Content Promotion: Small Tactics With

HUGE Impact

Brought to you by:

www.wordstream.com/learn#CMCa2z @larrykim

#CMCa2z @larrykim

Download Slides Here:

http://bit.ly/cmc2015

3 Random Facts

About Me

(@larrykim)

3. Originally From Winnipeg, Canada!1. Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year

#CMCa2z @larrykim

Photos of WordStream’s Global

Headquarters:

2008 2015

#CMCa2z @larrykim

#CMCa2z @larrykim

2. Author of World’s Most Popular PPC Marketing Blog

#CMCa2z @larrykim

Millions of Links from 37.7K Domains

#CMCa2z @larrykim

My First Blog Post 6 Years Ago

#CMCa2z @larrykim

New Posts Get Thousands of Shares

3. Have a One-Year Old Kid (#ppckid)

#CMCa2z @larrykim

• Why Content

Promotion?

• Five Ridiculously

Powerful Content

Promotion Hacks

#CMCa2z @larrykim

Today’s Agenda!

Why Should You Care

About Content

Promotion

?

#CMCa2z @larrykim

#CMCa2z @larrykim

#1) 85% of Content Generates < 250

Page Views

#2: Facebook Organic Reach

Stinks

#CMCa2z @larrykim

#3: SEO Sucks For Branding

#CMCa2z @larrykim

#4: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Captured Lead

Engage with Content

#CMCa2z @larrykim

<1%

#4: Typical Conversion Rate Via Content <1%

#CMCa2z @larrykim

Most Content Marketing Campaigns Are More Like This…

4% of Articles Generates ½ the Traffic

#CMCa2z @larrykim

@larrykim

Content Unicorns! (Top 4%)• ~ 50% of Traffic• ~ 70% of Social Shares• ~ 80% of Links & Blog Comments

Ad Text Testing

• Same Story – 20% of Ads Generate 92% of Spend

• 20% of Ads Generated 65% of Impressions

• But CPA, CTR, and Conversion Rates vary

@larrykim, @perrymarshall

Content Unicorn Type #1

Aligned with High

Volume Keyword

(SEO)

#CMCa2z @larrykim

#CMCa2z @larrykim

#CMCa2z @larrykim

#CMCa2z @larrykim

Over 200k Views For $1k Investment

Content Unicorn Type #2

Leverages

Trending Topic

#CMCa2z @larrykim

#CMCa2z @larrykim

+10,000 Press Pick-Ups, +10M Views

#CMCa2z @larrykim

Content Unicorn Type #3

Sensational Topic

Engineered for

Viral Sharing

#CMCa2z @larrykim

Typical BuzzFeed Stuff…

#contenthacks

Section Title

What is working? Can you reuse it?

Example – BuzzFeed Quizzes

#CMCa2z @larrykim

Section Title

#CMCa2z @larrykim

Section Title

#CMCa2z @larrykim

This Article Generated 24.9k Shares!

• Unexpected Path To Success

• Inspirational

• Group Inclusion Dynamics

• #2 Most Popular Story on Inc.com in December!

#CMCa2z @larrykim

This Article Generated 27.4k Shares!

• Unexpected Path To Success

• Inspirational

• Group Inclusion Dynamics

• #2 Most Popular Story on Inc.com in September!

#CMCa2z @larrykim

5 Content Promotion

Hacks for Creating

Content Unicorns

Content Promotion Hack #5

Content Promotion

Happens *Before*

Writing (Not After!)

#CMCa2z @larrykim

#CMCa2z @larrykim

#CMCa2z @larrykim

#CMCa2z @larrykim

Key Takeaway #1: If you can’t figure out ahead of time who will promote your content and why, don’t bother.

#CMCa2z @larrykim

Key Takeaway #2: Content Marketing Success is Largely Determined in the Planning Phase Before Writing a Single Word.

