Market Your Marketing: Driving Discovery of Your Content


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This is the slide deck from the November 14 webinar hosted by Vertical Measures (@verticalmeasure) #VMwebinar

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  • 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.
  • Market Your Marketing: Driving Discovery of Your Content

    1. 1. Marketing Your Marketing: How to Drive Discovery of Your Content Sarah Skerik VP Content Marketing PR Newswire
    2. 2. Hello. For the Twitterers among us: I’m @sarahskerik of @prnewswire, and our hosts today are @verticalmeasure. (Their CEO @ArnieK shares a lot of great stuff too!)
    3. 3. Overview • Evolution of media • Subsequent changes in buyer behavior • Conversational search & the social media connection • Tactics for driving content discovery @sarahskerik @prnewswire
    4. 4. For news & info traditional media have lost to digital. @sarahskerik @prnewswire
    5. 5. @sarahskerik @prnewswire
    6. 6. We’re looking for really granular stuff @sarahskerik @prnewswire
    7. 7. And we’re OK with branded content. Excerpt from Sharethrough infographic @sarahskerik @prnewswire
    8. 8. And audience behavior has changed… B2B customers contact a sales rep only after 70% of the purchase decision has been made. – Sirius Decisions 2012 @sarahskerik @prnewswire
    9. 9. The new marketing reality: We’re competing for finite audience attention against an infinite ocean of content. @sarahskerik @prnewswire
    10. 10. @sarahskerik @prnewswire
    11. 11. Social popularity drives content visibility in search engines. @sarahskerik @prnewswire
    12. 12. Ripped from the headlines! (… and the Twitter feeds) TACTICS FOR DRIVING DISCOVERY @sarahskerik @prnewswire
    13. 13. Popular stories = audience preferences From @sarahskerik @prnewswire
    14. 14. Using the attention current events generate @sarahskerik @prnewswire
    15. 15. @sarahskerik @prnewswire
    16. 16. Pro tip: These are trackable URLs Pro tip: These are trackable URLs @sarahskerik @prnewswire
    17. 17. Tie thought leadership to timely events @sarahskerik @prnewswire
    18. 18. Promoting blog posts drove increases in visitors, visits and views. @sarahskerik @prnewswire
    19. 19. Use editorial calendars to guide your content calendar in terms of both TOPICS and TIMING
    20. 20. Leverage sponsored/owned content
    21. 21. The most interesting aspect of your research/study/white paper is your news hook. @sarahskerik @prnewswire
    22. 22. @sarahskerik @prnewswire
    23. 23. Market your marketing: distribute the content you publish. @sarahskerik @prnewswire
    24. 24. Content distribution seeds visibility within new audiences @sarahskerik @prnewswire
    25. 25. Find the people who care, and get connected. @sarahskerik @prnewswire
    26. 26. @sarahskerik @prnewswire
    27. 27. Interested influencers will amplify & extend your story.
    28. 28. Use free PR sites – judiciously. • • • Focus on different message elements – no duplicate content! It’s about the content not links Use trackable links CAVEAT • Beware an emphasis on SEO • Look for no follow link attributes
    29. 29. Balance time & effort against results. Did you get any Clicks? Shares? Results? Anything?
    30. 30. Mind the long tail! Granular search means more qualified interest will build over time. And if you do a good job of surfacing content in relevant ways, the tails will grow longer and longer.
    31. 31. Formatting tips that my-hand-toGod will improve your message visibility.
    32. 32. Headline length REALLY matters. • 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. Shoot for about 100 characters in your headline, and lead with the most important ideas (or keyword.) @sarahskerik @prnewswire
    33. 33. Employ multimedia elements. • Visuals have their own distribution networks • Visuals draw eyeballs • Algorithms value visuals • People like pictures. • Better results accrue @sarahskerik @prnewswire
    34. 34. 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 processimprovement outcomes for customers in various vertical sectors including manufacturing, mining and procurement today announced … @sarahskerik @prnewswire
    35. 35. Format content deliberately to maintain (and re-capture) attention @sarahskerik @prnewswire
    36. 36. @sarahskerik @prnewswire
    37. 37. Embed a CTA near the top of the page. Link strategically. Think reader service, not SEO. •Link to profiles of key people quoted in the message. •Embed calls to action for prospects @sarahskerik @prnewswire
    38. 38. Keywords aren’t just search friendly, they’re relatable. 200%! @sarahskerik @prnewswire
    39. 39. Final thoughts From your calendar to your content, build an element of distribution into every information component you publish. Driving ongoing discovery of your content is crucial. @sarahskerik @prnewswire
    40. 40. Thank you! Sarah Skerik Vice president of content marketing, PR Newswire • @sarahskerik • Discovery is a recurring theme on the PR Newswire blog. Stay up to speed with my latest experiments:
    41. 41. QUESTIONS? Contact: 888-476-1881
    42. 42. How Changes in SEO Will Affect your Website in 2014 and Beyond Presenter: Mike Huber, VP of Client Solutions, Vertical Measures 12 DEC 11am PST 2pm EST Learn about: •Recap of Google 2013 updates and their impact and significance. •Steps to take to mitigate negative impact of these updates. •How you maintain and/or increase your website traffic for 2014 •Specific action steps you can take to grow traffic. •How SEO will change for 2014 and beyond. Check out our website at for registration information.