spending on branded content has a compound annual growth rate of 40 percent.Branded content for todays savvy advertiser(cont.)Branded content for todays savvy advertiserPublishers established in-house

5、branded content teams in response to increased demand.They benefited from increased ad revenue and foundthat the medium added value for readersunlike traditional ads.As NBC News Brand Studios team refined their campaign strategies and client experience,their business expanded.Thanks to new tools to

6、improve performance and efficiency,the team now runs 20 campaigns at a time on average.88%Today,branded content drives revenue for 88 percent of publishers.Yet the more ubiquitous branded content became,the more Rucker saw advertisers priorities and expectations shift.They wanted more tangibleresult

7、s from campaigns.Ruckers laser focus onnew industry norms and maximizing performancehas paid off.Shining the spotlight on ROI grew NBC News Brand Studios new and repeat business.But how can other publishers accomplish this with limited budgets and resources?20%NBC News Brand Studio saw repeat busine

8、ss grow 20 percent year over year.Learn how to succeed in a competitive marketThe branded content market has never been more competitive.Despite increased investment in the medium,publishers face challenges scaling programs.However,with the right tools and strategies,any publisher can maximize brand

9、ed content as a revenue stream and create a stand-out client experience.In this guide,youll learn how to:Overcome common challenges more effectivelyUse data to build a stronger programOptimize your campaign promotion channelsBranded content for todays savvy advertiser“Companies are savvyespecially o

10、n the B2B side.They know the campaign metrics they can get for their dollar,so expectations are increasing.Branded content studios need to step up to meet that need.”Mike RuckerVice PresidentNBC News Brand Studio1To meet the expectations of todays savvy advertisers and maximize revenue,branded conte

11、nt programs have to overcome five primary challenges.Rise above common challengesCHAPTER 2Delivering resultsPublishers must set realistic campaign benchmarks for advertisers,then meetor exceedthe promised ROI.2Increasing profitabilityWhen campaigns arent optimized,publishers spend more on ads than t

12、hey need tobumping up operating costs.At scale,branded content brings in less revenue overall.3Communicating with advertisersAdvertisers want to monitor campaign progress.Publishers spend valuable time each week fielding requests,manually sourcing data from multiple platforms,and building progress r

13、eports.4Pursuing suitable campaignsNot all advertisers or campaigns fit every publisher.Choosing the best opportunities sets the partnership up for success.5Navigating a fragmented media landscapeThe sheer number of placements can overwhelm advertisers and publishers alike.Advertisers may struggle t

14、o identify what they need,and publisher sales teams might not know what to recommend.If you overcome these obstacles,your program will become an even stronger revenue stream for your publication.However,you cant see whats working and whats not without precise data.The role of aggregated data in prog

15、ram scalingCHAPTER 3With the correct information,your team can make better-informed decisions that:Improve campaign performance Strengthen relationships with clientsFuel program growthIn-depth reporting helps solve every major challenge branded content programs face.However,campaign data is usually

16、spread across multiple platforms.Aggregating it into a centralized,usable format often needs to be done by hand,which means teams spend more time collecting data than putting it to good use.Reporting automation tools unify your data in one place,so your team has more time to focus on high-impact tas

17、ks to improve your program.Some of the worlds top publishers use automated data aggregation to streamline workflows and scale their programs.BDG Studios branded content team implemented this technology and saved 30 hours per week.However,saving time is only one of many arguments for aggregated repor

18、ting.The role of aggregated data in program scalingFocus on the proper channels with distribution metricsDistribution metrics are crucial for finding the right channels for your audience,specific types of campaigns,and more.Later chapters will teach you best practices for optimizing your campaign di

19、stribution channels.While these tips can serve as starting points,ultimately,you must experiment and look at the data to see what works best.Accessing these metrics in a single place allows you to refine your strategy without manually logging into each platform and pouring campaign metrics into a sp

20、readsheet.Guiding optimization strategiesOnly 10 percent of the content published online daily gets seencreating millions of missed opportunities.You hit dozens of roadblocks,such as fake ad impressions to low organic traffic,before the intended audience sees your content.Analytics help you navigate

21、 these challenges,so your content reaches the right readers while you spend less money getting it in front of them.When it comes to branded content measurement,distribution and content metrics must be considered separately:Distribution metrics are social and ad measurement KPIs that follow the users

