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.
1. Marketing Your Marketing: How to Drive
Discovery of Your Content
VP Content Marketing
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!)
• Evolution of media
• Subsequent changes
in buyer behavior
search & the social
• Tactics for driving
4. For news & info traditional media have lost to digital.
5. @sarahskerik @prnewswire
6. We’re looking for really granular stuff
7. And we’re OK with branded content.
Excerpt from Sharethrough infographic
8. And audience behavior has changed…
B2B customers contact a
sales rep only after 70% of
the purchase decision has
been made. – Sirius Decisions
9. The new marketing reality:
We’re competing for finite
audience attention against an
infinite ocean of content.
10. @sarahskerik @prnewswire
11. Social popularity drives content visibility in search
12. Ripped from the headlines! (… and the Twitter feeds)
TACTICS FOR DRIVING
13. Popular stories = audience preferences
14. Using the attention current events generate
15. @sarahskerik @prnewswire
16. Pro tip: These are trackable URLs
Pro tip: These are trackable URLs
17. Tie thought leadership to timely events
18. Promoting blog posts drove increases in visitors,
visits and views.
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
22. @sarahskerik @prnewswire
23. Market your marketing: distribute the content you
24. Content distribution seeds visibility within new audiences
25. Find the people who care, and get connected.
26. @sarahskerik @prnewswire
27. Interested influencers will amplify & extend
28. Use free PR sites – judiciously.
Focus on different
message elements – no
It’s about the content not
Use trackable links
• Beware an emphasis on
• Look for no follow link
29. Balance time & effort against results.
Did you get any Clicks?
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
31. Formatting tips that my-hand-toGod will improve your message
32. Headline length REALLY matters.
• Keep them short.
– Our data. (80-130)
– Search engines (65)
– Remember that AP
– 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.)
33. Employ multimedia elements.
• Visuals have their
• Visuals draw eyeballs
• Algorithms value
• People like pictures.
• Better results accrue
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 …
35. Format content deliberately to maintain
(and re-capture) attention
36. @sarahskerik @prnewswire
37. Embed a CTA near the top of the page.
service, not SEO.
•Link to profiles of
key people quoted in
•Embed calls to
action for prospects
39. Final thoughts
From your calendar to
your content, build an
element of distribution
into every information
discovery of your
content is crucial.
40. Thank you!
Vice president of content marketing, PR Newswire
Discovery is a recurring theme on the PR Newswire
blog. Stay up to speed with my latest experiments:
42. How Changes in SEO Will Affect
your Website in 2014 and Beyond
Presenter: Mike Huber, VP of Client Solutions, Vertical
•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.