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Pubcon Vegas 2014 - Content Strategy, Marketing, and Promotion

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Content Strategy and Content Marketing - Today we must take a holistic view of our marketing efforts whether on or off line. Learn how taking a top-down look at our clients’ needs helps us prepare a better marketing plan.

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Pubcon Vegas 2014 - Content Strategy, Marketing, and Promotion

  1. 1. Content Marketing: Promotion Presented by: Jordan Kasteler @JordanKasteler
  2. 2. Content Plan @JordanKasteler
  3. 3. Content Marketing @JordanKasteler
  4. 4. Content Promotion @JordanKasteler
  5. 5. Owned: Content Promotion(cont’d) • Hashtags • Tags • Scheduling (Social/Email) Earned: • Share! Paid: • Social Ads • Search Ads • Paid Syndication @JordanKasteler
  6. 6. @JordanKasteler Relationship Marketing & Outreach
  7. 7. Audience Targeting @JordanKasteler
  8. 8. Sharing Motivations • Social Proof • Design & Content Simplicity/Usability • Value • Additive Images • Headline Curiosity • Action-Oriented Headlines • Benefit-Oriented Content • Need To Know • Positive News • Original & Fresh • Emotional Stories • Self-Expression • Fear of Missing Out • Domain/Author Credibility @JordanKasteler
  9. 9. Use action words – verbs! Verbs encourage readership and guides them. You can use words like: • Discover • Find • Get • Learn • Join • See • Read • Etc Headlines & Descriptions @JordanKasteler
  10. 10. Headlines & Descriptions Headlines elicit clicks & shares •Create Curiosity •Tap into emotions (worry, fear, frustration, anger, etc) •Set expectations (WIIFM?) Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing. @JordanKasteler
  11. 11. Linking Ease • Relevant keywords and links only • Nofollow? @JordanKasteler
  12. 12. • Make it easy • Narrow options • Make it relevant Sharing Ease @JordanKasteler
  13. 13. Social Sharing @JordanKasteler
  14. 14. @JordanKasteler Social Media Channels
  15. 15. Social Media Channels @JordanKasteler
  16. 16. Micro-Content @JordanKasteler
  17. 17. Timing @JordanKasteler
  18. 18. Frequency - Twitter @JordanKasteler
  19. 19. @JordanKasteler Timing & Frequency - Facebook
  20. 20. Frequency @JordanKasteler
  21. 21. Paid Social @JordanKasteler
  22. 22. @JordanKasteler Paid Social
  23. 23. International Social @JordanKasteler • Local social networks • Localized accounts on int’l social networks
  24. 24. Contextual Native Advertising @JordanKasteler
  25. 25. Contextual Paid Ads @JordanKasteler
  26. 26. Traffic Expectations 1. SOCIAL •High Traffic #s •High Bounce Rate •Low Time on Site/Page •Low Conversion 2. LINK •More Relevant Traffic 3. SEARCH •Highly Relevant Traffic •High Conversion @JordanKasteler
  27. 27. Case Study @JordanKasteler
  28. 28. Case Study #1 Article: • The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now • 40,000+ unique pageviews o2,000+ tweets o700+ Likes o550+ Google +1s o1,350+ LinkedIn Shares @JordanKasteler
  29. 29. Case Study • Leverage Like-Minded Communities • E.g. inbound.org • Share on Google+ to “Public” and Send to relevant Circles. • Use “Post Activity” and “Ripples” to +1 other shares. • Share on LinkedIn Groups • Submit to: StumbleUpon, Delicious, Reddit • Follow up on Comments. • Thanks Influencers for Shares @JordanKasteler
  30. 30. Thank You! @JordanKasteler jkasteler@reddoor.biz

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