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How to Build Transformational Organization Wide Marketing
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![Brands can actually step down content
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Ryan Skinne...](https://image.slidesharecdn.com/howcontentpromotionchangeddigitalmarketing-141210034026-conversion-gate02/75/how-content-promotion-changed-digital-marketing-34-2048.jpg?cb=1668141311)
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content’s quality, as the feedback cycle
accelerates
Ryan Skinner, Forrester
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How Content Promotion Changed Digital Marketing
- 1. #CONTENTPROMO How Content Promotion Changed Digital Marketing Forever Chad Pollitt VP of Audience & Co-Founder, Relevance
- 2. CHAD POLLITT @chadpollitt VP of Audience, Co-founder
- 3. AGENDA 1 Content Failure Fatigue 2 The Problem 3 The Solution 4 The Content Promotion Ecosystem 5 Success Stories 6 How it’s Done 7 How to Budget
- 4. #CONTENTPROMO 1 Content Failure Fatigue
- 5. Great Content Goes Unread Every Day #CONTENTPROMO
- 6. #CONTENTPROMO Only 13 Unique Views
- 7. #CONTENTPROMO How Does It Make You Feel?
- 8. #CONTENTPROMO Some people might feel ANGRY
- 9. Others might just roll their eyes in FRUSTRATION #CONTENTPROMO
- 10. #CONTENTPROMO A feeling of DISGUST would be perfectly normal, too
- 11. Some people might feel DEMORALIZED or EMBARRASSED #CONTENTPROMO
- 12. #CONTENTPROMO …Or maybe just THIS?
- 13. #CONTENTPROMO 2 The Problem
- 14. #CONTENTPROMO Every Minute of Every Day
- 15. - Mashable #CONTENTPROMO Every Minute of Every Day
- 16. 571 websites are launched - Mashable #CONTENTPROMO Every Minute of Every Day
- 17. 571 websites are launched 350,000 tweets are tweeted - Mashable #CONTENTPROMO Every Minute of Every Day
- 18. 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded - Mashable #CONTENTPROMO Every Minute of Every Day
- 19. #CONTENTPROMO
- 20. Over 2.73 million blog posts are written and published daily #CONTENTPROMO The Content Promotion Manifesto
- 21. Many Industries are Oversaturated with Content #CONTENTPROMO
- 22. #CONTENTPROMO Facebook’s organic reach is at 6% and dropping - Ogilvy & Mather
- 23. With other networks following suit #CONTENTPROMO
- 24. 42 of the top 50 SEO ranking factors are off-page #CONTENTPROMO Including the top 12 factors overall - Moz, 2013 Search Engine Ranking Factors
- 25. On-page content only has an indirect impact on off-page signals #CONTENTPROMO
- 26. SEO is not something you do anymore, it’s what happens when you do everything else right #CONTENTPROMO
- 27. #CONTENTPROMO The Internet is… a VERY noisy place for a brand to stand out and be found today
- 28. #CONTENTPROMO Only 37% of marketers believe they’re using their content effectively CMI
- 29. This isn’t a CONTENT PROBLEM #CONTENTPROMO
- 30. #CONTENTPROMO It’s an AUDIENCE PROBLEM
- 31. So what should marketers do about it? #CONTENTPROMO
- 32. #CONTENTPROMO Should they produce more content?
