How Content Promotion Changed Digital Marketing Forever

#CONTENTPROMO

How Content Promotion Changed Digital Marketing Forever

Chad PollittVP of Audience & Co-Founder, Relevance

VP of Audience, Co-founder

@chadpollitt

CHADPOLLITT

1 Content Failure Fatigue

2 The Problem

3 The Solution

4 The Content Promotion Ecosystem

5 Success Stories

6 How it’s Done

7 How to Budget

AGENDA

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1 Content Failure Fatigue

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Great Content Goes Unread Every Day

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Only 13UniqueViews

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How Does It Make You Feel?

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Some people might feel ANGRY

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Others might just roll their

eyes in FRUSTRATION

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A feeling of DISGUST would be perfectly normal, too

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Some people might feel

DEMORALIZED or EMBARRASSED

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…Or maybe just THIS?

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2 The Problem

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Every Minute of Every Day

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- Mashable

Every Minute of Every Day

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- Mashable

571 websites are launched

Every Minute of Every Day

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- Mashable

571 websites are launched350,000 tweets are tweeted

Every Minute of Every Day

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- Mashable

571 websites are launched350,000 tweets are tweeted

48 hours of YouTube videos are uploaded

Every Minute of Every Day

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2.73 millionblog posts are written and published daily

The Content Promotion Manifesto

Over

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Many Industries are Oversaturated with Content

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Facebook’s organic reach is at 6% and dropping

- Ogilvy & Mather

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With other networks likely to follow suit

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42 of the top 50 SEO ranking factors are off-pageIncluding the top 12 factors overall

- Moz, 2013 Search Engine Ranking Factors

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On-page content only has an indirect impact on off-page signals

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SEO is not something you do anymore, it’s what happens when you do everything else right

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The Internet is…

a VERY noisy place for a brand to stand out and be found today

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37%of marketers believe they’re using their content effectively

CMI

Only

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This isn’t a CONTENT PROBLEM

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It’s an AUDIENCE PROBLEM

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So what should marketers do

about it?

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Should they produce more content?

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How about increasing its

quality?

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Brands can actually step down content

production and step up distribution

[promotion] to get better results

Ryan Skinner, Forrester

“

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Better distribution [promotion] improves

content’s quality, as the feedback cycle

acceleratesRyan Skinner, Forrester

“

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3 The Solution:Content Promotion

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Media Relations

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Media Relations

Influencer Outreach

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Media Relations

Influencer Outreach

Bylined Articles

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Media Relations

Influencer Outreach

Bylined Articles

Syndication

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Media Relations

Influencer Outreach

Bylined Articles

Syndication

Native Newsletter

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Media Relations

Influencer Outreach

Bylined Articles

Syndication

Native Advertising

Native Newsletter

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Media Relations

Influencer Outreach

Bylined Articles

Syndication

Native Advertising

Native Social

Native Newsletter

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Media Relations

Influencer Outreach

Bylined Articles

Syndication Advertorials

Native Advertising

Native Social

Native Newsletter

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Media Relations

Influencer Outreach

Bylined Articles

Syndication Advertorials

Native Advertising

Native Social

Native Newsletter

Press Releases

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Media Relations

Influencer Outreach

Bylined Articles

Syndication Advertorials

Native Advertising

Native Social

Native Newsletter

Social Media

Press Releases

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Media Relations

Influencer Outreach

Bylined Articles

Syndication Advertorials

Native Advertising

Native Social

Native Newsletter

Email

Social Media

Press Releases

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4 The Content Promotion Ecosystem

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Content Promotion

Tools

bit.ly/promotion-ecosystem

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It has been found that the less an

advertisement looks like an advertisement

and the more it looks like an editorial, the

more readers stop, look and read

David Ogilvy, the “Father of Advertising”

“

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• Business 2 Blogger

• Blogsvertise

• Markerly

• GroupHigh

• Syndicateads.net

• Buysellads.com

• IZEA

• Adproval

• Web.Blogads.com

• BlogHer

• Triberr

Advertorial Networks

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5 Success Stories

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The Greatest Hoodie Ever Made

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American GiantEarned coverage from Slate.com and Esquire

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15 to 20xincrease in production and still barely met demand.

Inc.com

forced a

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American Giant

Very difficult to get media coverage

for a product, but Bayard Winthrop

pulled it off

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Great product and story with purposeful

promotion

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How Rodon Beats Chinese Pricing

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The Rodon GroupEarned coverage from virtually every major media outlet

“Cheaper than China” Ebook

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The Rodon Group

…BECAUSE of an in-person

endorsement from the POTUS

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Great content with purposeful promotion

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Content that Advanced an Industry

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Slingshot SEO

Earned coverage from academia, media outlets and industry influencers around the world

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Even an onstage endorsement from Rand Fishkin at INBOUND 2012

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Slingshot SEO

Research and media relations enabled the study to advance an industry

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Great content and research with purposeful

promotion

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Content promotion that drove eight-digits of incremental revenue

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Teradata

Earned coverage from 46 media outlets and trade publications

“Big Data Marketing Hero” Ebook

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Over 3 million media impressions25% landing page conversion rate30 global brand prospect meetings

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Teradata

A full-on owned, paid and earned media blitz drove 36x return on investment

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Great content and promotion on all three media channels

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The Bottom Line for You?

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Start with GREAT Content and Promote It

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800+ incremental leads in 14 days from one mention on Inc.com

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6 How it’s Done

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Research

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Define Personas

Media Assessment

Audience Assessment

Content Assessment

Influencer Identification

Research

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Creative

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Create content and all

supporting assets

Creative

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Promotion

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Promotion

Finalize Pitch Angles

Editorial Outreach

Influencer Outreach

Paid Media

Email

Social Media

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Conversion

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A/B Testing

Retargeting

Marketing Automation

Conversion

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7 How to Budget for Content Promotion

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Half the money I spend on advertising is

wasted; the trouble is I don’t know which

halfJohn Wanamaker, the “Father of the Modern

Department Store”

“

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63%of marketers believe they’re NOT using their content effectively

CMI

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2013 Spending on Content Promotion

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2013 Spending on Content Promotion

On average,brands spent at least…

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15.2%of content marketing budgets on promotion

Content Promotion Manifesto

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This is a Recipe for FAILURE

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DigitalRelevance Clients Spent

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DigitalRelevance Clients Spent

40% of their content marketing budgets

on promotion

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This is a Recipe for SUCCESS

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