Pubcon Vegas 2014 - Content Strategy, Marketing, and Promotion

Content Marketing: PromotionPresented by:

Jordan Kasteler

@JordanKasteler

Content Plan@JordanKasteler

Content Marketing@JordanKasteler

Content Promotion@JordanKasteler

Owned:• Hashtags• Tags• Scheduling

(Social/Email)Earned:

• Share!

Paid:• Social Ads• Search Ads• Paid Syndication

Content Promotion(cont’d)@JordanKasteler

Relationship Marketing & Outreach

@JordanKasteler

Audience Targeting@JordanKasteler

Sharing Motivations• Social Proof• Design & Content

Simplicity/Usability• Value• Additive Images• Headline Curiosity• Action-Oriented Headlines• Benefit-Oriented Content• Need To Know• Positive News• Original & Fresh• Emotional Stories• Self-Expression• Fear of Missing Out• Domain/Author Credibility

@JordanKasteler

Use action words – verbs!Verbs encourage readership and guides them.  You can use words like:

• Discover• Find• Get• Learn• Join• See• Read• Etc

Headlines & Descriptions@JordanKasteler

Headlines & Descriptions

Headlines elicit clicks & shares

•Create Curiosity

•Tap into emotions (worry, fear, frustration, anger, etc)

•Set expectations (WIIFM?)Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.

@JordanKasteler

Linking Ease

• Relevant keywords and links only

• Nofollow?

@JordanKasteler

• Make it easy• Narrow options• Make it relevant

Sharing Ease@JordanKasteler

Social Sharing@JordanKasteler

@JordanKasteler

Social Media Channels

Social Media Channels@JordanKasteler

Micro-Content@JordanKasteler

Timing@JordanKasteler

Frequency - Twitter@JordanKasteler

Timing & Frequency - Facebook

@JordanKasteler

Frequency@JordanKasteler

Paid Social@JordanKasteler

@JordanKasteler

Paid Social

International Social

• Local social networks• Localized accounts on int’l social

networks

@JordanKasteler

Contextual Native Advertising

@JordanKasteler

Contextual Paid Ads@JordanKasteler

1. SOCIAL

•High Traffic #s

•High Bounce Rate

•Low Time on Site/Page

•Low Conversion

2. LINK

•More Relevant Traffic

3. SEARCH

•Highly Relevant Traffic

•High Conversion

Traffic Expectations@JordanKasteler

Case Study@JordanKasteler

#1 Article:

•The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now• 40,000+ unique pageviews

o2,000+ tweetso700+ Likeso550+ Google +1so1,350+ LinkedIn Shares

Case Study@JordanKasteler

• Leverage Like-Minded Communities• E.g. inbound.org

• Share on Google+ to “Public” and Send to relevant Circles.

• Use “Post Activity” and “Ripples” to +1 other shares.

• Share on LinkedIn Groups• Submit to: StumbleUpon, Delicious, Reddit• Follow up on Comments. • Thanks Influencers for Shares

Case Study@JordanKasteler

@JordanKasteler

jkasteler@reddoor.biz

Thank You!