Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Building Your Brand With
Content Promotion!
Larry Kim (@larrykim)
Founder/CTO, WordStre...
Epiphany #1:
SEO is Terrible
for Brand Building
Organic Search Success?
• Blog does 600k Uniques / Month, +8.4% / month.
Larry Kim (@larrykim) #wordstream #pubcon
SEO Success! (Or.. not?)
Larry Kim (@larrykim) #wordstream #pubcon
Problem 1: Low Visitor Engagement
Larry Kim (@larrykim) #wordstream #pubcon
Problem 2: Virtually No Branded Searches
Larry Kim (@larrykim)
So Actually …
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #2:
Build Your Brand
with Content
Promotion!
Content Promotion Case Study
• +10,000 Press Pick-ups, +10M Pageviews
• Huge Brand Exposure!!
Larry Kim (@larrykim) #words...
Epiphany #3:
Start With The
End In Mind
Create Methodological Plan to Succeed
Larry Kim (@larrykim) #wordstream #pubcon
Our Big Idea!
Larry Kim (@larrykim) #wordstream #pubcon
“So What” Factor (Your Hook)
Type of
Publication
Example Publications Hook / Angle
Business WSJ, Motley Fool, Etc. Do FB A...
Epiphany #4:
Promote Your
Content!
(It’s more work
than you think)
Use Twitter for Pitching Media
Larry Kim (@larrykim) #wordstream #pubcon
Pitch Influencers, Too.
Larry Kim (@larrykim) #wordstream #pubcon
Include Visual Assets
Larry Kim (@larrykim) #wordstream #pubcon
Pinterest Pretty Effective!
Larry Kim (@larrykim) #wordstream #pubcon
Follow Up Stories!
Larry Kim (@larrykim) #wordstream #pubcon
Pay Up!
Larry Kim (@larrykim) #wordstream #pubcon
Promoted Posts on Twitter & Facebook
Larry Kim (@larrykim) #wordstream #pubcon
Use Remarketing on Google Display Network
92% reach across millions of sites, videos and devices
Sites Games VideoFeeds Mo...
Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of ...
Seriously, Use Remarketing.
• 43 Million Ad Impressions in a typical
month
• Display Ads = 50% of PPC Spend
Larry Kim (@la...
Repurpose & Syndicate Content
Larry Kim (@larrykim) #wordstream #pubcon
Don’t Forget Television and Radio!
Larry Kim (@larrykim) #wordstream #pubcon
Target International Press!
Larry Kim (@larrykim) #wordstream #pubcon
Domino Effect of Content Promotion
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #4:
Build Relationships
with Influential
People
Dan Barker’s Tweet
Larry Kim (@larrykim) #wordstream #pubcon
I Drove The Press Coverage of That Tweet
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #5
A Note on Article
Quality vs. Quantity
Quality Articles Win By a Landslide
4% of My Articles Generate Nearly Half the Page Views. How?
Larry Kim (@larrykim) #wor...
Article Quality vs. Quantity.
1. 4% of content gets 85%
of the social shares.
2. 5% of content get +95%
of the high value ...
Epiphany #6
Be The Expert
Become a Columnist
• #1 Columnist at Search Engine Land in 2013
• Over 400 articles on Search Marketing in 2013
Larry Kim ...
Epiphany #7
A Note on Effort &
Skill Required.
Is This Really
Possible?
You Can Do It!
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #8
What’s the Benefit
of all this Content
Promotion Work?!
Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to
66.63%
• (Meaning, Visitors are Now Returning)
Larry Kim ...
Impact on User Engagement
• Time on Site Increased from 1:33 to
4:35 (TRIPLED!!)
Larry Kim (@larrykim) #wordstream #pubcon
Direct Traffic
Larry Kim (@larrykim) #wordstream #pubcon
• TRIPLED!!!
Content Promotion: Light Our Darkest Hour!!
Larry Kim (@larrykim) #wordstream #pubcon
Your Questions
Thank You PUBCON!
Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Larry Kim
...
PUBCON 2014 - Content Promotion - Larry Kim, WordStream
PUBCON 2014 - Content Promotion - Larry Kim, WordStream
PUBCON 2014 - Content Promotion - Larry Kim, WordStream
Upcoming SlideShare
Loading in …5
×

PUBCON 2014 - Content Promotion - Larry Kim, WordStream

40,986 views

Published on

THIS is how to promote your content!