#CMCa2z @larrykim

Content Promotion Hack #4

Build Out Content

Promotion Networks

#CMCa2z @larrykim

#CMCa2z @larrykim

Leverage Other People’s Audiences

#CMCa2z @larrykim

Syndicate Your Content

#CMCa2z @larrykim

LinkedIn Blogging

#CMCa2z @larrykim

How LinkedIn Pulse Works

#CMCa2z @larrykim

How to Get LinkedIn Blog Posts Categorized into LinkedIn Pulse Channels

#CMCa2z @larrykim

Get to Top of LinkedIn Channel By Driving Engagement to Your Blog Post

#CMCa2z @larrykim

Top LinkedIn Pulse Articles Get Recommended On User Timelines

#CMCa2z @larrykim

Content Promotion

Hack #3

Leverage Paid

Promotion

#CMCa2z @larrykim

How does stuff go “Viral”?

A True Twitter Ads Content Promotion Story

#CMCa2z @larrykim

Shared Content on my Social Media

#CMCa2z @larrykim

Promoted Post To My List of “Industry Influencers”

#CMCa2z @larrykim

Picked Up in Marketing Land 2 Hours Later…

#CMCa2z @larrykim

Exponential Growth

#CMCa2z @larrykim

Paid Social ROI Analysis

• 500 High Value Press Pickups and Links

• Great Brand Exposure

• +100k Site Visitors

• Total Cost: $50

• Total Time: 30 Minutes

#CMCa2z @larrykim

#CMCa2z @larrykim

Key Takeaway:

You Need Interesting Content

+ Influential People Finding Your Stuff

Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”

# o

f S

ocia

l S

hare

s

WordStream Articles

#CMCa2z @larrykim

Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”

WordStream Articles

# o

f S

ocia

l S

hare

s

#CMCa2z @larrykim

How To Target Super

Connectors on Facebook?

Targeting Super-Connectors on Facebook

#CMCa2z @larrykim

How To Find Influencers?

#CMCa2z @larrykim

Not All Your Content is Interesting

to Super-Connectors: How to

Promote “Boring Content”

Probably Won’t End Up in The Wall St. Journal…

#CMCa2z @larrykim

Target Using Remarketing

#CMCa2z @larrykim

Targeting Fans on Twitter

#CMCa2z @larrykim

Twitter Ads Top Secret Quality Score Algorithm

#CMCa2z @larrykim

1 Point Increase in Engagement Rate = Approx 5%

Decrease in Cost Per Engagement

What About Google+?

#CMCa2z @larrykim

Actually a Few People Hang Out There…

#CMCa2z @larrykim

+Post Ads on Google+

• No Ads in Google+ Timelines

• Instead Google+ Updates Show Up All Over The Web as Display Ads

#CMCa2z @larrykim

Google+ Company Page Engagement Before and After Using $25 (USD) / Day

AfterBefore

#CMCa2z @larrykim

Content Promotion Hack #2

Don’t Forget

Mainstream Media!

#CMCa2z @larrykim

Why Go on Television & Radio

• Avg. 30 Second Commercial Prime Time = $100k

• 2000x Bigger than Presenting a conference

• Your Mom and Friends will think you’re Cool

• Leads to More TV Appearances

#CMCa2z @larrykim

#CMCa2z @larrykim

How To Get TV Producers to Email You

#CMCa2z @larrykim

My Twitter Ads vs. Facebook Ads Story, Right Before Their IPO

#CMCa2z @larrykim

TV & Radio Producers Also Need Stories!

#CMCa2z @larrykim

#1

Spend 80% of

Time on Topic

Research, 20%

Actually Writing

#CMCa2z @larrykim

Test Your Content Ideas First

#CMCa2z @larrykim

Only Write Up The Best Ideas

#CMCa2z @larrykim

This Got 25x More Shares Than Average Article on Inc.com

#CMCa2z @larrykim

Get Inspired By What Works

#CMCa2z @larrykim

Only Jump on the Top 5% of Stories

#CMCa2z @larrykim

Just Two Key Takeaways:

#CMCa2z @larrykim

#CMCa2z @larrykim

#1) Most Content Goes Nowhere. Use These Tactics and Strategies to Produce More Unicorns & Less Donkeys.

#2) Content Promotion Success Shouldn’t be so Random. Make Your Own Luck!

• Focus on Promotional Angles First

• Build Up Distribution Networks

• Leveraging Paid Promotion

• Don’t Forget Mainstream Media

• Spending WAY More Time on Topic Research

#CMCa2z @larrykim

Thank You Content

Marketing Conference!

Slides:

http://bit.ly/cmc2015