19 Ways to Drive Content Discovery


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This is the deck presented by Sarah Skerik at Content Marketing World 2013. The topic was driving the discovery of content.

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  • You’ve all heard the quote from Eric Schmidt of Google: We create as much content every two days as we did from the dawn of human time up through 2003.
  • Herein lies the challenge for marketers. Against a finite amount of audience attention, and an infinite amount of competition, what can you do to ensure your audience actually SEES your message?Because the customers buying journey is no longer linear. It’s a loop and presents myriad opportunities to win and lose your prospect’s attention.
  • Use News Hooks to either 1) inform content strategy or 2) refresh interest in existing content. It’s a form of newsjacking, and is a tried and true PR tactic.
  • Media covering your space know what audiences want, and traditional media are still the most powerful catalyst for social conversation and sharing. Follow their lead. Earn attention (and maybe earn some media.)
  • Vibes issued a survey of mobile connected shopper behavior.
  • They took a contrarian point of view. The news at the time was full of gloom and doom “showrooming will kill retail” headlines.
  • Always be asking yourself what you should start doing, stop doing & continue doing.
  • The lead is seriously important real estate. Craft your lead with ONE objective in mind – keep the reader reading. Don’t waste the attention your awesome headline garnered. Keep the pedal to the medal with the lead.
  • 19 Ways to Drive Content Discovery

