Jason Gaudry, Integrated Program Manager, Postmedia Joined us for the IAB Canada Roadshow 2015 to share the latest in content marketing.

1. Content
Marketing
Insights and
learnings

2. THE POWER OF STORYTELLING

3. THE POWER OF STORYTELLING
Source: Techmagnate

4. THE POWER OF STORYTELLING
Source: Techmagnate

5. THE POWER OF STORYTELLING
Source: Techmagnate

6. POSTMEDIA CONTENT SOLUTIONS

7. READER FOCUSED STORYTELLING
§ Effective native content is informative and entertaining not salesy.
§ Native content can add value to the reader experience.
§ Readers find everything they need to know in one place.
Source: Businesswire
VALUED CONTENT
Results from a New York Times
T Brand Studio and Chartbeat
study showed the the NYT
native advertising platform
generated significant audience
engagement, on par with
editorial content from
NYTimes.com and other
publisher sites.*

8. WHAT’S YOUR STORY
Postmedia Works crafts unique content in a way that complements traditional advertising
campaigns. A key part of this strategy is a collaborative approach to storytelling.
We ask clients 3 key questions:
1. What problem are you trying to solve?
2. Who is the audience you’re trying to reach?
3. How would you define success?

9. CRAFTING THE STORY
Postmedia Works is our commercial content
studio.
Combining:
1. Editorial-style story telling.
2. Credible information source
3. Valuable and scalable audience
Three key factors when it comes to content:
1. Authenticity– Important with any type of
content.
2. Relevance – The content should be relevant to
the platforms they appear on.
3. Transparency – Clearly labeled content to
identify the source and the advertiser
involvement. Native or branded content can be
compelling, entertaining and informative,
however, the content must be clearly labeled
so the reader is not confused or tricked.

10. IMPORTANCE OF CONTENT LABELING
§ Authenticity created through editorial-style story-telling.
§ Transparency through labeling guidelines ensures readers are not deceived.
§ Must be clear about what is advertising vs. pure editorial.
§ We maintain editorial integrity and you maintain goodwill of your customers.
Content created
and/or provided by
an advertiser.
Promotional
content created by
Postmedia for an
advertiser.
Advertiser afforded
creative direction but
may not mention
their products.
Advertiser and
editorial agree to a
theme: advertiser
may not vet stories.

11. IMPORTANCE OF TRANSPARENCY
Transparency
Advertiser
Audience Publication
TRUST

12. EFFICIENT CONTENT DELIVERY

13. CUSTOM STORY PAGE

14. AUDIENCE TARGETING
Dayparting
Segmentation
§ Its about placing the right content, in front of the right user at the right time.
Look-a-like
Geography Contextual
Site section
and channel

15. ENGAGE, MEASURE, OPTIMIZE
Engagement factors include:
§ Content placement.
§ Utilization of multiple headlines and imagery.
§ Target audiences.
Our approach = Listen, Measure and Optimize for better engagement.
§ Studies have shown that users visual attention for native ads was nearly equivalent to the
visual engagement of original editorial content*.
§ Measure/analyze/optimize headlines, placements, and content for amplified engagement.
Source: IPG & Sharethrough

16. CASE STUDY: CONCORDIA
THE CHALLENGE:
§ Change people’s perception of Concordia as an Arts
school and highlight the Sciences departments and
facilities. Showcase how professors research directly
impacted the lives of Montrealers
§ 10 week multi-platform program of Concordia-
sponsored content including stories, videos and
infographics developed by Postmedia Works.
THE ANSWER:
§ Increased traffic
§ Time spent on stories and infographics
§ Social interaction and engagement
SUCCESS MEASURES:
OUTCOMES
• Allowed Concordia to start their own
conversation around the topics that were
important to them
• Hundreds of hours of time spent on
sponsored content
• Increased social media engagement
• Sponsored content out performed editorial
content (page views)

17. CASE STUDY: DOGGIN’ IT DAYCARE &
GROOMING
THE CHALLENGE:
§ Integrated campaign – Sponsored content
published in Calgary Herald (print+online) with
added traffic through Facebook and Twitter.
§ Content that is useful for pet owners
THE ANSWER:
§ Increased traffic to their website
§ Reaching pet owners with meaningful content
§ Increased activity on client’s social
§ Inquiries and bookings
SUCCESS MEASURES:
OUTCOMES:
§ Create awareness of new location
§ Position as a great place for pet services
§ Readers inquired about rates
§ Increased visibility
§ Positioned themselves as local pet care
experts by offering helpful advice from a
veterinarian

18. LEARNINGS
§ The average click through rates for native
placements are 0.44% since the Postmedia
native network launched in May 2015.
§ Average time spent between 2-3.5 minutes.

19. LEARNINGS
§ Social amplification of content drives
additional page views and engagement.
§ Offers a way to place branded content in front
of targeted users off-network.

20. LEARNINGS
§ Readers enjoy stories with lists and often
perform above average
§ Stories that add value, create emotion and
offer information continue to outperform
‘advertorial’ style content

21. THANK YOU
Jason Gaudry | Integrated Program Manager
jgaudry@postmedia.com | 403.250.4264