Content worth sharing is essential in developing your site, capturing the attention of readers, and garnering return visitors. This session will teach you how to create engaging copy and become a contributor of unique-yet-relevant topics to your industry. Once written, a timely audit of that content can give new insight and help determine strategy and direction.
Unraveling the Mystery of The Circleville Letters.pptx
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Content Marketing 2.0: How Content Promotion Can Revitalize Your Brand
1. Pubcon Regional Austin, January 28, 2014
Content Marketing and Content Audits
Daryl Colwell
Vice President
MediaWhiz
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2. Content Marketing 2.0
How Content Promotion
Can Revitalize Your Brand
Daryl Colwell
Matomy Media Group
www.Matomy.com | @MatomyGroup
3. Content Marketing Basics1
2
3
4
5
6
2 www.Matomy.com | @MatomyGroup
Getting the Most from Content Marketing
Content Promotion 101
Content Promotion Industry Landscape
Agenda
Q&A
The Good, The Bad, The Ugly of Content Promotion
4. 3 www.Matomy.com | @MatomyGroup
About Me
⢠Oversee business development
⢠12 yearsâ experience in performance marketing
About My Company â Matomy Media Group
⢠Global performance marketing company
⢠Customer acquisition & lead generation
⢠Top-5 Affiliate Network, mThink, 2014
⢠Services: Mobile, Social, Video Advertising, Display,
Search, SEO, Email, Affiliate
⢠Top-25 Digital Agency, Ad Age, 2012
5. 4 www.Matomy.com | @MatomyGroup
Content Marketing:
⢠Establishes authority and provides
useful information
⢠Should be useful even to someone
not interested in buying your
product or service
⢠Not disguised as independent
editorial
⢠Does not have to run in an editorial
environment, like a third-party
magazine
⢠Provides value to the consumer.
⢠Is honest and without hyperbole
What is Content Marketing?
6. 5 www.Matomy.com | @MatomyGroup
Basic Rules
1. Lead Generation: Your content should generate leads for your
business.
⢠Donât create content just to have content.
⢠Caveat: Donât create content that is purely sales-driven.
2. Context: Your content needs to be placed in the right venues for
the right audiences.
3. Have a Strategy: One-off efforts wonât cut it. Use an editorial
calendar to plan content each quarter.
4. Timing: Plan publication of content around customer buying cycle.
5. Factor in Cost: Content marketing is expensive. Itâs a long-term
investment; not a short-term solution.
6. Make it Creative: Your content needs to bring something new to
the consumer. Otherwise, itâs a waste of time and money.
Content Marketing â The Basics
7. Being Overly Promotional Taking It to the Extreme
Takeaways
⢠Don't make tone
obviously
promotional
⢠Visualize the info
⢠Ensure imagery
and graphics fit
the content
Takeaways
⢠Back an
argument with
convincing
numbers
⢠Use
proportionate
sentiment
⢠Inform the
consumer; donât
insult or offend
them
Avoid these Mistakes
www.Matomy.com | @MatomyGroup
8. Bland Content Misguided Content
Takeaways
⢠Make your
message
interesting and
distinctive
⢠Don't just directly
turn figures into
stats
⢠Use imagination
and wit
Takeaways
⢠Content needs to fit your brand
and that of third-party publisher
⢠Tone and context are important
Avoid these Mistakes
www.Matomy.com | @MatomyGroup
9. Getting the Most from Content Marketing
Rule #1: Never waste content without
offering an âAskâ of some kind
âAskâ is more than a âcall to actionâ or intent.
Itâs a request for a specific action.
⢠Mix of soft and hard sell
⢠Ask should be reasonable and related to
the content
⢠Examples of an âAskâ:
⢠Newsletter / blog subscriptions
⢠Free appraisals / audits
⢠White paper download
www.Matomy.com | @MatomyGroup
10. Getting the Most from Content Marketing
âIf youâre not putting some
kind of hook to future
business into your efforts,
youâre not content
marketing.â
â Chris Brogan, Jan. 22, 2013
Source: http://www.chrisbrogan.com/contentmarketing201/
www.Matomy.com | @MatomyGroup
11. Getting the Most from Content Marketing
Rule #2: Bridge the gap
between appeal and
consumer action
Ask 3 important questions:
⢠Where is my audience and where
does it find content?
⢠What will trigger a consumer action
from my content?
⢠What triggered my audiences interest
in my content?
www.Matomy.com | @MatomyGroup
12. Getting the Most from Content Marketing
Rule #3: Appeal to a
broad audience
⢠Donât just sell to a specific
niche or vertical
⢠Remember: your audience is
your buyer
⢠Educational content is great
but only if it leads further down
the sales funnel
www.Matomy.com | @MatomyGroup
13. Why Content Promotion?
⢠Gives a broad distribution
network to your brandâs
content and thought
leadership
⢠53% of marketers feel their
content fails to resonate
with readers
⢠If people donât see your
brandâs content, did it serve
a purpose?
Content Promotion 101
Source: The Content Standard, September 2013
www.Matomy.com | @MatomyGroup
14. What is Content
Promotion?
⢠Content discovery and
distribution system
⢠Offers online readers
content recommendations
⢠Help your audience
discover interesting and
relevant content
⢠Add a new revenue stream
⢠Recommend content from
high-quality third-party
providers
Content Promotion 101
www.Matomy.com | @MatomyGroup
15. Audience Development
⢠Expand reach to relevant audiences
interested in your brand
⢠Increase reach and engagement of
your content through a CPC model
Increased Brand Awareness
⢠Promote content on major publisher
websites alongside industry thought
leaders
⢠Grow brand awareness via a non-
invasive, non-disruptive fashion
www.Matomy.com | @MatomyGroup
The Advertiser Advantage
16. www.Matomy.com | @MatomyGroup
The Publisher Advantage
Content Monetization
⢠Monetize your content via a ânativeâ
ad unit
⢠Increase overall page CPMs
⢠Generate additional revenue by
offering high-quality content from
other publishers and advertisers
Reader Engagement
⢠Extend reach and lifetime value of
your content
⢠Increase time on site by driving
traffic to relevant recommended
content
18. Industry Landscape
www.Matomy.com | @MatomyGroup
When it comes to the FTCâs regulation of native advertising the lines
can be blurry. Here are a few ways to prevent getting caught in the
crosshairs:
1. Donât Preach. Make the whole approach to selling be about the
experience.
2. Deliver the goods. Help your audience solve a problem. If there is
no value in your ad, you will hear about via social media.
3. Talk to your audience. Open a channel for engagement, not
advertising.
20. 19 www.Matomy.com | @MatomyGroup
Content Promotion Gone Wrong
Overview
⢠September Shape
magazine native
ad/article published
under heading of
âNewsâ promoting its
Shape Water Boosters
product.
⢠National Advertising
Division determined
Shape âblurred the line
between advertising
and editorial content in
a way which could
confuse consumersâ
21. 20 www.Matomy.com | @MatomyGroup
Content Promotion Best Practices
1. Use Really, Really Good Content â
Blog Posts, Articles, Slideshows, Positive
Reviews, Video Content, etc.
2. The Sticky Factor â Protect your
brand. Develop organic content that is
relevant to your audience/customers and
keeps your user stuck on your website.
3. Title/Headline â Keep the brand name
out of it. Use questions that create
intrigue and make the user want to click.
4. Headline Moderation â Keep the
headline short but interesting.
5. Media Type â Include media type
keywords in headline: [INFOGRAPHIC];
[VIDEO]