- 33. How about increasing its quality? #CONTENTPROMO
- 34. Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester #CONTENTPROMO “
- 35. Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester #CONTENTPROMO “
- 36. #CONTENTPROMO 3 The Solution: Content Promotion
- 37. #CONTENTPROMO
- 38. #CONTENTPROMO Media Relations
- 39. #CONTENTPROMO Media Relations Influencer Outreach
- 40. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles
- 41. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication
- 42. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Newsletter
- 43. Native Newsletter #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising
- 44. Native Newsletter #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Social
- 45. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials
- 46. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Press Releases
- 47. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Social Media Press Releases
- 48. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Social Media Email Press Releases
- 49. #CONTENTPROMO 4 The Content Promotion Ecosystem
- 50. #CONTENTPROMO Content Promotion Tools bit.ly/promotion-ecosystem
- 51. It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read David Ogilvy, the “Father of Advertising” #CONTENTPROMO “
- 52. #CONTENTPROMO • Adproval • BlogHer • Blogsvertise • BuySellAds • Cision • GroupHigh • HubSpot • IZEA • Markerly • Sway Group • The Syndicate Advertorial Networks
- 53. #CONTENTPROMO 5 Success Stories
- 54. The Greatest Hoodie Ever Made #CONTENTPROMO
- 55. #CONTENTPROMO American Giant Earned coverage from Slate.com and Esquire
- 56. #CONTENTPROMO forced a 15 to 20x increase in production and still barely met demand. Inc.com
- 57. American Giant Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off #CONTENTPROMO
- 58. #CONTENTPROMO Great product and story with purposeful promotion
- 59. How Rodon Beats Chinese Pricing #CONTENTPROMO
- 60. #CONTENTPROMO The Rodon Group Earned coverage from virtually every major media outlet “Cheaper than China” Ebook
- 61. The Rodon Group …BECAUSE of an in-person endorsement from the POTUS #CONTENTPROMO
- 62. Great content with purposeful promotion #CONTENTPROMO
- 63. #CONTENTPROMO Content that Advanced an Industry
- 64. #CONTENTPROMO Slingshot SEO Earned coverage from academia, media outlets and industry influencers around the world
- 65. Even an onstage endorsement from Rand Fishkin at INBOUND 2012 #CONTENTPROMO
- 66. #CONTENTPROMO Slingshot SEO Research and media relations enabled the study to advance an industry
- 67. #CONTENTPROMO Great content and research with purposeful promotion
- 68. Content promotion that drove eight-digits of incremental #CONTENTPROMO revenue
- 69. #CONTENTPROMO Teradata Earned coverage from 46 media outlets and trade publications “Big Data Marketing Hero” Ebook
- 70. Over 3 million media impressions 25% landing page conversion rate 30 global brand prospect meetings #CONTENTPROMO
- 71. #CONTENTPROMO Teradata A full-on owned, paid and earned media blitz drove 36x return on investment
- 72. Great content and promotion on all three media channels #CONTENTPROMO
- 73. #CONTENTPROMO The Bottom Line for You?
- 74. Start with GREAT Content and Promote It #CONTENTPROMO
- 75. 800+ incremental leads in 14 days from one mention on Inc.com #CONTENTPROMO
- 76. #CONTENTPROMO 6 How it’s Done
- 77. Research #CONTENTPROMO
- 78. #CONTENTPROMO Define Personas Media Assessment Audience Assessment Content Assessment Influencer Identification Research
- 79. #CONTENTPROMO Creative
- 80. Create content and all supporting assets #CONTENTPROMO Creative
- 81. Promotion #CONTENTPROMO
- 82. Promotion #CONTENTPROMO Finalize Pitch Angles Editorial Outreach Influencer Outreach Paid Media Email Social Media
- 83. #CONTENTPROMO Conversion
- 84. A/B Testing Retargeting Marketing Automation #CONTENTPROMO Conversion
- 85. 7 How to Budget for Content #CONTENTPROMO Promotion
- 86. Half the money I spend on advertising is wasted; the trouble is I don’t know which half John Wanamaker, the “Father of the Modern Department Store” #CONTENTPROMO “
- 87. #CONTENTPROMO 63% of marketers believe they’re NOT using their content effectively CMI
- 88. 2013 Spending on Content Promotion #CONTENTPROMO
- 89. 2013 Spending on Content Promotion #CONTENTPROMO On average, brands spent at least…
- 90. #CONTENTPROMO 15.2% of content marketing budgets on promotion Content Promotion Manifesto
- 91. This is a Recipe for FAILURE #CONTENTPROMO
- 92. Our Premiere Sponsor’s Clients Spent #CONTENTPROMO
- 93. Our Premiere Sponsor’s Clients Spent #CONTENTPROMO 40% of their content marketing budgets on promotion
- 94. 40% to 60% is a Recipe for SUCCESS #CONTENTPROMO
- 95. #CONTENTPROMO SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto
- 96. Use the eBook with SEMrush! Research Competitors' Content, Link Sources, Paid Traffic Referrers and more...FREE! for 30 days bit.ly/PollitSEMrushTrial #CONTENTPROMO *SEMrush Free Trial 30-day Guru Level Plan ($149.95 value) - Free trial signup requires credit card and email for security purposes. Monthly recurring charges will begin after 30 days, or contact SEMrush to decline the charges at least seven days before end of trial.
