Creating Clickable
Branded Content
DAVID ARKIN • BIG BRANDED CALL • DECEMBER 2023
A little about me
• 20 years of content and audience experience
• Was head of content at GateHouse Media (Gannett)
• Co-owned a unique real estate solution in Texas
• Work with newspapers, TV stations, magazines, digital only
David Arkin�Founder�David Arkin Consulting
• Fractional audience & operations help��• Branded content, membership, newsletter & real estate programs��• Content creation services
Consulting services
• What is clickable content and how do you create it?
• A process for asking the right questions when creating content
• Examples, examples and more examples
• How to create more time on stories through layers
• How to make it all happen!
What we’ll be covering today
What is clickable content?
• Content that centers on what the audience wants to know about
• Uses the same strategies newsrooms use to grow organic content
• Focuses on what solutions people need
• Attempts to be very local, not generic
We use a unique branded marketing model that centers on what’s best for the customer:�
• Cost and pricing
• Problems (yours)
• Comparisons and versus
• Best of lists (best in class, best practices)
• Reviews�
They ask, you answer
Understanding the advertiser’s background, products and goals is critical when trying to create clickable content. Here are some areas to explore:�
• What is the business’s history, background?�• What questions are customers asking the business?�• Why did the business decide to do the paid campaign?�• Are there success stories and people that could be featured?�• What is it about the business that customers say they love about you?�
Framing a plan with the advertiser
Examples: Write about people
Examples: Get creative
Examples: Get creative
Examples: Get creative and build pillar pages
Examples: Build organized campaigns
3-month real estate campaign: Local expert advice, people and community content�
Examples: More industry campaign ideas
Examples: More industry campaign ideas
Use story formats to increase time on page
01
02
03
Q&A on a topic
Q&A with a person
Bold headers
Showcasing products
Numbers
Polls
Infographics
Social video/graphics
List (Numbers based)
Checklist
Photo list
Live chat
Glossary terms
Quiz
Maps
Flip cards
Charts and tables
Pros and cons
Example: Use alternative formats
What Google is looking for: Personal experiences, showing you are an expert�
1-month results�
Reach: 20,011
�Impressions: 34,568
�Link clicks: 758
�Total video plays: 15.924
Does all of this work?�
In a word, yes. Many stories rank in the Top 20 of most popular content across an entire site
• Make sure you have staff in place that can strategize with advertisers
• Develop content quarterly programs to entire advertisers
• When you can, make it local, local, local
• Take steps to add layers into your content
• Use Reels to bring all of the magic together
Do these five things to make content shine
How we help publishers with branded content, audience growth
We provide branded content services for newspapers, city�magazines, parent magazines, TV stations and more
• We have a branded content bootcamp that’s al a carte �allowing you to decide what you need (strategy, content, pitching)
• Editorial and leadership assistance (managing a team, filling in for open positions)��• New product development: A real estate vertical, newsletter, membership
Let’s chat