Creating a Content Promotion Plan that Works | Digital Marketing for Business 2015

CONTENT MARKETING:
CREATING A PROMOTION PLAN THAT WORKS
CASIE
GILLETTE
•
DIRECTOR
OF
ONLINE
MARKETING
•
KOMARKETING

CASIE GILLETTE
DIRECTOR
OF
ONLINE
MARKETING

10
YEARS
SEO
http://slideshare.net/casieg
#DMFB15 • @CASIEG • @KOMARKETING

How many times have you heard content is king? Or content is queen? Or content is some royal person…too many!

CONTENT…
ONLY TAKES YOU SO FAR

If a marketer writes a piece of content, will anyone read it? Will anyone link to it? Maybe. If they don’t, it makes it a lot harder
to keep writing. How do we set ourselves up for success?

CONTENT MARKETING MUST HAVE
MARKETING

CREATION
PLANNING
PROMOTION

ME WANT
CONTENT

LOOK WITHIN YOURSELF…OR YOUR
WEBSITE

Take a deep dive into analytics to understand what it is your audience already likes. Find out which content drove the most
traffic and the most shares. Landing page reports are a great way to see what content drove users to the site.
LANDING PAGES

You also need to know which content drove the most organic traffic. Which types of content already perform well in search?
What is it you know your audience is looking for?
ORGANIC TRAFFIC

CONVERSIONS
Don’t forget about conversions. We want to drive users to our site, but more importantly, we want them to do something! See
which pages drove conversions or at least contributed to driving conversions.

As you’re looking at your top landing pages, start looking for trends. What types of posts are driving the most traffic? What
topics are driving the most traffic? By understanding this data, you have a much better idea of what your audience wants.
TRENDS

CONTENT TYPE TOPIC KEYWORD
BLOG
MAIN
CASE
STUDY
LIST
RESEARCH
NEWS
GENERAL
SOCIAL
SEO
PPC
CONTENT
B2B
LINKS
KEYWORDS
CONTENT
OTHER

SHARING IS
CARING

TOP SHARES
Analytics can be helpful in showing you not only where your content is being shared but will also show you which content is
being shared on which network. You can find where your audience is and what they actually share across social channels.

Open Site Explorer is a tool from Moz that will provide you with link data on your site or any other site out there. We want to
focus on top linked pages. Again, this will give us an understanding of what our audience finds interesting.

BuzzSumo can give you some really great insights into how content is being shared. See which pages generated the most
shares and in which networks they generated those shares.

As you start putting together content ideas and topics, do a search to see what content is out already there around each topic. Plug the
URLs into SharedCount and it'll show you how many shares each piece got across various social networks, including Facebook and
Stumbleupon.

BuzzSumo now also offers a content analysis tool, showing you average shares by network, content type, content length and more!

COMPETITIVE
CONTENT

As we consider the content creation process, we have to think about how people are actually searching. And that’s changing.

27% OF SEARCH QUERIES ARE
QUESTIONS

70% GROWTH IN YOUTUBE
HOW-TO SEARCHES

AVG VOICE SEARCH QUERY
5-6 KEYWORDS

ME WANT
???????

Forums are a great place to see what people are asking. Quora, Spiceworks & niche forums make for easy content generation.

IF IT’S WHAT OUR USERS WANT

HOW DO YOU BUILD
BUZZZZZZZ?

WHO

REFERRERS
Referral data can show you who has already linked to you site. These people are already interested in what you have to say.

With BuzzSumo, you can see all users who shared a piece of content on Twitter AND what other types of posts they shared.

You can also look for influencers by topic to see who else might be worth targeting in the promotion phase.

Followerwonk can also help you identify influencers. Followerwonk will identify people by topic or keyword by searching their bios or
Twitter profiles.

Want to find people on Google+? There’s a great bookmarklet from AJ Kohn called Ripples. Create circles by topic.

You can start looking for people’s email addresses with BuzzStream’s Email Research Tool or Citation Labs Email Finder.

BUILD YOUR
NICE LIST

Where do you want people to see your content? Plastering your content all over the internet probably isn't going to be the answer. Using
the Google Analytics data mentioned earlier combined with information on our influencers, you can start to see where your audience is
most active and where it makes the most sense to promote the content. Identify communities and sites that are worth reaching out to.
GROUPS

Go back to your forums & find where questions were asked related to your content. Can you go back and answer the question now?

Keyhole is a good tool for tracking hashtags. It tracks across Twitter, Instagram & Facebook and give some really great data. It will show
you top posts by a keyword or hashtag, the most influential users for the term, demographics, and it will even give you other hashtags
that are being used with it. This is all really information for the promotion piece.

How do you get people to share something? Make them a part of it. Make them feel involved.

When planning your content promotion, don’t leave out paid social media as it’s becoming a really big part of content distribution.
Twitter, Facebook, and LinkedIn offer some good targeting options and can be used even if you have a small budget.
GET PAID

CREATION
PLANNING
PROMOTION

CASE STUDY

The biggest caveat to all of this is you aren’t going to go all out for every single piece of content you produce. That doesn’t mean you
shouldn’t however have a strategy for every single piece you produce.
For the Komarketing B2B report mentioned previously, MarketingLand.com was one of the first sites we reached out to and they ran a
recap of it the day it launched. We then sent it out to our target list of influencers whom we had previewed the report to and then to the
actual survey respondents. We also ran a targeted LinkedIn ad and promoted it on our general social channels. It was picked up by over
30 sources, featured on Dell’s Facebook page, is one of the top linked pages on our site, and continues to be referenced to this day.

MARKETING LAND

MARKETING LAND
INFLUENCERS

MARKETING LAND
INFLUENCERS
RESPONDENTS

MARKETING LAND
INFLUENCERS
RESPONDENTS
LINKEDIN AD

MARKETING LAND
INFLUENCERS
RESPONDENTS
LINKEDIN AD
BLOG POST
SOCIAL
NEWSLETTER

•  30+ PRESS/BLOG PICK-UPS
•  DELL’S FACEBOOK PAGE
•  TOP LINKED PAGES ON SITE
•  TOP TRAFFICKED PAGES

To make your life easier, make sure to track your promotion as closely as possible. Tools like BuzzStream or RavenTools allow you to keep
the conversations in one place. This is important when there are multiple people working on a team.

SUCCESS KID!

HTTP://SLIDESHARE.NET/CASIEG
•
CASIEG@KOMARKETINGASSOCIATES.COM

Creating a Content Promotion Plan that Works | Digital Marketing for Business 2015

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Creating a Content Promotion Plan that Works | Digital Marketing for Business 2015