@staceycav

Content PromotionTo Win and Retain Audiences

Stacey MacNaughtTecmark

#learninbound @staceycav

#learninbound @staceycav

Google? Don’t they make t-shirts?

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What my friends think I do…

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What my clients think I do…

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What my Nan thinks I do…

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What my Nan thinks I do…

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What I think I do…

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What I really do…

Planning Strategy

Measurement

Expectation

Setting

IdeationPitching

Research

CompetitorAnalysis

AudienceAnalysis

Promotion

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It’s hard bloody work.

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And no, I don’t get paid to “piss around on

Twitter all day.”

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Well, not every day.

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There’s too much content that gets no

traction

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://blog.monarch.co.uk/top-50-signs-your-relationship-is-serious/

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http://blog.monarch.co.uk/top-50-signs-your-relationship-is-serious/

#learninbound @staceycav

http://blog.monarch.co.uk/top-50-signs-your-relationship-is-serious/

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http://blog.monarch.co.uk/top-50-signs-your-relationship-is-serious/

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And I’ve launched some f***ing awful content too

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(Sorry).

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Wtf is with the dinosaur?!

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Fast forward 4 years…

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http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/

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http://www.bbc.co.uk/news/magazine-29570615

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http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos-humanity-internet-yahoo

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http://www.dronsfields.com/blog/revealed-what-the-british-public-really-think-of-jeremy-clarkson/

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£££ Direct and Assisted Bookings

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#learninbound @staceycav

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What I really do…

Planning Strategy

Measurement

Expectation

Setting

IdeationPitching

Research

CompetitorAnalysis

AudienceAnalysis

Promotion

#learninbound @staceycav

#learninbound @staceycav

#learninbound @staceycav

Treat your content like your products or services

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Invest at least as much into promotion as production

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http://relevance.com/introducing-the-content-promotion-ecosystem/

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Win your audience

#learninbound @staceycav

It starts before your content goes into

production

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What are the goals?

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What are the goals?

How will you measure them?

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What are the goals?

How will you measure them?

Who are you promoting to?

#learninbound @staceycav

What are the goals?

How will you measure them?

Who are you promoting to?

What makes you think they’ll give a crap?

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Format for your Audience

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Tier Your Targets

1.Major Influencers

2. Mid Weight Influencers

3. Smaller publications/Influencers

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Find Your Contacts

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Get in Touch with Tier 1 Before Production

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Get a provisional agreement to the

concept

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Commitment

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I saw you wrote about people with their faces in their phones in the

pub!

If I had data suggesting people spend 3 hours of the day on their

phone, would it be of interest?

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Reciprocity

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Great. While we’re conducting our research, are there any other

questions you think we should be asking?

Is there any data we could acquire that would specifically help you?

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When it’s ready, go to tier 1 first

Individual contact. Phone/Email/Social

2. Mid Weight Influencers

3. Smaller publications/Influencers

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Only then, tier 2

Individual contact. Phone/Email/Social

Individual contact. Phone/Email/Social

3. Smaller publications/Influencers

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And finally tier 3.

Individual contact. Phone/Email/Social

Individual contact. Phone/Email/Social

A small degree of “templating”. Mailchimp.

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#learninbound @staceycav

Paid Press Release Distribution

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Paid Promotion

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Paid Promotion

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Nobody’s bidding

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Nobody’s bidding

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Nobody’s bidding

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Nobody’s bidding

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Be sure about your content before you

spend a thing.

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You can buy the click but you can’t buy the action or someone’s positive sentiment.

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Good Old On Page SEO

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www.answerthepublic.com

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Initial title: “Destination Inspiration Quiz”

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Nobody’s looking for that.

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Where should I go on holiday?

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And then there’s all the variants

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An asset with relevant organic presence has

longevity

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Retain your audience

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Soft calls to (inter)action

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Categorise Your Content Audience

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Turn your content consumers into fans

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Make friends with your PPC people.

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Retargeting. Retargeting. Retargeting.

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Retention is cost effective

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Have realistic expectations

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It takes time.

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It might take several interactions

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Become Familiar

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Map out the journeyfrom discovery to purchase

and loyalty

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And map your content efforts to it

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And learn from #epicfails

#sascon @staceycav

Thank you

stacey.macnaught@tecmark.co.uk

@staceycav