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@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
● 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
