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| Version 0 | Version 1 |
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| Rising Star: Zack Liscio, Naytev | Rising Star: Zack Liscio, Naytev |
| (21 days later) | |
| What are you most excited about in the digital marketing space at the moment? | What are you most excited about in the digital marketing space at the moment? |
| The high quality content that brands are creating right now is extremely exciting. We’ve been hearing for a while that every brand is a publisher, but we’re finally starting to see more and more brands create content that’s genuinely interesting and informative. As a result, readers are engaging with brand content and are even willing to promote it through their own social channels. | The high quality content that brands are creating right now is extremely exciting. We’ve been hearing for a while that every brand is a publisher, but we’re finally starting to see more and more brands create content that’s genuinely interesting and informative. As a result, readers are engaging with brand content and are even willing to promote it through their own social channels. |
| What’s your favourite example of innovative digital marketing? | What’s your favourite example of innovative digital marketing? |
| Land Rover recently commissioned a short story called The Vanishing Game, which prominently features the vehicle. The writer, William Boyd, is a critically acclaimed artist who also believed strongly in the product and Land Rover smartly distributed the work through existing channels like Amazon, Tumblr and Apple – while supporting the campaign with paid promotion. It’s a great example of combining smart distribution with high-quality content in an innovative way. | Land Rover recently commissioned a short story called The Vanishing Game, which prominently features the vehicle. The writer, William Boyd, is a critically acclaimed artist who also believed strongly in the product and Land Rover smartly distributed the work through existing channels like Amazon, Tumblr and Apple – while supporting the campaign with paid promotion. It’s a great example of combining smart distribution with high-quality content in an innovative way. |
| Where do you go for great content? | Where do you go for great content? |
| My daily go-to is Y-Combinator’s Hacker News. | My daily go-to is Y-Combinator’s Hacker News. |
| What’s next for digital content? | What’s next for digital content? |
| At Naytev, we believe standardisation of metrics for sponsored content is on the immediate horizon. With many publishers hosting brands’ sponsored content and an increasing number of brands investing in sponsored content as part of their media mix, there’s a strong need to measure how well that content is performing in a uniform way. | At Naytev, we believe standardisation of metrics for sponsored content is on the immediate horizon. With many publishers hosting brands’ sponsored content and an increasing number of brands investing in sponsored content as part of their media mix, there’s a strong need to measure how well that content is performing in a uniform way. |
| What defines good content? | What defines good content? |
| We see the ultimate metric as how much value an end-user has received from consuming content but it is a difficult thing to measure directly. Instead, we look at as many signals as possible in order to infer what the person is experiencing: how long do they read a page for, how deep into content do they reach, how often do they come back, do they share with friends, what do they say about content when they do, etc. This kind of data helps us to figure out what is good without the editorial bias of what we personally like. | We see the ultimate metric as how much value an end-user has received from consuming content but it is a difficult thing to measure directly. Instead, we look at as many signals as possible in order to infer what the person is experiencing: how long do they read a page for, how deep into content do they reach, how often do they come back, do they share with friends, what do they say about content when they do, etc. This kind of data helps us to figure out what is good without the editorial bias of what we personally like. |
| What is the biggest myth about content marketing? | What is the biggest myth about content marketing? |
| I still occasionally hear that content marketing is a fad. This myth seems to overlook the fact that good content has always been the core driver of engagement – even before digital. It will be interesting to revisit that question in a year, especially considering the trajectory of the display ad space right now and the growth of well-executed, high-visibility content marketing. | I still occasionally hear that content marketing is a fad. This myth seems to overlook the fact that good content has always been the core driver of engagement – even before digital. It will be interesting to revisit that question in a year, especially considering the trajectory of the display ad space right now and the growth of well-executed, high-visibility content marketing. |
| How are you amplifying and maximising your content? | How are you amplifying and maximising your content? |
| We focus on improving organic reach via social in order to get the most out of our content. Unsurprisingly, content that is engaging enough to do well organically is an excellent fit for promoted content. We use Naytev to identify those individual pieces of content and test how to best present them on social, as well as understand which traffic sources are converting to the KPIs that drive the highest business value. | We focus on improving organic reach via social in order to get the most out of our content. Unsurprisingly, content that is engaging enough to do well organically is an excellent fit for promoted content. We use Naytev to identify those individual pieces of content and test how to best present them on social, as well as understand which traffic sources are converting to the KPIs that drive the highest business value. |
| What great content have you discovered recently? | What great content have you discovered recently? |
| Lately I’ve been addicted to Timeline, which recently launched and puts the news in context. What makes the experience magical for me is that I can come into a story at any point, and still see the deep background that makes current events more meaningful. It’s still an untested model, but it’s questioning assumptions on how we organise and consume content, and that’s exciting. | Lately I’ve been addicted to Timeline, which recently launched and puts the news in context. What makes the experience magical for me is that I can come into a story at any point, and still see the deep background that makes current events more meaningful. It’s still an untested model, but it’s questioning assumptions on how we organise and consume content, and that’s exciting. |
| How do you work with Outbrain and what has been your experience thus far? | How do you work with Outbrain and what has been your experience thus far? |
| We use Outbrain to promote our own content marketing, and we’ve been impressed with the ease of reaching a large audience. | We use Outbrain to promote our own content marketing, and we’ve been impressed with the ease of reaching a large audience. |
| This advertisement feature is brought to you by Outbrain, sponsors of the Guardian Media Network’s digital content hub |