22、 journey.This can include clicks,views,and engagements.Content metrics indicate how users interact with your content(the number of reads,average scrolling percentage,and time spent on the page).78%78 percent of all branded content traffic comes from referrals or social media.Tailoring campaigns for

23、engagement with content metricsObserving how users behave on the page uncovers valuable information about what resonates with your audience.When you study metrics across multiple campaigns,youll notice patterns that help you to design more compelling content.Many publishers look to Google Analytics

24、for on-page data.However,some tools have deeper content metrics that unveil even more valuable insights.With reporting automation tools,like Pressboard by ,you find metrics such as:Active time on pageScrolling depthClick-through rateEngaged read rate(10+seconds on page)These metrics also open a new

25、avenue for showing campaign effectiveness to advertisers.The role of aggregated data in program scalingYou analyze reader device usage across all your campaigns for the yearYou notice that most readers access your content on mobileYour team prioritizes mobile optimization by crafting content with sh

26、ort paragraphs,responsive imagery,and lower loading timesSiloed campaign data presents problems for communicating with advertisers.Creating campaign progress and wrap reports takes a lot of time.You must log in to many different platforms and manually pull data into spreadsheets.When all your campai

27、gn metrics are in one place,you can quickly respond to advertiser report requests and improve the client experience.Specific tools can even send responsive campaign dashboards directly to advertisers.Many top-tier publishers use automated data aggregation to strengthen advertiser relationships.Provi

28、ding more value to advertisers“When the team presents a campaign wrap report,the client often wants to dig into the data.Wed then have to get back to them and manually re-pull all the data.With aggregated reporting,we can address their questions live on the call in just a few clicks.Weve received a

29、lot of positive feedback from clients about this.”The role of aggregated data in program scaling75%When Outsides branded content team implemented this technology,it resulted in 75 percent faster reporting for advertisers.Alexis MannelloCampaign Performance ManagerOutside Inc.With aggregated campaign

30、 data,you may see macro trends across campaigns.Your audience may respond better to advertisers in specific verticals.Cost-per-read campaigns may perform better than their package rate counterparts.You can use these patterns to magnify the performance and profitability of each campaign by:Setting be

31、nchmarks.If you understand what to expect from campaign performance,you can set realistic expectations with advertisers.Making better recommendations.Tailoring campaigns and RFPs to specific advertisers gets easier when you know what campaign techniques work.Identifying high-value clients.With visib

32、ility into what resonates with your audience,youcan pursue the opportunities that giveyour publication the best returns.Making the most of your opportunities“With the time we saved on reporting,the team can build internal and external case studies to help people better understand our branded content

33、 offerings.We also started developing best practices to share with editors and with other teams within the business.”The role of aggregated data in program scalingVeronica StuartDirector of Campaign PerformanceThe TrustGaining these insights with manual data collection is nearly impossible for resou

34、rce-strapped publishers.You need the ability to compare and contrast metrics across campaigns easily.Tap into your audience for better performanceCHAPTER 4When advertisers pay for a campaign,theyre not just paying for content creationtheyre accessing your audience.A thoughtful content distribution p

35、lan gets content in front of more people,delivering results for advertisers.But branded content teams cant just deliver resultsthey must meet campaign goals while minimizing spending.To do this,you need to strengthen the effectiveness of each channel overall using data.Building a solid foundation of

36、 channels makes it easier to:Consistently meet campaign goalsMinimize program operating costs at scaleFuel audience-building efforts for your publication Tap into your audience for better performanceTap into your audience for better performance(cont.)Here are all the channels you must optimize to po

37、sition your program successfully.PaidEarnedThird-party channels where you pay to place your content in front of an audience.Display ads,Social media ads,Paid search,Boosted content,Content syndicationOwnedFree coverage of your content that other people produce.Shares,Reposts,Mentions,BacklinksChanne

38、ls that you fully control.Website,Native ads on your website,Email marketing,Organic socialGenerate buzz through paid promotionBuilding SEO equity increases traffic and virality potentialHow to optimize owned campaign channelsCHAPTER 5Owned channels expand the reach of branded content and achieve ca

39、mpaign goals without additional spending on ads.Enhancing owned channel performance may require extensive collaboration with other departments,such as editorial and social.This can generate goodwill with other departments and encourage teamwork in other areas.Discover how to use your owned channels

