Making Content Count:
13 Key Distribution Tactics
Beth Tomkiw
Chief Client Officer
McMURRY/TMG
Make your content count:
All about distribution
•
•
•
•

Reality check
Beyond the buzz
13 key distribution tactics
Questio...
“If you build it,
they will come.”

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
Not exactly.

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
Sure, everyone’s talking about
content marketing
• It can help your company get
discovered online
• It can fuel social med...
IS THE OPERATIVE WORD

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
Effective content
marketing requires …
•
•
•
•
•
•
•

Understanding and insights
A solid strategy
An investment
Quality st...
A strategic approach

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
Understand your …
• Customers
 Behaviors and motivations
 Channel preferences

• Competitors’ marketing
• Your positive ...
The power of personas
Cindy Johnson: A stay-at-home mom
who has been bringing her 2-year-old
daughter, Layla, to Rainbow B...
Cindy Johnson
A stay-at-home mom who has been bringing her 2-year-old
daughter, Layla, to Rainbow Babies & Children’s Hosp...
The right story, the right way
Microsite/Hub
The primary repository
for content
Social
Teased through most relevant
social...
Preferred content types

Source: Copy Press 2013

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
Don’t reinvent the wheel

Press release = Article = Infographic = Slideshow = Email teaser

Source: Copy Press 2013

REALI...
Prove and refine

Source: Outbrain 2013

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
DISTRIBUTION

STRATEGIES

Source: Copy Press 2013

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO. 1:

OPTIMIZE FOR SEARCH

Source: Copy Press 2013

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUES...
97% of people use online
media when researching
products and services.

Source: Copy Press 2013

REALITY CHECK • BEYOND TH...
•

•
•
•
•

Begin with organic
search
Identify keywords
No stuffing!
Integrate long-tail
search terms
Use long-tail to
dev...
•

•
•

Couple organic
with paid search
Utilize long-tail
terms
Drive to content

REALITY CHECK • BEYOND THE BUZZ •
DISTRI...
•

•

Don’t forget
YouTube!
It’s the No. 2
place people
search online

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACT...
TACTIC NO. 2:

INTEGRATE WITH SOCIAL

Source: Hubspot 2013

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUEST...
70% of B2C marketers
have acquired customers
through Facebook.

Source: Hubspot 2013

REALITY CHECK • BEYOND THE BUZZ •
DI...
50% of U.S. technology
companies have found
customers through Twitter.

Source: Hubspot 2013

REALITY CHECK • BEYOND THE B...
Source: Hubspot 2013

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO. 3:

LEVERAGE BLOGGERS

Source: NM Incite,
a Neilson/McKinsey company

REALITY CHECK • BEYOND THE BUZZ •
DISTRIB...
181M+

BLOGGERS WORLDWIDE
Source: NM Incite,
a Neilson/McKinsey company

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TA...
•
•
•
•
•
•

Mommy bloggers
Beauty bloggers
Fashion bloggers
Tech bloggers
Food bloggers
Home-style
bloggers
• Ugly Renais...
TACTIC NO. 4:

ADVERTISE CONTENT

Source: comScore 2012

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTION...
54% of online display ads
shown in thousands of
campaigns were not seen by
anyone.

Source: comScore 2012

REALITY CHECK •...
Literally …

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
Website visitor reads a
travel feature on places
to celebrate Chinese New
Years

Advertorial(ly)

REALITY CHECK • BEYOND T...
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO. 5:

SHARE WITH
TRADE PARTNERS
• Think about your
business partners
• Can they benefit
from your content?
• Woul...
TACTIC NO. 6:

PROMOTE
VIA EMAIL
• Integrate into
email
• Contextualize
the “sell”

REALITY CHECK • BEYOND THE BUZZ •
DIST...
TACTIC NO. 7:

SYNDICATE
OR SPONSOR
• Look for
relevant sites
that will
partner
• Leverage on
traditional
media sites
REAL...
TACTIC NO. 8:

ALIGN
W/TRADITIONAL
ADVERTISING

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO.9:

CONNECT THROUGH PACKAGING

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO. 10:

INTEGRATE
INTO SALES
COLLATERAL
• Catalogs, brochu
res, sell sheets
• Aids in decisionmaking

REALITY CHEC...
ESSENTIAL NO. 11:

MAKE IT AN EXPERIENCE

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO. 12:

INCLUDE YOUR EMPLOYEES

REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
TACTIC NO. 13:

REMEMBER
YOUR
WEBSITE
• Call attention
to your
content in a
notable way

REALITY CHECK • BEYOND THE BUZZ •...
QUESTIONS

REALITY CHECK • BEYOND THE BUZZ •
GATEWAYS TO DISCOVERY • QUESTIONS
You’ve mastered the theory, now
put it into practice
Use the Show Guide to match this
session’s categories with the
provid...
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Making Content Count

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  • Understanding and insights about customers leads to the right kinds of targeted content.
  • Making Content Count