    1. 1. @prnewswire #CMWDisco #cmworld 10 ^ Ways to Drive Content Discovery Sarah Skerik @sarahskerik Vice President, Content Marketing PR Newswire 19
    2. 2. @prnewswire #CMWDisco #cmworld I’m all about content distribution. • 20+ years with PR Newswire, Reuters and the City News Bureau of Chicago – Currently vice president of content marketing for PR Newswire • I have a baby, and it’s named Beyond PR (http://blog.prnewswire.com) • I experiment. A lot.
    3. 3. @prnewswire #CMWDisco #cmworld My lab.
    4. 4. @prnewswire #CMWDisco #cmworld
    5. 5. @prnewswire #CMWDisco #cmworld If you publish it, will they convert even see the dang thing?
    6. 6. @prnewswire #CMWDisco #cmworld Our Agenda: Driving Discovery • How to build discovery into content strategy. • Distribution deep dive (paid & free) • BONUS: Fast formatting tips & tactics proven to improve results
    7. 7. @prnewswire #CMWDisco #cmworld A lead is what sets the scene and grabs your reader’s attention – it is your introduction. A news hook is what makes your piece timely. - The OpEd Project
    8. 8. @prnewswire #CMWDisco #cmworld #1 Most e-mailed
    9. 9. @prnewswire #CMWDisco #cmworld #2 Timely responses Pro tip: These are trackable URLs
    10. 10. @prnewswire #CMWDisco #cmworld Tie thought leadership to timely events Blog post Press release promoting blog post Resulting traffic increases
    11. 11. @prnewswire #CMWDisco #cmworld #3 Capitalize on trends, issues - positively
    12. 12. @prnewswire #CMWDisco #cmworld #4 Use EdCals to inform strategy & timing
    13. 13. @prnewswire #CMWDisco #cmworld #5 Leverage sponsored/owned content
    14. 14. @prnewswire #CMWDisco #cmworld They developed a great news hook
    15. 15. @prnewswire #CMWDisco #cmworld And earned a little media …
    16. 16. @prnewswire #CMWDisco #cmworld #6 Seasonal & recurring events PR Newswire Feature Calendar A variety of headlines from a package of back-to-school press releases used to promote multimedia content and web sites.
    17. 17. @prnewswire #CMWDisco #cmworld #7 Distribute the content.
    18. 18. @prnewswire #CMWDisco #cmworld Results
    19. 19. @prnewswire #CMWDisco #cmworld 11. It’s not a press release, it’s a vehicle for all sorts of news and info.
    20. 20. @prnewswire #CMWDisco #cmworld Interesting ways to distribute content … for free
    21. 21. @prnewswire #CMWDisco #cmworld #8 Find, connect with and quote the people who care.
    22. 22. @prnewswire #CMWDisco #cmworld #9 Use free PR sites – judiciously. • Focus on different message elements – no repeats! • It’s about the content not links • Use trackable links CAVEAT • Beware an emphasis on SEO • Look for no follow link attributes
    23. 23. @prnewswire #CMWDisco #cmworld #10 Balance time & effort against results. Did you get any Clicks? Shares? Results?
    24. 24. @prnewswire #CMWDisco #cmworld Distribution – An Insider’s Guide
    25. 25. @prnewswire #CMWDisco #cmworld Myths • Press releases cost $1,000. • Media aren’t reading press releases. • All newswires are the same. • Google has killed press releases.
    26. 26. @prnewswire #CMWDisco #cmworld Search engines • If your vendor distributes no- follow links, you’re cool. • If you’re a spammy linkbuilder who used press releases as a foundational SEO strategy, you will be inconvenienced. (Oh, and you’re at the wrong conference.)
    27. 27. @prnewswire #CMWDisco #cmworld Questions you should ask potential vendors: • Who is receiving my content? • What different distribution formats & platforms are you using? • Where will my content be seen? • When will recipients get the content? • Why is your service the best fit for my audience and message? • How will you measure the results my content generates?
    28. 28. @prnewswire #CMWDisco #cmworld Online distribution • Syndication vs RSS • Reporting – Impressions – Spiders – Views – Keywords – Clicks – Shares & interactions Will the vendor *really* distribute your content, or are they just creating a landing page?
    29. 29. @prnewswire #CMWDisco #cmworld RED FLAGS
    30. 30. @prnewswire #CMWDisco #cmworld Media reach Delivery: • “Wire” – AP – Other • Email targeting • Personalized web • Reporting!
    31. 31. @prnewswire #CMWDisco #cmworld In the newsroom – a reporter’s eye view Pro tip: Make the first 80 characters of your headline count. (That was #11.)
    32. 32. @prnewswire #CMWDisco #cmworld #12 Mine industry groups & media for press release submission opportunities
    33. 33. @prnewswire #CMWDisco #cmworld #13 Consider niche players
    34. 34. @prnewswire #CMWDisco #cmworld Press releases accrue results over time. It takes almost 4 months for the average release to accumulate most of its views.
    35. 35. @prnewswire #CMWDisco #cmworld Bonus: Formatting tips that my- hand-to-God will improve your message visibility.
    36. 36. @prnewswire #CMWDisco #cmworld • Keep them short. Why? – Our data. (80-130) – Search engines (65) – Remember that AP slide? (80) – Twitter (100) • Use a subhead to keep peers happy. #14 Headline length REALLY matters. Pro tip: Shoot for 110 characters, put the most important/attractive ideas at the beginning.
    37. 37. @prnewswire #CMWDisco #cmworld #15 Employ multimedia elements. • Visuals have their own distribution networks • Visuals draw eyeballs • Algorithms value visuals • People like pictures. • Better results accrue
    38. 38. @prnewswire #CMWDisco #cmworld #16 Dump the speed bump. Give the reader a reason to keep reading. September 11, 2013/Cleveland/ -- XYZ Corporation, a leading global provider of world-class, end-to-end cross-platform scalable enterprise cloud solutions designed to deliver comprehensive process- improvement outcomes for customers in various vertical sectors including manufacturing, mining and procurement today announced …
    39. 39. @prnewswire #CMWDisco #cmworld #17 Embed a CTA – near the TOP Link strategically. Think reader service, not SEO. • Link to profiles of key people quoted in the message. • Embed calls to action for prospects
    40. 40. @prnewswire #CMWDisco #cmworld #18 Use keywords, but not for the reason you might think. 200%!
    41. 41. @prnewswire #CMWDisco #cmworld #19 Build an element of distribution into every content component you publish. Driving ongoing discovery of your content is crucial.
    42. 42. @prnewswire #CMWDisco #cmworld Thank you! Sarah Skerik Vice president of content marketing, PR Newswire • @sarahskerik • Linkedin.com/in/sarahskerik Discovery is a recurring theme on the PR Newswire blog. Stay up to speed with what we’re thinking (and my latest experiments) here: http://blog.prnewswire.com/tag/discovery/