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They say content is king, but really, distribution is queen and she wears the pants. If you're relying solely pitching publishers via email and crossing your fingers, there are a lot of opportunities awaiting to get your content seen. Learn 43 tips that teach you how to distribute content via earned, owned, and paid media channels in order to amplify your brand and become famous.
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BEYOND MANUAL OUTREACH:How to Leverage All Distribution Channels
Adria Saracino
@adriasaracino#SEARCHLOVE
source
total visits: 322K
social shares: 3,300@adriasaracino
#SEARCHLOVE
@adriasaracino#SEARCHLOVE
social shares: 110K
total visits: 1.8M
@adriasaracino#SEARCHLOVE
total visits: 116K
social shares: 26K
@adriasaracino#SEARCHLOVE
site mentions: 8
social shares: 34
@adriasaracino#SEARCHLOVE
site mentions: 11
social shares: 90
@adriasaracino#SEARCHLOVE
# emails sent: 50
distribution methods: 1
@adriasaracino#SEARCHLOVE
# emails sent: 91
distribution methods: 1
@adriasaracino#SEARCHLOVE
Content is king…“
@adriasaracino#SEARCHLOVE”
Content is king…but distribution is queenand she wears the pants.
– Jonathan Perelman, Buzzfeed“
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
search engines
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
@adriasaracino#SEARCHLOVE
search engines
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
43 WAYS TO GETYOUR CONTENT SEEN
@adriasaracino#SEARCHLOVE
PPC
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
@adriasaracino#SEARCHLOVE
PPC
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
theaters
blogs
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
@adriasaracino#SEARCHLOVE
GROUP ONE: OWNED MEDIA
@adriasaracino#SEARCHLOVE
1
resourceimage credit
Use tools to split test headlines
@adriasaracino#SEARCHLOVE
1
resource resource
Use tools to split test headlines
@adriasaracino#SEARCHLOVE
2
source
Make it easy for readers to share
@adriasaracino#SEARCHLOVE
3
resource
Test social CTAs within content
@adriasaracino#SEARCHLOVE
4
source
Optimize which CTAs to include
@adriasaracino#SEARCHLOVE
5
resourceimage credit
Install Open Graph Meta Protocol
@adriasaracino#SEARCHLOVE
6
resourceimage credit
Use Facebook Connect
@adriasaracino#SEARCHLOVE
7
resourceimage credit
Setup retargeting cookies
@adriasaracino#SEARCHLOVE
8
resourceresource
Apply dynamic retargeting to email
@adriasaracino#SEARCHLOVE
9
sourceresourceImage credit
See who embedded your videos
@adriasaracino#SEARCHLOVE
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
GROUP TWO: PAID MEDIA
● PPC
● Social media
● Influencer partnerships
● Native advertising
PAID MEDIA OUTLETS
@adriasaracino#SEARCHLOVE
@adriasaracino#SEARCHLOVE
Pay-Per-Clickimage source
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10
image source
Prepare for ongoing management
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11
resource
Remember to setup exclusions
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12
resourceimage credit
Remember to set time limits
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13
source
Leverage engagement ads
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14
source
Promote your G+ page
@adriasaracino#SEARCHLOVE
15
image credit
Don’t miss out on retargeting
@adriasaracino#SEARCHLOVE
16
resourceimage credit
Use custom lists to target
users who completed a certain action
@adriasaracino#SEARCHLOVE
17
resourceimage credit
Use custom combo lists to
target users who visited specific pages
@adriasaracino#SEARCHLOVE
18
source
Try tools like Resonance
@adriasaracino#SEARCHLOVE
Paid Social Mediaimage credit
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
20
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Embrace the creepiness of Facebook
@adriasaracino#SEARCHLOVE
21
* All logos link to company site
Use tools to understand your audience
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21
Use tools to understand your audience
* All logos link to company site
@adriasaracino#SEARCHLOVE
22
source
Target users by job title
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23
resourceresource
Create custom audiences on Facebook
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24
Target purchasers with related content
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25
resource
Create lookalike audiences on Facebook
@adriasaracino#SEARCHLOVE
26
sourceimage credit
Create lookalike audiences
based off users who visited content
@adriasaracino#SEARCHLOVE
27
Create high affinity target groups
sourceimage credit
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28
sourceimage credit
Keep an eye on FBNewswire
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29
resourceimage creditcitation
Use Twitter cards
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30
sourcesource
Hell, skip the content promo
& go straight to the buy
@adriasaracino#SEARCHLOVE
32
source
Run ads on competing YouTube channels
@adriasaracino#SEARCHLOVE
Influencer Partnershipsimage credit
@adriasaracino#SEARCHLOVE
33
Use tools that connect you with bloggers
* All logos link to company siteadditional tools
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34
image credit
Think beyond website coverage
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35
Setup retargeting pixel on blogger’s site
image credit
@adriasaracino#SEARCHLOVE
Native Advertisingimage credit
”A form of paid media in which the ad integrates seamlessly with the content and UX of the site in which it’s placed.
– Sharethrough“@adriasaracino
#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
@adriasaracino#SEARCHLOVE
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$50,000
source
@adriasaracino#SEARCHLOVE
$50,000
source
@adriasaracino#SEARCHLOVE
@adriasaracino#SEARCHLOVE
36
Leverage content distribution platforms
* All logos link to company site
@adriasaracino#SEARCHLOVE
37
source
Keep an eye on Google
IS OUTREACH DEAD?
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image source
social shares: 110K
total visits: 1.8M
@adriasaracino#SEARCHLOVE
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
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@adriasaracino#SEARCHLOVE
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@adriasaracino#SEARCHLOVE
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THE #KLONTZINATOR @Britt_Klontz
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OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
GROUP THREE: EARNED MEDIA
@adriasaracino#SEARCHLOVE
38
source
Identify writers with amplification potential
1
2
3
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39
source
Target bloggers that already follow you
@adriasaracino#SEARCHLOVE
40
resource
Use MailChimp to find similar email lists
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BY ALL MEANS
TELL ME MORE ABOUT THE CONTENT YOUR COMPANY CREATEDsource
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
source
?
@adriasaracino#SEARCHLOVE
SPENDS WEEKS TRACKING YOU DOWN
THEN CALLS IT SERENDIPITY.image credit
total visits: 322K
social shares: 3,300@adriasaracino
#SEARCHLOVE
total cost: $800@adriasaracino
#SEARCHLOVEsource
@adriasaracino#SEARCHLOVE
total cost: $800source
@adriasaracino#SEARCHLOVE
made us a credible sourcesource
@jsedmond
@adriasaracino#SEARCHLOVE
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
OUTREACH ON STEROIDS
@adriasaracino#SEARCHLOVE
41
Use tools to find publishers
* All logos link to company site
@adriasaracino#SEARCHLOVE
41
Use tools to find publishers
resource
@adriasaracino#SEARCHLOVE
42
Target editors via LinkedIn
source
@adriasaracino#SEARCHLOVE
42
Target editors via LinkedIn
source
@adriasaracino#SEARCHLOVE
43
Target editors via Facebook
resource
@adriasaracino#SEARCHLOVE
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
@adriasaracino#SEARCHLOVE
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
THANK YOU.
