Writing Content that Gets Read and Shared, Matt Grant, Aquent, Inc

@SMSsummit ▪ Boston ▪ October 29-30, 2014

Content Amplification

Writing Content That Gets Read and Shared

Matthew T. Grant, PhD

Director of Content Strategy

Aquent, LLC

@MattTGrant

What’s So Great About Me?

● Direct content strategy for the world’s first

(and largest) creative and marketing staffing

firm

● Former Managing Editor at MarketingProfs

● 6’ 7”

@MattTGrant

How Did You Do That?

@MattTGrant

How Did You Do That?

● Over 200,000 downloads of individual

episodes

● Mailing list with over 400,000 names on it

● Well-developed social presenceo @MarketingProfs = 261K followers

Simple Lesson #1

Tell People

About Your

Content

@MattTGrant

@MattTGrant

Case in Point

@MattTGrant

Classic Content Marketing

● Offer people content that is valuable in itselfo MOOCs on cutting edge technology & techniques

● Tie it to specific business goalso Need to attract people with cutting edge skills

@MattTGrant

How Did We Do That?

● Over 37,000 registrants

● 30 years in business means = Big Database

Simple Lesson #2

Build an

Audience

Interested

in your

Content@MattTGrant

One Caveat

@MattTGrant

Don’t Send Just Anything!

@MattTGrant

But Matt….

● What if I don’t have a gigantic audience

already?

Simple Lesson #3

Take it to

the

Audience

@MattTGrant

@MattTGrant

Events

@MattTGrant

Public Relations

● What conversation can we get into?

@MattTGrant

Two Opportunities

● Earned Mentions

● Contributed Articles

@MattTGrant

Earned Mentions

@MattTGrant

Contributed Articles

@MattTGrant

A Repeatable Strategy

@MattTGrant

The Social Piece

@MattTGrant

An Ambiguous Audience

Simple Lesson #4

Sometimes

You Have

to Pay

@MattTGrant

@MattTGrant

Sponsoring Posts on LinkedIn

@MattTGrant

Sponsoring Posts on LinkedIn

@MattTGrant

Sponsoring Posts on LinkedIn

@MattTGrant

Sponsoring Posts on LinkedIn

@MattTGrant

Sponsoring Posts on LinkedIn

@MattTGrant

PJA & The Earned Premium

@MattTGrant

PJA & The Earned Premium

@MattTGrant

PJA & The Earned Premium

http://www.slideshare.net/agencypja/earned-premium-112013//www.slideshare.net/agencypja/earned-premium-112013

@MattTGrant

The Unconventionals

@MattTGrant

PJAs Owned + Paid Approach

● YouTube and Facebook

● Sponsored Contento Forbes and Columbia Business School

● Native Advertising

50% Increase in Organic

and Viral Reach

One More Thing

Your

Content

Needs to

Be Good

@MattTGrant

@MattTGrant

What Makes Content Good?

● Informative

● Useful

● Entertaining

Listen to

Your

Audience

@MattTGrant

Let’s Review

@MattTGrant

● Tell People About Your Content

● Build an Audience Interested in Your

Content

● Take it to the Audience

● Sometimes You Have to Pay

● Your Content Needs to Be Good

● Listen to Your Audience

Lessons

Thanks!

@MattTGrant

● mgrant@aquent.com

● www.linkedin/in/matthewtgrant

● https://twitter.com/MattTGrant

Get in Touch!

@MattTGrant

Photo Credits (Creative Commons)

● Boris Lechaftois - https://flic.kr/p/5bN58Z

● Official LeWeb Photos - https://flic.kr/p/aUh5X8

● Jan Ramroth - https://flic.kr/p/2XuJbH

● Martin Terber - https://flic.kr/p/bxFrkR

● Andrew Magill - https://flic.kr/p/y1nMn

● Steven Depolo - https://flic.kr/p/7xvoCj

● Travis Isaacs - https://flic.kr/p/6XDLbw