    1. 1. Making Content Count: 13 Key Distribution Tactics Beth Tomkiw Chief Client Officer McMURRY/TMG
    2. 2. Make your content count: All about distribution • • • • Reality check Beyond the buzz 13 key distribution tactics Questions
    3. 3. “If you build it, they will come.” REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    4. 4. Not exactly. REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    5. 5. Sure, everyone’s talking about content marketing • It can help your company get discovered online • It can fuel social media • It can build brand loyalty • It can create a more engaging customer experience • It can drive sales and business growth REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    6. 6. IS THE OPERATIVE WORD REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    7. 7. Effective content marketing requires … • • • • • • • Understanding and insights A solid strategy An investment Quality storytelling Dedication to your customers’ wants needs Optimization Ongoing analysis and refinement REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    8. 8. A strategic approach REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    9. 9. Understand your … • Customers  Behaviors and motivations  Channel preferences • Competitors’ marketing • Your positive points of differentiation REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    10. 10. The power of personas Cindy Johnson: A stay-at-home mom who has been bringing her 2-year-old daughter, Layla, to Rainbow Babies & Children’s Hospital for treatment for a heart valve defect since she was an infant James Langdon: An active senior who was recently diagnosed with Stage III prostate cancer and is being treated at University Hospitals Seidman Cancer Center Gina Simms: A fresh-out-of-residency primary care physician who is new to the Cleveland market REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    11. 11. Cindy Johnson A stay-at-home mom who has been bringing her 2-year-old daughter, Layla, to Rainbow Babies & Children’s Hospital for treatment for a heart valve defect since she was an infant User Category: Rainbow Mom Age: 32 Race: Caucasian Education: Bachelor’s Degree Employment: Homemaker Household Income: $67,000 Family: Husband, three children (2 boys and 1 girl) “I worry that Layla won’t be able to run around and play like other kids. I want her to have fun, be normal and live full life.” BEHAVIORS & CULTURE • Conservative values • Family focused • Health-minded • Active • Fun-loving FEARS • Her child won’t lead a normal life • Too much worry under one roof • Money will run out CHALLENGES • Worries about her daughter’s health • Big medical bills • Finding “me” time MOTIVATIONS • Happy, healthy family • Active lifestyle • Sense of normalcy SAMPLE SEARCH QUERIES • Children with heart disease • Heart-healthy eating • Managing stress NEEDS & EXPECTATIONS Compassion Honest interactions Quality care and service REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    12. 12. The right story, the right way Microsite/Hub The primary repository for content Social Teased through most relevant social channels Video Also push to YouTube Imagery Package for social channels Printed magazine Presentations Also pushed to Slide Share Content Newsstand App Print and web content optimized for tablet Experiential Packaged for events, trade shows White papers Print for events, available to download Email Opt-in newsletters; segmented/personalized by personas Traditional Leveraged in TV, print and radio campaigns REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    13. 13. Preferred content types Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    14. 14. Don’t reinvent the wheel Press release = Article = Infographic = Slideshow = Email teaser Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    15. 15. Prove and refine Source: Outbrain 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    16. 16. DISTRIBUTION STRATEGIES Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    17. 17. TACTIC NO. 1: OPTIMIZE FOR SEARCH Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    18. 18. 97% of people use online media when researching products and services. Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    19. 19. • • • • • Begin with organic search Identify keywords No stuffing! Integrate long-tail search terms Use long-tail to develop topics REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    20. 20. • • • Couple organic with paid search Utilize long-tail terms Drive to content REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    21. 21. • • Don’t forget YouTube! It’s the No. 2 place people search online REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    22. 22. TACTIC NO. 2: INTEGRATE WITH SOCIAL Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    23. 23. 70% of B2C marketers have acquired customers through Facebook. Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    24. 24. 50% of U.S. technology companies have found customers through Twitter. Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    25. 25. Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    26. 26. REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    27. 27. TACTIC NO. 3: LEVERAGE BLOGGERS Source: NM Incite, a Neilson/McKinsey company REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    28. 28. 181M+ BLOGGERS WORLDWIDE Source: NM Incite, a Neilson/McKinsey company REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    29. 29. • • • • • • Mommy bloggers Beauty bloggers Fashion bloggers Tech bloggers Food bloggers Home-style bloggers • Ugly Renaissance baby bloggers REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    30. 30. TACTIC NO. 4: ADVERTISE CONTENT Source: comScore 2012 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    31. 31. 54% of online display ads shown in thousands of campaigns were not seen by anyone. Source: comScore 2012 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    32. 32. Literally … REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    33. 33. Website visitor reads a travel feature on places to celebrate Chinese New Years Advertorial(ly) REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    34. 34. REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    35. 35. TACTIC NO. 5: SHARE WITH TRADE PARTNERS • Think about your business partners • Can they benefit from your content? • Would they even help fund it? REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    36. 36. TACTIC NO. 6: PROMOTE VIA EMAIL • Integrate into email • Contextualize the “sell” REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    37. 37. TACTIC NO. 7: SYNDICATE OR SPONSOR • Look for relevant sites that will partner • Leverage on traditional media sites REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    38. 38. TACTIC NO. 8: ALIGN W/TRADITIONAL ADVERTISING REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    39. 39. TACTIC NO.9: CONNECT THROUGH PACKAGING REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    40. 40. TACTIC NO. 10: INTEGRATE INTO SALES COLLATERAL • Catalogs, brochu res, sell sheets • Aids in decisionmaking REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    41. 41. ESSENTIAL NO. 11: MAKE IT AN EXPERIENCE REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    42. 42. TACTIC NO. 12: INCLUDE YOUR EMPLOYEES REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    43. 43. TACTIC NO. 13: REMEMBER YOUR WEBSITE • Call attention to your content in a notable way REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    44. 44. QUESTIONS REALITY CHECK • BEYOND THE BUZZ • GATEWAYS TO DISCOVERY • QUESTIONS
    45. 45. You’ve mastered the theory, now put it into practice Use the Show Guide to match this session’s categories with the providers in the Hall who can help execute! See Page 18 for details

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