Market Your Marketing: Driving Discovery of Your Content
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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

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.

Transcript

  • 1. Marketing Your Marketing: How to Drive Discovery of Your Content Sarah Skerik VP Content Marketing PR Newswire
  • 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. Overview • Evolution of media • Subsequent changes in buyer behavior • Conversational search & the social media connection • Tactics for driving content discovery @sarahskerik @prnewswire
  • 4. For news & info traditional media have lost to digital. @sarahskerik @prnewswire
  • 5. @sarahskerik @prnewswire
  • 6. We’re looking for really granular stuff @sarahskerik @prnewswire
  • 7. And we’re OK with branded content. Excerpt from Sharethrough infographic @sarahskerik @prnewswire
  • 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. The new marketing reality: We’re competing for finite audience attention against an infinite ocean of content. @sarahskerik @prnewswire
  • 10. @sarahskerik @prnewswire
  • 11. Social popularity drives content visibility in search engines. @sarahskerik @prnewswire
  • 12. Ripped from the headlines! (… and the Twitter feeds) TACTICS FOR DRIVING DISCOVERY @sarahskerik @prnewswire
  • 13. Popular stories = audience preferences From EETimes.com @sarahskerik @prnewswire
  • 14. Using the attention current events generate @sarahskerik @prnewswire
  • 15. @sarahskerik @prnewswire
  • 16. Pro tip: These are trackable URLs Pro tip: These are trackable URLs @sarahskerik @prnewswire
  • 17. Tie thought leadership to timely events @sarahskerik @prnewswire
  • 18. Promoting blog posts drove increases in visitors, visits and views. @sarahskerik @prnewswire
  • 19. Use editorial calendars to guide your content calendar in terms of both TOPICS and TIMING
  • 20. Leverage sponsored/owned content
  • 21. The most interesting aspect of your research/study/white paper is your news hook. @sarahskerik @prnewswire
  • 22. @sarahskerik @prnewswire
  • 23. Market your marketing: distribute the content you publish. @sarahskerik @prnewswire
  • 24. Content distribution seeds visibility within new audiences @sarahskerik @prnewswire
  • 25. Find the people who care, and get connected. @sarahskerik @prnewswire
  • 26. @sarahskerik @prnewswire
  • 27. Interested influencers will amplify & extend your story.
  • 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. Balance time & effort against results. Did you get any Clicks? Shares? Results? Anything?
  • 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. Formatting tips that my-hand-toGod will improve your message visibility.
  • 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. Employ multimedia elements. • Visuals have their own distribution networks • Visuals draw eyeballs • Algorithms value visuals • People like pictures. • Better results accrue @sarahskerik @prnewswire
  • 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. Format content deliberately to maintain (and re-capture) attention @sarahskerik @prnewswire
  • 36. @sarahskerik @prnewswire
  • 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. Keywords aren’t just search friendly, they’re relatable. 200%! @sarahskerik @prnewswire
  • 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. 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 my latest experiments: http://blog.prnewswire.com/tag/discovery/ http://promotions.prnewswire.com/discover.html
  • 41. QUESTIONS? Contact: 888-476-1881 www.VerticalMeasures.com
  • 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 www.verticalmeasures.com/webinars for registration information.