How Content Promotion Changed Digital Marketing Forever
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THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE http://bit.ly/1psGB3S It's no secret that the Internet is a noisy place. With so many brands competing for attention, building a new audience from scratch can seem nearly impossible. This presentation will explain an effective strategy for breaking through the noise while driving meaningful returns, quickly. Takeaways include: -Why most content marketing campaigns fail -How to succeed -Which tools are available to help facilitate success -How to budget for content promotion
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How Content Promotion Changed Digital Marketing Forever
- 1. #CONTENTPROMO How Content Promotion Changed Digital Marketing Forever Chad Pollitt VP of Audience & Co-Founder, Relevance
- 2. VP of Audience, Co-founder @chadpollitt CHAD POLLITT
- 3. 1 Content Failure Fatigue 2 The Problem 3 The Solution 4 The Content Promotion Ecosystem 5 Success Stories 6 How it’s Done 7 How to Budget AGENDA
- 4. #CONTENTPROMO 1 Content Failure Fatigue
- 5. #CONTENTPROMO Great Content Goes Unread Every Day
- 7. #CONTENTPROMO How Does It Make You Feel?
- 9. #CONTENTPROMO Others might just roll their eyes in FRUSTRATION
- 10. #CONTENTPROMO A feeling of DISGUST would be perfectly normal, too
- 11. #CONTENTPROMO Some people might feel DEMORALIZED or EMBARRASSED
- 14. #CONTENTPROMO Every Minute of Every Day
- 15. #CONTENTPROMO - Mashable Every Minute of Every Day
- 16. #CONTENTPROMO - Mashable 571 websites are launched Every Minute of Every Day
- 17. #CONTENTPROMO - Mashable 571 websites are launched 350,000 tweets are tweeted Every Minute of Every Day
- 18. #CONTENTPROMO - Mashable 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded Every Minute of Every Day
- 19. #CONTENTPROMO
- 20. #CONTENTPROMO 2.73 million blog posts are written and published daily The Content Promotion Manifesto Over
- 22. #CONTENTPROMO Facebook’s organic reach is at 6% and dropping - Ogilvy & Mather
- 23. #CONTENTPROMO With other networks likely to follow suit
- 24. #CONTENTPROMO 42 of the top 50 SEO ranking factors are off-page Including the top 12 factors overall - Moz, 2013 Search Engine Ranking Factors
- 25. #CONTENTPROMO On-page content only has an indirect impact on off-page signals
- 26. #CONTENTPROMO SEO is not something you do anymore, it’s what happens when you do everything else right
- 27. #CONTENTPROMO The Internet is… a VERY noisy place for a brand to stand out and be found today
- 28. #CONTENTPROMO 37% of marketers believe they’re using their content effectively CMI Only
- 29. #CONTENTPROMO This isn’t a CONTENT PROBLEM
- 31. #CONTENTPROMO So what should marketers do about it?
- 34. #CONTENTPROMO Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester “
- 35. #CONTENTPROMO Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester “
- 36. #CONTENTPROMO 3 The Solution: Content Promotion
- 37. #CONTENTPROMO
- 41. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication
- 42. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Newsletter
- 43. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Newsletter
- 44. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Social Native Newsletter
- 45. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter
- 46. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter Press Releases
- 47. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter Social Media Press Releases
- 48. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter Email Social Media Press Releases
- 49. #CONTENTPROMO 4 The Content Promotion Ecosystem
- 51. #CONTENTPROMO It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read David Ogilvy, the “Father of Advertising” “
- 52. #CONTENTPROMO • Business 2 Blogger • Blogsvertise • Markerly • GroupHigh • Syndicateads.net • Buysellads.com • IZEA • Adproval • Web.Blogads.com • BlogHer • Triberr Advertorial Networks
- 56. #CONTENTPROMO 15 to 20x increase in production and still barely met demand. Inc.com forced a
- 57. #CONTENTPROMO American Giant Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off
- 58. #CONTENTPROMO Great product and story with purposeful promotion
- 59. #CONTENTPROMO How Rodon Beats Chinese Pricing
- 60. #CONTENTPROMO The Rodon Group Earned coverage from virtually every major media outlet “Cheaper than China” Ebook
- 61. #CONTENTPROMO The Rodon Group …BECAUSE of an in-person endorsement from the POTUS
- 62. #CONTENTPROMO Great content with purposeful promotion
- 64. #CONTENTPROMO Slingshot SEO Earned coverage from academia, media outlets and industry influencers around the world
- 65. #CONTENTPROMO Even an onstage endorsement from Rand Fishkin at INBOUND 2012
- 66. #CONTENTPROMO Slingshot SEO Research and media relations enabled the study to advance an industry
- 67. #CONTENTPROMO Great content and research with purposeful promotion
- 68. #CONTENTPROMO Content promotion that drove eight- digits of incremental revenue
- 69. #CONTENTPROMO Teradata Earned coverage from 46 media outlets and trade publications “Big Data Marketing Hero” Ebook
- 70. #CONTENTPROMO Over 3 million media impressions 25% landing page conversion rate 30 global brand prospect meetings
- 71. #CONTENTPROMO Teradata A full-on owned, paid and earned media blitz drove 36x return on investment
- 72. #CONTENTPROMO Great content and promotion on all three media channels
- 73. #CONTENTPROMO The Bottom Line for You?
- 74. #CONTENTPROMO Start with GREAT Content and Promote It
- 75. #CONTENTPROMO 800+ incremental leads in 14 days from one mention on Inc.com
- 76. #CONTENTPROMO 6 How it’s Done
- 78. #CONTENTPROMO Define Personas Media Assessment Audience Assessment Content Assessment Influencer Identification Research
- 80. #CONTENTPROMO Create content and all supporting assets Creative
- 82. #CONTENTPROMO Promotion Finalize Pitch Angles Editorial Outreach Influencer Outreach Paid Media Email Social Media
- 85. #CONTENTPROMO 7 How to Budget for Content Promotion
- 86. #CONTENTPROMO Half the money I spend on advertising is wasted; the trouble is I don’t know which half John Wanamaker, the “Father of the Modern Department Store” “
- 87. #CONTENTPROMO 63% of marketers believe they’re NOT using their content effectively CMI
- 88. #CONTENTPROMO 2013 Spending on Content Promotion
- 89. #CONTENTPROMO 2013 Spending on Content Promotion On average, brands spent at least…
- 90. #CONTENTPROMO 15.2% of content marketing budgets on promotion Content Promotion Manifesto
- 91. #CONTENTPROMO This is a Recipe for FAILURE
- 93. #CONTENTPROMO DigitalRelevance Clients Spent 40% of their content marketing budgets on promotion
- 94. #CONTENTPROMO This is a Recipe for SUCCESS
- 95. #CONTENTPROMO SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto
Notes de l'éditeur
- Bio slide 2