40、to their fullest potential.22.2%These properties can yield powerful results,with direct traffic accounting for 22.2 percent of users driven to branded content campaigns in 2022.Your website holds a captive audienceBranded content shines because your website is already a magnet for readers.However,wi

41、th native ads,your website can also serve as a distribution channel.These ads drive direct traffic at a low-cost,but many publishers still have room to optimize.Ads distributed through Nativo,a native advertising technology,averaged a 0.14 percent click-through rate for branded content campaigns in

42、2022.How to optimize owned campaign channelsNative ads match the form of your usual content while being clearly marked as advertising.For example,you place a link to your piece on yourhome page in line with other content.These ads drive direct traffic at a low-cost,butmany publishers still have room

43、 to optimize.53%Consumers look at native ads 53 percent more frequently than traditional display ads,making them useful for furthering your reach.Some ways to optimize your native ads include:Creating better native adsRelevanceNative ads typically perform best when they appear in a relevant context.

44、When you place them carefully,you put your content in front of a qualified audience.For example,a native ad for a natural foods store would likely perform well embedded into an organic recipe roundup.Placing the same ad in a cosmetics article may yield different results.TestingFollow ad performance

45、closely and see what works.Over time,compile your findings into a library of best practices.Testing data in your back pocket can also give you an edge when competing with other departments for valuable real estate on your website.How to optimize owned campaign channelsClarityNative ads capitalize on

46、 user trust,so you must do everything you can to maintain it.75%Seventy-five percent of consumers trust content and recommendations seen on an editorial environment.Fine-tune your copy so the ad doesnt masquerade as editorial content.No one likes feeling misled.21%21 percent more than those that tru

47、st user-generated content on social.TechnologySpecific tools can automate the position and optimization of native ads,maximizing the effectiveness of every placement.Integrating these tools into your stack ensures that your ads are relevant and allows you to glean the best data insights possible fro

48、m your audience.Creating better native ads(cont.)How to optimize owned campaign channels“Make sure your ad delivers on its promise once a user clicks through.Consumers often become disappointed when they click on a native ad that appears to be editorial and are then redirected to a company landing p

49、age.”Vitaly PecherskyCo-Founder and COOStackadaptThe Washington Post is one of a select few publishers that continues to see incredible levels of direct traffic.Nearly 50 percent of all desktop traffic they receive is direct.Elana Luppino,Operations Director at The Washington Posts WP BrandStudio,sh

50、ared her insights on maximizing native ad effectiveness for branded content.How The Washington Post makes branded content front page newsQ:How do readers feel about native ads and branded content on The Washington Post?A:We see high performance with our branded content and branded content advertisin

51、g promotions among readers.Due to the diversity of topics we cover and our native and high-quality approach to content experiences,our engagement metrics for branded content are comparable with those our analytics team sees for newsroom content.Our subscribers are often some of our most engaged read

52、ers.Q:How does The Washington Post use direct traffic to support its branded content programs?A:At least 75-80 percent of our traffic to branded content pages arrives from our onsite promotions targeted to our readers across The Washington Post platforms.Most of the remaining traffic comes from high

53、ly targeted social efforts,leveraging our wpbrandstudio handles to reach Washington Post followers across social platforms.Since we do not have to buy traffic like many of our competitors,we know our branded content initiatives are reaching our valued readers on behalf of our clients.How to optimize

54、 owned campaign channelsHow The Washington Post makes branded content front page news(cont.)How to optimize owned campaign channelsQ:Do you see any significant differences in audiences engagement quality based on how they found the branded content?Which distribution channels receive the highest leve

55、ls of engagement?A:This really depends on the content medium,topic,promotional strategy,and target audience.We generally expect to see our highest engagement metrics coming from readers arriving to content from native promotions on desktop devicesbut video engagement can be higher when we leverage s

56、elect social tactics.Highly interactive pieces find their most active audience among our readers on mobile devices.How to optimize owned campaign channelsQ:In what ways are you able to optimize the native ads on your website?Do you have any interesting tips you can share?A:We use our proprietary tar

57、geting technology,Zeus Insights,to target our readers based on first-party data on their consumption habits across The Washington Post platform.How The Washington Post makes branded content front page news(cont.)We also leverage A/B creative testing strategies across distribution tactics and platfor

58、ms,optimizing for the highest-performing creative,devices,andad units throughout the campaign.Organic social fuels your online presence The organic reach of social media content continues to decline thanks to constant algorithm changes.On Facebook,the average post reaches just 5.2 percent of its pot

59、ential audience.However,that doesnt mean organic social is useless to your campaign.Your owned social media presence:Increases brand awareness.Branded content helps build a publications brand on social media,keeping you top-of-mind for existing readers and providing an early touchpoint for new ones.