  • Be the first to comment

PUBCON 2014 - Content Promotion - Larry Kim, WordStream

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Building Your Brand With Content Promotion! Larry Kim (@larrykim) Founder/CTO, WordStream, Inc. March 18, 2014
  2. 2. Epiphany #1: SEO is Terrible for Brand Building
  3. 3. Organic Search Success? • Blog does 600k Uniques / Month, +8.4% / month. Larry Kim (@larrykim) #wordstream #pubcon
  4. 4. SEO Success! (Or.. not?) Larry Kim (@larrykim) #wordstream #pubcon
  5. 5. Problem 1: Low Visitor Engagement Larry Kim (@larrykim) #wordstream #pubcon
  6. 6. Problem 2: Virtually No Branded Searches Larry Kim (@larrykim)
  7. 7. So Actually … Larry Kim (@larrykim) #wordstream #pubcon
  8. 8. Epiphany #2: Build Your Brand with Content Promotion!
  9. 9. Content Promotion Case Study • +10,000 Press Pick-ups, +10M Pageviews • Huge Brand Exposure!! Larry Kim (@larrykim) #wordstream #pubcon
  10. 10. Epiphany #3: Start With The End In Mind
  11. 11. Create Methodological Plan to Succeed Larry Kim (@larrykim) #wordstream #pubcon
  12. 12. Our Big Idea! Larry Kim (@larrykim) #wordstream #pubcon
  13. 13. “So What” Factor (Your Hook) Type of Publication Example Publications Hook / Angle Business WSJ, Motley Fool, Etc. Do FB Ads Work? Technology Wired, TheNextWeb, Techcrunch, etc. Who Actually Clicks on FB Ads? Small Business Small Biz Trends, Inc. Magazine, Entrepreneur Are FB Ads Effective Grow My Small Business? Marketing Search Engine Land, Marketing Profs, etc. How FB ads Compare to GOOG Display ads? Larry Kim (@larrykim) #wordstream #pubcon
  14. 14. Epiphany #4: Promote Your Content! (It’s more work than you think)
  15. 15. Use Twitter for Pitching Media Larry Kim (@larrykim) #wordstream #pubcon
  16. 16. Pitch Influencers, Too. Larry Kim (@larrykim) #wordstream #pubcon
  17. 17. Include Visual Assets Larry Kim (@larrykim) #wordstream #pubcon
  18. 18. Pinterest Pretty Effective! Larry Kim (@larrykim) #wordstream #pubcon
  19. 19. Follow Up Stories! Larry Kim (@larrykim) #wordstream #pubcon
  20. 20. Pay Up! Larry Kim (@larrykim) #wordstream #pubcon
  21. 21. Promoted Posts on Twitter & Facebook Larry Kim (@larrykim) #wordstream #pubcon
  22. 22. Use Remarketing on Google Display Network 92% reach across millions of sites, videos and devices Sites Games VideoFeeds MobileSocial media Adsense publisher network • 204M visitors/month • 92% of U.S. internet users • 317B impressions/month • Hundreds of comScore 1000 sites Doubleclick ad exchange • Hundreds of premium publishers, with hundreds of millions of ad placements available every day Google O&O properties YouTube • 1B+ video views/day • 2nd largest search engine • 5% of all online time spent Google sites • Finance • Blogger 8.1M Display Network Larry Kim (@larrykim) #wordstream #pubcon
  23. 23. Typical Reach of Remarketing… 1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently Of the typical remarketing audience, find Reach them on between As they visit 20 or more pages on a typical day across 84% …within a month 10-18 days … or more out of the month 5-10 sites … of which all pages and sites have ad space available to Google Display Network buyers Larry Kim (@larrykim) #wordstream #pubcon
  24. 24. Seriously, Use Remarketing. • 43 Million Ad Impressions in a typical month • Display Ads = 50% of PPC Spend Larry Kim (@larrykim) #wordstream #pubcon
  25. 25. Repurpose & Syndicate Content Larry Kim (@larrykim) #wordstream #pubcon
  26. 26. Don’t Forget Television and Radio! Larry Kim (@larrykim) #wordstream #pubcon
  27. 27. Target International Press! Larry Kim (@larrykim) #wordstream #pubcon
  28. 28. Domino Effect of Content Promotion Larry Kim (@larrykim) #wordstream #pubcon
  29. 29. Epiphany #4: Build Relationships with Influential People
  30. 30. Dan Barker’s Tweet Larry Kim (@larrykim) #wordstream #pubcon
  31. 31. I Drove The Press Coverage of That Tweet Larry Kim (@larrykim) #wordstream #pubcon
  32. 32. Epiphany #5 A Note on Article Quality vs. Quantity
  33. 33. Quality Articles Win By a Landslide 4% of My Articles Generate Nearly Half the Page Views. How? Larry Kim (@larrykim) #wordstream #pubcon
  34. 34. Article Quality vs. Quantity. 1. 4% of content gets 85% of the social shares. 2. 5% of content get +95% of the high value links 3. So … Don’t Bother with all the Crap Content. Larry Kim (@larrykim) #wordstream #pubcon
  35. 35. Epiphany #6 Be The Expert
  36. 36. Become a Columnist • #1 Columnist at Search Engine Land in 2013 • Over 400 articles on Search Marketing in 2013 Larry Kim (@larrykim) #wordstream #pubcon
  37. 37. Epiphany #7 A Note on Effort & Skill Required. Is This Really Possible?
  38. 38. You Can Do It! Larry Kim (@larrykim) #wordstream #pubcon
  39. 39. Epiphany #8 What’s the Benefit of all this Content Promotion Work?!
  40. 40. Impact on Repeat User Rate • New Visitor Rate Fell From 79.8% to 66.63% • (Meaning, Visitors are Now Returning) Larry Kim (@larrykim) #wordstream #pubcon
  41. 41. Impact on User Engagement • Time on Site Increased from 1:33 to 4:35 (TRIPLED!!) Larry Kim (@larrykim) #wordstream #pubcon
  42. 42. Direct Traffic Larry Kim (@larrykim) #wordstream #pubcon • TRIPLED!!!
  43. 43. Content Promotion: Light Our Darkest Hour!! Larry Kim (@larrykim) #wordstream #pubcon
  44. 44. Your Questions Thank You PUBCON! Benchmark your AdWords account today! http://www.wordstream.com/google-adwords Larry Kim lkim@wordstream.com http://twitter.com/larrykim Larry Kim (@larrykim) #wordstream #pubcon

×