Traditional Media for Content Marketing: Pros, Cons, Examples and Best Practices


How many times has traditional media been pronounced dead in the past decade? We’ve lost count, right? While there is no denying that TV, newspapers and radio have lost a ton of ground to digital, the fact of the matter is traditional media still matters. Even to digital marketers.

In fact, some marketers are finding that traditional media is a becoming a great platform for engaging buyers. Consider brands like Doritos, Coca-Cola and others that are asking for consumers to submit short video clips via their company websites and social media channels. Those clips are curated into commercials that are airing during major events like the SuperBowl and the Academy Awards. In fact, 20% of ads in Super Bowl XLVII in 2013 included some form of crowdsourcing from major brands like Coca-Cola, Audi, Doritos, Pizza Hut and others. The incentive to participate in these contests is big for consumers willing to give up names and multiple forms of contact information just to take part.

Social Media Super Bowl – Overhyped & Underperformed

Super Bowl Ads, Social Media, Online Marketing, YouTube, TwitterAt a reported $3 million per 30 second spot, Super Bowl advertising is big business. For a multimillion dollar investment, brands should be maximizing every opportunity to reach potential customers. Which advertisers took advantage of a customer base actively engaged in the big game to extend the conversation? Not too many.

In the much-hyped ads airing during the Super Bowl, big brands primarily went with small printed web addresses at the end of the commercials as a next step for viewers. They lacked direct calls to action and didn’t leverage the fact that many viewers are online while watching television. A well executed ad with a specific call to action to send a tweet with a particular branded tag would be a logical fit.

Google: Social Media is a Party, SEO is Bullsh*t, Advertising is Good For You

I noticed someone using Google suggest in another story today (honestly forgot where) and thought I’d see what Google “thinks” about social media. Then I tried SEO. Not surprising. Funniest of all, considering Google’s business model, was advertising.

What Google Thinks of Social Media

Pretty telling when you think about it. Of course this isn’t what Google “really thinks” about social media, it’s Google’s response to search queries and effort to predict what we’re really searching for.

Google Suggest works by drawing from searches by other Google users, sites in Google’s search index, and ads in the Google advertising network. If you’re logged in, Google will use your search history to make suggestions. It can be a handy search tool. It can also be revealing.

SES San Jose: Search Advertising 101

Search Advertising 101

When performing a search on Google, there are two different types of results that show up: the organic listings and the paid, or sponsored, listings. Organically ranked sites are those which Google finds most relevant for that search query. The paid listings show up because an advertiser is paying money to be ranked that highly for those phrases. When a searcher clicks on one of those listings, the advertiser is charged the cost per click price for that ranking, so hopefully the searcher will convert into a sale for that advertiser.

But what if you don’t know anything about search advertising or setting up a pay per click campaign? What are the best practices behind PPC? And how do you track conversions? This session at the end of Day 2 of SES San Jose goes over the basics of search advertising and how to implement it for success.

Advertising on Social Media

Advertising with Social Media
This ClickZ track session on advertising with social media was moderated by Rebecca Lieb and included Gary Stein, Henry Copeland, Bill Flitter and Marc Schiller. I covered a very similar session on social media and advertising at Chicago ad:tech earlier this summer a lot more in depth than this post.

First up was Gary Stein who says social media is a way companies can expand beyond the reach of regular advertising.

Consumers are most responsive when you meet them as equals which is most evident with consumer recommendations. When you start partnering with your consumers and allow them to partner with each other in your presence, is when you can gain real value from social media.

Brands want media and agencies want brands.
Yahoo sites: Ninetendo Wii.