60、Connects with your audience.Nothing feels more direct or personal for a reader than asking a question in the comments and getting an immediate answer from your social media team.Creates authenticity.Your social media accounts open the conversation with readers,helping them form a deeper connection t

61、o your publication(andthe advertisers you promote).How to optimize owned campaign channelsNarcity is one of Canadas top digital publishers,covering a wide range of local topics like food and drinks,city events,travel,and lifestyle.As part of their multichannel approach to campaigns,Narcitys branded

62、content team uses the publications active social media presence to drive engagement and brand awareness for advertisers.Minnie Nguyen,Head of Branded Content Studio,described how the team maximizes the publications active social channels to deliver results.How Narcitys social presence takes campaign

63、s to the next levelHow to optimize owned campaign channelsQ:How did Narcity build such a large social media presence?A:Narcity has deep roots on social.The publication began as a Facebook group,with the MTL Blog edition,to share nightlife photos of Montreal.It then grew into a website,which housed l

64、isticles and similar content about activities in the city.Narcity has since expanded into other cities across North America.Because we started on Facebook,thats where our audience learned to find us.Q:How did Narcity build such a large social media presence?(cont.)A:Weve dabbled in many platforms ov

65、er the years,and this experimentation helped us create a huge ecosystem of distribution channels to reach our audience.Q:What are the social platforms that you usemost for campaigns?A:In keeping with Narcitys roots,Meta is still the principal social driver of on-site traffic for our campaigns.We lea

66、n on platforms like Twitter,Pinterest,and LinkedIn on a case-by-case basisdepending on what makes sense for aspecific campaign.We also incorporate emerging platforms like SnapChat and TikTok into our distribution strategies where appropriate.Q:How do you use organic vs paid reach on social media for

67、 campaigns?A:Organic remains crucial in our distribution strategy.We use organic as much as possible,then supplement with paid to hit our guaranteed KPIs.Most of our content naturally fits social.Its the type of information and stories people go to these platforms for.Social platforms also help us r

68、each our core audience,which tends to be millennials and gen z.However,some campaigns arent a perfect fit for us.For various reasons,the narrative or messaging advertisers want to convey might be more challenging.In those cases,we rely more on ad spend to reach the campaign KPIs.How Narcitys social

69、presence takes campaigns to the next level(cont.)How to optimize owned campaign channelsQ:Many publishers struggle with organic reach in todays“pay to play”environment.How doesNarcity make it work?A:The team puts a lot of attention into how we package our contentthe tone,title,imagery,messaging,etc.

70、When we stay close to our editorial directives,it makes branded content as attractive to readers as our organic pieces.Our goal is always to marry the clients objectives with our existing DNA.Q:What techniques do you use to ensure your content resonates?A:I coach my team to think“organic first.”Even

71、 though were in the advertising space,we need to consider the reader before anyone else.We only have a split second to get someones attention,especially on social.Everything needs to appeal to our readers in the exact same way that editorial content does.You havent achieved effective content if you

72、dont find a way to get your audience inside your story.You can get a certain number of eyeballs on a piece of content,but the advertiser is looking for true engagement.We need to build some kind of attribution between the user and the brand.Accomplishing that hinges on remaining faithful to your pub

73、lications DNA.How Narcitys social presence takes campaigns to the next level(cont.)How to optimize owned campaign channelsHow to optimize owned campaign channelsPublishers increasingly recognize e-newsletters as a powerful tool for increasing engagementand the stats show the benefits.E-newsletters o

74、ffer a direct line toengaged readers For branded content teams,e-newsletters offer an unrivaled opportunity to tap into a captive audience and bolster campaign performance.However,the content you include must be carefully curated so you can maintain the newsletters tone and trust with your audience.

