Creating, Curating, and Putting Great Content to Use

Creating, curating and putting great content to use

Tyler Tanaka
Vice President of Business Development
tyler@postrelease.com

Twitter/LinkedIn: @tylertanaka

2012 Stanley Cup Champions

c

How it normally feels to be a Kings fan

Not Your Average L.A. Band-Wagon Fan

http://www.postrelease.com/Publishers

The spend

$490B Globally
$85B Online
$35B US Online

Advertising by the other numbers

• 8% of users generate 85% of clicks (ComScore)

• Heavy clickers are: lower income, less
savvy users (AOL)

• .07% average CTR for display banners (MediaMind)

• .37% avg CTR on iPhone (MediaMind)

• But 47% of mobile ad clicks are by mistake
(Harris)

Why? They’re looking at content

• #1 reason for not clicking: users don’t want to leave the site

Advertisers are responding by creating content

Content complements

DISPLAY SEARCH SOCIAL CONTENT

The future is “promoted”, “sponsored” and “native”

Forums have influential audiences

Create content people crave

(SCOTT AUGHTMON)

Create content people crave cont.

(SCOTT AUGHTMON)

Content inspiration

• Ask friends for ideas • Talk about failures
• Utilize your audience • Link to old favorites
• Do an interview • Use a movie to spark discussion
• Solicit guest posts • Use television to start a debate
• Create a best-case study • Use a book to gather opinions
• Create a worst-case study • Use a comic to draw people in
• Write reviews • Use a celebrity to create gossip
• Talk about success stories • Explore new cultures

Build it for the search engines

The right place, for the right people

Harness the power of the social graph

Now make sure to get it off your site

Content Curation

In simplest terms, content curation is:
• Finding the content your audience needs and wants
• Organizing and contextualizing it
• Sharing it so it's accessible.

10 Examples of Curated Content

1. Expert Tips
2. Presentations/Webinars
3. Quotations
4. Case Studies
5. Industry Blogs/Sites
6. Infographics
7. Statistics, Data, Charts, and Graphs
8. Videos
9. Books/Ebooks
10. Industry Examples

Online Sources

• Google Alerts
• Reddit.com
• Buzzfeed.com
• ICanHazCheezburger.com
• Memebase.com

www.mindmeister.com/55395228/content-curation-tools-the-
newsmaster-toolkit-by-robin-good-2012

Remember your audience

What
WTH?! CRAP!
Lovely!

Summary:

• Think like a publisher, act like a publisher
• Create as often as possible
• Follow a content schedule and checklist
• Create and post in real-time
• Use tools to make creating and curating easier
• Curate content, editorialize and re-post

And did I mention that the Kings...

THANK YOU

Tyler Tanaka
(562) 285-0297


info@postrelease.com | t: 562.285.0297 | 562.285.0506 | postrelease.com
111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802

PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this
material are registered trademarks and are used to identify products and services of their respective owners.

PostRelease was created to drive discovery of content

• PostRelease solves a big challenge of Content
Marketing: Discovery
• PostRelease makes content distribution scalable
and measurable
• Brands leverage PostRelease to drive predictable
results around their content
• PostRelease is a content broadcasting platform

How It Works For Advertisers

• Advertisers create a
campaign with
headline and media.

• Then the platform
analyzes the
campaign and finds
sites with relevant
content to place the
message on.

How It Works For Publishers

• Step 1: Install a single line of code
Copy and paste the supplied java script tag

• Step 2: Create a template page
Create a copy of your site template for
hosting the PostRelease articles.
Or we'll do it for you.

How It Works For Publishers

• Step 3: Start generating revenue
The PostRelease platform includes a
comprehensive dashboard that allows
publishers to monitor and manage their
participation in the PostRelease network.

Robust platform

The PostRelease platform is already built and has handled over 10,000 insertions. The
robust software includes publisher, advertiser and admin dashboards as well as a
relevancy engine, site traffic monitoring, and a keyword indexer.

Complete Reporting

• Both advertisers
and publishers can
track the visitors
and number of
reads and clicks.
They for their
campaigns and you
for your network of
sites.

There is complete transparency

• Every placement is clearly and openly disclosed as
advertiser generated content

• There is no “real editorial vs. paid post” gray area

• The brand is listed as the author of the content

Why publishers choose PostRelease?

• Our platform runs equally well on content sites, blogs and forums.
• Advertisers view us as a premium option above banners and text
ads.

• All messages are reviewed to ensure that the advertiser content is
relevant to your site. If it isn’t targeted, it doesn’t get placed.

• Users respond well to our placements: we have high read rates and
exceptionally good CTR %

• Completely automated. Setup is easy and once done, it’s completely
hands off. You will have a dashboard to monitor your earnings and
campaigns

• Checks are sent to website/blog/forum owners on a monthly basis.

Scale with relevancy

Content-based unit, relevancy and auto-optimization results in:

5-20x the performance of traditional display ads

Relevancy and scale are handled automatically

• Sites are
automatically
matched based on
the content of the
message
• Performance is
auto-optimized
based on
response rates
• Geo-target or
device target your
content

How it appears in a community site

• Goes in as a sponsored post near the top of
each relevant discussion category
• There are no comments or replies to manage

How it appears in a blog
Premium placement
• Locked in the 2nd position
of blog roll- CPM paid on
main page impressions
• Labeled as sponsored
content
• Shows for a limited time,
then disappears
• There are no comments or
replies to manage

How it appears in a content site

Clicking on the article
headline takes to user to
the full article...
• User doesn’t have to leave the site
to absorb the content

• Automatically formatted to match
the look of each site placement

• Embedded images and/or video
Armor All knows that saving time and money are two of the most important things when it comes to
car care. That’s why they developed the new Ultra Shine Butter Smooth Wax.

With no drying time needed, just apply, wipe off and you’re done. There's no waiting or buffing
required for an amazing shine and protective finish! This new wax reduces the time and effort spent
• Multiple lines of text
detailing so you can enjoy your vehicle more.

Better yet, Armor All is offering a $5.00 rebate to try it out!
• Social media sharing links
(PostRelease content is actually shared by
readers)

• The article is your landing page: link
http://www.ArmorAll.com
users to an app download or
display a form from within the
content

The power of content with flexibility of display

• Automatic matching of content to relevant
sites through contextual matching
• Automatic reformatting of content to match
the format of the target sites
• Auto-optimization of impressions based on
clicks
• Ability to set flight dates, geo-target and
device target (ex: mobile)
• Detailed tracking of impressions, reads, video
views, clicks
• 5X - 20X the performance of banners

PostRelease is expanding rapidly

• PostRelease currently has 1000+
partner sites with a combined reach of
35+ million users

• Rapid network expansion: new
publishers are constantly being added

• PostRelease is built-into the latest
version of vBulletin

• Robust WordPress plug-in and official
WordPress partner

• API and JavaScript based integrations
for content sites

• Works on mobile and tablet devices

Tyler Tanaka
(562) 285-0297


info@postrelease.com | t: 562.285.0297 | 562.285.0506 | postrelease.com
111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802

PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this
material are registered trademarks and are used to identify products and services of their respective owners.

Creating, Curating, and Putting Great Content to Use

More Related Content

What's hot

Viewers also liked

Similar to Creating, Curating, and Putting Great Content to Use

More from VigLink

Recently uploaded

Creating, Curating, and Putting Great Content to Use

Editor's Notes