TRANSFORMING CONTENT
CONNECTIONS
HOW TO SUCCESSFULLY PROMOTE
YOUR CONTENT?
CONTENT TRENDS
PROMOTING YOUR CONTENT
PLAN, PROMOTE, OPTIMISE
PLAN
CONTENT CREATION
PLAN
SPONSORED CONTENT IS
AWESOME!...?
CONTENT MARKETING MATRIX
PLAN
THE DREAM…
Magazine with 5
million subscribers
Put a man in space
Massive YouTube
channel
Huge association
with extreme sp...
CONTENT CREATION
PLAN
VIDEO STORY TELLING
PLAN
69 Million
YouTube views
Traffic to the Wren website is up 14,000%, and 96%
of those visitors are...
1. The internet
2. Loves
3. Lists
9 out of
10 lists
go viral
Source: Nic Newman 2014 Predictions
GALLERIES & LISTS ARE
POW...
RULES FOR PRODUCING CONTENT
PLAN
1. KNOW YOUR AUDIENCE
2. BE BOLD & EXPERIMENTAL
3. LEVERAGE THE INFLUENCERS
4. DON’T BE A...
PROMOTE
SEO & GOOGLE
PROMOTE
Optimize for search:
 Panda algorithm update – Penalizes poor content and looks at web
content from ...
SOCIAL MEDIA
PROMOTE
CAPITALISE ON REAL-TIME EVENTS
PROMOTE
DYNAMIC
VIDEO
INTEGRATION
DYNAMIC
FEED OF
GRAMMY
ARTICLES
CAPITALISE ON REAL-TIME EVENTS
PROMOTE
*IAB Rising Star Benchmarks ** VIZU norm for brand preference 7%; VIZU norm for auto category brand lift 8.6%
TRENDING KEY...
PAYING FOR PROMOTION
PROMOTE
PAYING FOR PROMOTION
PROMOTE
MAKE YOUR CONTENT WORK HARDER
PROMOTE
MAKE YOUR CONTENT WORK HARDER
PROMOTE
OPTIMISE
CROSS PLATFORM
OPTIMISE
MEASUREMENT METRICS
OPTIMISE
 ENGAGEMENT
 VIDEO COMPLETION RATES
 VIDEO PLAYS
 DWELL TIME
 CLICK THROUGH RATES
ENGAGE BE RELEVANT
BE TRANSPARENT BUILD TRUST
Q&A
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How to Promote your Content

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Presentation by Sam Pattinson - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

Published in: Marketing, Technology, Business
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How to Promote your Content

  1. 1. TRANSFORMING CONTENT CONNECTIONS
  2. 2. HOW TO SUCCESSFULLY PROMOTE YOUR CONTENT?
  3. 3. CONTENT TRENDS
  4. 4. PROMOTING YOUR CONTENT
  5. 5. PLAN, PROMOTE, OPTIMISE
  6. 6. PLAN
  7. 7. CONTENT CREATION PLAN
  8. 8. SPONSORED CONTENT IS AWESOME!...?
  9. 9. CONTENT MARKETING MATRIX PLAN
  10. 10. THE DREAM… Magazine with 5 million subscribers Put a man in space Massive YouTube channel Huge association with extreme sports
  11. 11. CONTENT CREATION PLAN
  12. 12. VIDEO STORY TELLING PLAN 69 Million YouTube views Traffic to the Wren website is up 14,000%, and 96% of those visitors are new to the site. Sales in the online store are up over 13,600% compared to the week before First Kiss was released.
  13. 13. 1. The internet 2. Loves 3. Lists 9 out of 10 lists go viral Source: Nic Newman 2014 Predictions GALLERIES & LISTS ARE POWERFUL ONLINE CONTENT PLAN
  14. 14. RULES FOR PRODUCING CONTENT PLAN 1. KNOW YOUR AUDIENCE 2. BE BOLD & EXPERIMENTAL 3. LEVERAGE THE INFLUENCERS 4. DON’T BE AFRAID TO FAIL 5. DELIGHT YOUR AUDIENCE
  15. 15. PROMOTE
  16. 16. SEO & GOOGLE PROMOTE Optimize for search:  Panda algorithm update – Penalizes poor content and looks at web content from the POV of the user  Hummingbird update – The new algorithm decides how consumers will see search results – another update which promotes good, quality content
  17. 17. SOCIAL MEDIA PROMOTE
  18. 18. CAPITALISE ON REAL-TIME EVENTS PROMOTE
  19. 19. DYNAMIC VIDEO INTEGRATION DYNAMIC FEED OF GRAMMY ARTICLES CAPITALISE ON REAL-TIME EVENTS PROMOTE
  20. 20. *IAB Rising Star Benchmarks ** VIZU norm for brand preference 7%; VIZU norm for auto category brand lift 8.6% TRENDING KEYWORDS DELIVERED SCALE 36% BRAND LIFT 5X HIGHER THAN VIZU BENCHMARK** 74% 2% 24% Proactive Terms 33% higher than Vibrant’s CPG benchmark* 60%VIDEO COMPLETION RATE 0% 3% 6% 9% 12% Reactive Terms Proactive Terms All Other CTR HIGHER CTR UP TO 3X CAPITALISE ON REAL-TIME EVENTS PROMOTE
  21. 21. PAYING FOR PROMOTION PROMOTE
  22. 22. PAYING FOR PROMOTION PROMOTE
  23. 23. MAKE YOUR CONTENT WORK HARDER PROMOTE
  24. 24. MAKE YOUR CONTENT WORK HARDER PROMOTE
  25. 25. OPTIMISE
  26. 26. CROSS PLATFORM OPTIMISE
  27. 27. MEASUREMENT METRICS OPTIMISE  ENGAGEMENT  VIDEO COMPLETION RATES  VIDEO PLAYS  DWELL TIME  CLICK THROUGH RATES
  28. 28. ENGAGE BE RELEVANT BE TRANSPARENT BUILD TRUST
  29. 29. Q&A
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