75、Traffic from Voxs newsletter averaged 175 percent more time on the website than Facebook traffic175%Vanity Fairs newsletter readers consume 2x more content than other audiences2XNew York Times newsletter subscribers are twice as likely to become paid subscribers2XThe Rebooting is a B2B e-newsletter

76、that explores ways to build a sustainable media business.Brian Morrissey,former Editor-in-Chief at Digiday,founded the newsletter in 2020 and has grown his audience to over 16,000 subscribers.With over 20 years of experience writing about the media industry,Morrissey offers his insights into the imp

77、ortance of creating authentic newsletters that connect with audiences.What premium publishers can learn from The Rebootings approach to e-newslettersHow to optimize owned campaign channelsQ:What role does the newsletter play in a publishers channel mix?A:Newsletters have always been critically impor

78、tant in mediaespecially business media.Everywhere that Ive worked,we didnt focus on our unique visitors or pageview metrics.We focused on how many email subscribers we had and the subscribers depth of engagement.Many people,especially in B2B,are coming around to this way of thinking.How to optimize

79、owned campaign channelsQ:Why do you believe so many publishers are using newsletters more?A:Email newsletters provide a direct connection to your audience.It provides a lot of stability and resilience for your traffic because its a push medium vs a pull medium.You push content to people instead of w

80、aiting for them to find it.For example,SEO is a pull medium.Many pull mediums require you to produce content thats optimized for algorithms.The companies that create those algorithms change them based on their priorities and they dont explain how they work.Publishers often get caught in the crossfir

81、e.You have more ownership and control over your push mediums,which makes them more valuable.I noticed theres a more personal connection between the publisher and the audience with emailparticularly after I started The Rebooting.What premium publishers can learn from The Rebootings approach to e-news

82、letters(cont.)Q:How do you suggest publishers develop a personal connection with their audience?A:When an email comes from a person,it will perform better.If its done well,it should read more like a personal message.The best email newsletters are written like emails from friends or familynot an emai

83、l with a bunch of ads like youd receive from a retailer.Though there are different types of email newsletters,the most powerful ones feel personal.Theres a depth of engagement and connectivity that doesnt really exist in a lot of other publishing formats.People write long emails back to me sometimes

84、,which is great.Many publishers still have a traditional approach to newsletters.They have heavy institutional brands and dont emphasize individual writers or personalities.However,many newer publishers are trying tofind a place on that institutional-to-individual continuum.They want the benefits of

85、 an overarching brand but also take advantage of that human connection.What premium publishers can learn from The Rebootings approach to e-newsletters(cont.)How to optimize owned campaign channelsQ:How do you balance that sense of authenticity and personalization with newsletter advertising?A:Curate

86、 your advertising partners thoughtfully.Not everyone who offers to advertise is a good fit for your newsletterand that tension is part of what makes publishing a difficult business.If an advertising partner doesnt align with the publications mission,its glaring.It erodes trust between publishers and

87、 their audiences.The ad format also needs to align with the newsletter content.Clients often ask me what the biggest performance driver is.The biggest factors are:How the messaging aligns with newsletter content stylisticallyIf youre providing something valuable to the audience What premium publishe

88、rs can learn from The Rebootings approach to e-newsletters(cont.)How to optimize owned campaign channelsAn effective newsletter ad needs to feel like an introduction at like a cocktail party to someone who you might have something in common with.In many ways,that approach is antithetical to todays h

89、ighly automated approach to digital advertising.Everything is about efficiency,but humans involve a lot of friction.The more a message sounds like it was written to a human beingvs a cookie-cutter,automated messagethe better it will perform.News and public relations are traditionally considered earn

90、ed channels,but these dont play a prominent role in branded content campaigns.Instead,publishers boost earned attention by optimizing for shareability.How to optimize earned channelsCHAPTER 6Jonah Berger,a marketing professor at the University of Pennsylvania,identified six factors for viral success

91、.Creating shareable content adds extra oomph to your campaign without spending a dime.1Social currencyPeople want to be seen positively byothers.Everyone gains or loses status based on the quality of the informationthey sharewhether in person,through text,or on social media.Create content that makes

92、 the sharer appear smart,cool,andinteresting.2TriggersPeople associate words,phrases,or images with a brandlike the Aflac duck or Geico gecko.Establish a trigger through repetition and carefully selecting the context of your content.Once established,seeing the trigger will inspire your audience to t

93、alk and think about the content.3EmotionTo excite your audiences emotions,you need to know them.Content that inspires high-arousal emotions such as awe,laughter,and even anger are the most effective for increasing virality.Be careful when dealing with negative emotionsyou dont want negative associat

