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Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works. Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort. This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.
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Bill Flitter• 15+ years online marketing experience• 3x Entrepreneur, founder dlvr.it • Content Marketing Strategies Conference creator • Youth basketball coach
PRESENTS:How to Leverage Earned & Owned Media to Create Effective Paid Media Programs
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Agenda
• A few creditability slides
• 3 step promotional action plan
• Q & A
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Mission: Distribute the world’s content
Distribute the world’s content
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dvlr.it scales syndication for
to distribute 2.5M stories daily to
600M fans, followers, subscribers
350K businesses who rely on dlvr.it
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Integrating earned, owned and paid media
Save media dollars
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Content connects brands…
…and people.
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But content promotion is messy.
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Find peace with paid distribution
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Definitions
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Feedback cycle of yesterday
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Today’s focus group
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Reduce your paid media budget
Owned Media Earned Media
Data
sharing
traffic
Content
Paid Media
Da
ta
BlogSocial
Website
FreeRetweets
SEO
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Promotional Plan
DistributeTo Owned Media
MeasureOwned & Earned Performance
GrowAmplify what’s working
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Promotional plan
DistributeTo Owned Media
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Build content once
REUSEREFORMATREPUBLISH
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Make content searchable, snackable and shareable
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Automation is not a dirty word
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Assembling the pieces
Video Recipes News Press Images
Websites Mobile Search Social
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Shared on social
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Optimize for search
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Syndicate to blogs and websites
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Format for mobile
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Tools to help
Earned & Owned distribution
Mobile
Blogger Outreach
SEO
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MeasureOwned & Earned Performance
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Reminder: What’s the goal?
Save media dollars
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Buying media
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Lots of social media signals
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Overwhelmed with data
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Monitor actionable data
Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales)
Demographic Analysis: Determine who clicked what
Sentiment Analysis: Surface popular themes or keywords
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Monitor actionable data
Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales)
1. Cut non performing content 2. Continue with what works in paid media3. Change and republish low performing stories
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Monitor actionable data
Demographic Analysis: Determine who clicked what
1. Discover what resonates with different social groups
2. Determine what content to create for each group3. Direct paid media to the exact audience
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Monitor actionable data
Sentiment Analysis: Surface popular themes and keywords
1. Surfaces future story ideas and direction2. Serves as a signal for future product, sales and
marketing ideas3. Supplies keyword and category data to inform
paid media
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Tools to help
Earned & Owned
Demos
Website
Social
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GrowAmplify what’s working
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Let’s be realistic about earned media
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The PRO Plan
Promote: Proactively drive traffic
Retarget: Re-message blog visitors
Optimize: Review and refine
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The PRO Plan
Promote: Proactively drive traffic
1. Assembling the assets Targeting: Keyword, category, demographic. Content: repurpose what resonated with
earned & owned audiences2. Automate with RSS3. Add tracking link appends (example UTM
codes with Google Analytics) Example: http://dlvr.it/?
utm_source=dlvr.it_blog&utm_medium=display&utm_campaign=Dlvr_blog_distr
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Promote: Related articles
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Promote: Dynamic display ads
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Promote: Native placements
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Promote: Native placements on mobile
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The PRO Plan
Retarget: Re-message blog visitors
1. Recapture visitors attention after they leave your site or blog
2. Remarket a sequence of articles or offers 3. Retain existing customer’s attention and share
of wallet
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The PRO Plan
Optimize: Review and refine
1. Apply same technique discussed with owned media:• Content Analysis: Create a list of headlines ranked by activity
generated (clicks retweets, sales)
• Demographic Analysis: Determine who clicked what
• Sentiment Analysis: Surface popular themes or keywords
2. Create or curate new content to feed the cycle
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Tools to help
PaidEarnedOwned
Paid
Press
Content Seeding
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Uber list of social toolshttp://www.lumapartners.com/lumascapes/social-lumascape/
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Recap
Owned Media Earned Media
Data
sharing
traffic
Content
Paid Media
Da
ta
BlogSocial
Website
FreeRetweets
SEO
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Did we accomplish our goal?
Save media dollars
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Invitation
May 7 WorkshopMay 8-9 ConferenceBerkeley, CA
SAVE 50% with promo code: verticalmeasures
REGISTER: http://ContentMarketingNow.com/conferences
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Q & A
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
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FREE WEBINAR SERIES
Join us May 9th at 11am PST/2pm ESTPowerful and Effective Link Strategies with Advanced Search Commands
Co-Presenters:
Brynna Baldauf & Kaila Strong of:
Learn about:• Advanced search queries, their meanings and best
practices• Effective search commands for link building• Using social media and search commands for link
building• How to diversify your search queries for maximum results• Specific examples of advanced search commands
Visit www.verticalmeasures.com/webinars for registration information.
