CS Forum 2013

Scott Markle

Senior Manager of Content Strategy at AutoTrader.com

Who’s Scott?

Scott Markle is an experienced automotive enthusiast and industry observer who is passionate about creating compelling content for car shoppers. He has seventeen years of experience developing high-volume websites, and was part of the team that launched AutoTrader.com. He is currently leading AutoTrader.com’s efforts to challenge the entrenched automotive media sites.

Scott’s topic

Content Strategy Overdrive: Accelerating Editorial at AutoTrader.com

AutoTrader.com has definitive proof that an effective content strategy can be a key differentiator. After a decade of buying syndicated content, AutoTrader.com now produces over 2,000 original pieces every year, including 200 videos. In just three years, AutoTrader.com has grown its editorial audience tenfold, to over a million unique visitors per month. Content has proven to be a cost-effective way to acquire customers and open up new channels through social and syndication. Sales team also attributes content support to generating $10 million in incremental revenue just in 2012. More significantly, this has been accomplished with a full-time staff of just three people. This talk presents how establishing a strong strategy, clear guidelines and effectively leveraging experienced freelancers, you are able to accomplish a great deal more with far less.

Audience will learn:

  • Tips for developing an effective content strategy by understanding your audience and opportunities to differentiate from your competitors.
  • Ideas for treating your content as a product: identify key metrics, measure your performance and constantly evolve.
  • How to move beyond theory, with real-world examples of effective content strategy in practice; what has – and has not – worked for AutoTrader