94、ions to stick to the brand.4PublicHumans are social creatures,so they share content others share.Consider whether the content contains anything that may stop a reader from sharing,such as polarizing topics and unrelated information.Once published,a social amplification strategy that puts your conten

95、t in front of as many eyeballs as possible will prime the pump for virality.5Practical valueYour readers want to share high-value content that meets their needs and interests.Consider your audiences interests or pain points to craft content that helps them solve problems.6StoriesNarratives connect f

96、act with emotion,drawing readers in so they connect with the material.Building a narrative arc into your content gives the audience a story to share.As you experiment with each principle,review your campaign data.See what works and incorporate these best practices into campaigns.Share your findings

97、with editorial and other departments within your organization to increase goodwill.See examples of the STEPPS used in branded content.How to optimize paid channelsCHAPTER 7Paid channels,such as social media ads,are the surest way to amplify your contents reachbut even these channels must be optimize

98、d.You should closely monitor your campaign data to optimize each paid channel.However,there are some universal best practices to keep in mind.Here are a few of the most impactful methods for each platform.Find key insights that improve ad efficiency for your audience and advertiser vertical.Facebook

99、,owned by Meta,drew nearly two billion daily active users in 2022.That means a quarter of humanity logs on to the platform daily.Getting Facebook ad costs down can have a huge impact on the profitability of your campaigns.According to Pressboards Branded Content Benchmark Report,the platform account

100、ed for 11.9 percent of branded content traffic in 2022,with some room to decrease costs:Average cost per click(CPC):40 centsAverage cost per mille(CPM):$3.90Average cost per landing page view:$1.35Instagram,also owned by Meta,receives low traffic compared to its counterpart.1.21 billion people use t

101、he platform monthly.In 2022,Instagram drove only 0.2 percent of branded content traffic.Facebook and Instagram reign supreme among paid socialHow to optimize paid channelsWith a few tweaks,your campaigns can go further with less ad spend.Optimize your campaign structureMany create a new campaign for

102、 each audience segment rather than structuring campaigns around objectives.Instead,streamline ad management and optimization by creating one campaign with multiple ad sets that target different audiences.Set automated rules to scale optimizationTell Facebook what actions to take when your ads reach

103、certain thresholds.For example,you could set a rule that pauses ads if the CTR doesnt exceed a specific amount in one week.If you have data about your programs campaign performance in the aggregate,set these rules based on what has led to success in the past.While ads always need some form of monito

104、ring,automated rules can lighten the lift.Step on the gas with the fast takeoff methodFacebook ads have an algorithmic learning period to collect the data it needs to optimize your campaign.Speed this process by setting a high budget early in the campaign and scaling it back after reaching 10,000 im

105、pressions.Facebook and Instagram reign supreme among paid social(cont.)How to optimize paid channelsWhile its one of the smaller networks,Twitter punches above its weight.Twenty-three percent of adults in the United States use Twitter.However,accessing this audience comes at a high price.The average

106、 Twitter ad can cost between$0.50 to$2 per action.Youll have a better chance at catching their interest by following this advice:Brief is best.Top-performing ads only use 50 to 100 characters.Spotlight your CTA.Dont include hashtags or mentions.These can distract your audience from what you want the

107、m to click on.Variety is the spice of a campaign.Combine three to five ad formats for maximum effect,including short videos of 15 seconds or less to grab attention.Some publishers find Twitteruseful,but its not the most cost-effective paid channel for many.Twitter can be costly,depending on the camp

108、aignHow to optimize paid channels0.1%The platform drove only 0.1 percent of all traffic to branded content campaigns in 2022.23%Twenty-three percent of adults in the United States useTwitter.How to optimize paid channelsHow to optimize paid channelsLinkedIn provides traffic for professional campaign

109、sOnly 0.1 percent of all traffic to branded content campaigns came from LinkedIn in 2022.However,publishers focused on businesses,professionals,and industry-specific news may find these ads particularly beneficial.Put your prose in front of the pros with these tips:Make it for mobile.Most LinkedIn u

110、sers sign in from their mobile devices,so ensure ads are well-designed for that venue.Tighten your targeting.Find the customers you really want with targeting options ranging from job title to company growth rate.Track and analyze.With some setup,you can gain insights into how your ads perform,who c

111、onverts,and why they click.People watch one billion hours of video on YouTube every day,making it the perfect place to reach your target audience when theyre hungry for content.Branded content campaign videos uploaded to YouTube received 203,655 views on average in 2022.Remember these methods to opt

112、imize your campaign.YouTube draws in viewers from around the worldRevise your bid strategy as you goIf your campaign isnt performing as expected,open the hood and adjust your ad groups and max cost-per-view(CPV).Raising your bid will get more eyeballs on your ads,but keep it within your budget.Measu

113、re what mattersThe vast array of metrics YouTube offers makes getting lost in the weeds easy.Focus on what matters most:View rate and click-through rate.These metrics tell you how often your ad gets seen and how often users click,making them vital for improving campaign efficiency.Encourage actionPe

114、ople often need clear direction from an ad.Ensure your ad includes a strong,clear call to action that drives people to your content.How to optimize paid channelsHow to optimize paid channels0.7%YouTube is best used as an awareness tool,with theaverage CTR at 0.7 percent.Pinterest can be an expensive

115、 platform for promotion,with the average CPC coming in at$0.10-$1.50.The platform benefits publications that create lifestyle content,focusing on topics such as cooking,home decor,gardening,and more.Keep this advice in mind to grab their attention.Think visuallyPinterest bills itself as a“visual dis

116、covery engine”rather than a social network,so make your images pop.Pair high-quality imagery and juicy headlines that catch the eye and encourage people to click.Track the trendsSee what types of content are currently going viral using the Pinterest trends page.Discover if your content aligns or jum

117、p on the bandwagon early enough to ride a trend to success.Paid search ads with a twistRemember that Pinterest doesnt consider itself social media.Its ads combine the keyword focus of Google or Bing with the audience targeting of Facebook or Twitter.Pinterest captivates users with striking imageryHo

118、w to optimize paid channels“At Refinery29,we never used commercial or stock images in our branded contentwe created visuals ourselves to cater to our visually-driven audience.Having a strong visual identity and retaining this aesthetic throughout content helps maintain an authenticity that is import

119、ant to your audience.”Anna PlaksVP Branded ContentRefinery29What started as an app for singing,dancing,and sharing music has exploded into a dominant social media network in just a few years.Best practices for advertising on TikTok havent been fully realized yet.Average costs for advertising are rel

120、atively high,with CPC sitting at$1 and CPM at$10.However,savvy marketers still have a few tips on optimizing your content for this idiosyncratic platform.TikTok taps into younger audiencesAim for the heartThe most popular videos on the platform elicit happiness and surprise rather than anger,fear,or

121、 sadness.Carefully consider the music,lighting,and color schemes to convey the mood you want to evoke.Keep it coolThe bulk of TikTok users are under the age of 30.Tailor your content to that demographic to find success.Emphasize your shared values,but remember that they can spot inauthenticity amile

122、 away.Back up feelings with factsLiving with the rising costs of housing,transportation,food,and healthcare,TikToksyoung audience wants proof that a product isworth buying.Your content can help them findthat proof.How to optimize paid channelsHow to optimize paid channelsKeep in mind that you may ne

123、ed to overexpress in videos to capture peoples attention quickly.Send your program flying highCHAPTER 8Branded content has a bright future,but publishers need easily accessible data to meet the needs of todays advertisers.Bringing in tools to optimize your campaigns and tackle some of the industrys

124、top challenges will expand your branded content business.Pressboard by ,part of the for Publishers suite,puts all of the data you need in your hands.The platform provides multiple solutions for boosting your program,including:Centralizing your data Streamlining operationsAutomated campaign reporting

125、Make your program more profitable than ever with the power of automation and robust data.Schedule a demo today.About ,the leading global partnership management platform,has been transforming the way enterprises discover and manage all types of partnerships including affiliates,influencers,commerce c

126、ontent publishers,B2B,and more since its founding in 2008.Its powerful,purpose-built platform helps businesses,including brands,publishers and agencies,to build authentic,enduring and rewarding relationships with both publishers and consumers.By providing visibility across the entire consumer journe

127、y they are able to aggregate,orchestrate and optimize the total value of the entire mix of partnerships with ease and transparency,driving growth and creating new value for consumers.To learn more about how s technology platform and partnerships marketplace is driving revenue growth for global enterprise brands such asVisit 2023 .All rights reserved.Follow us for all the latest news and insights: