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 likely to follow 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
• Business 2 Blogger
• Blogsvertise
• Markerly
• GroupHigh
• Syndicateads.net
• Buysellads.com
• IZEA
• Adproval
• Web.Blogads.com
• BlogHer
• Triberr
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.
DigitalRelevance Clients Spent
#CONTENTPROMO

93.
DigitalRelevance Clients Spent
#CONTENTPROMO
40% of their content
marketing budgets
on promotion

94.
This is a Recipe for
SUCCESS
#CONTENTPROMO

95.
#CONTENTPROMO
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bit.ly/content-promotion-manifesto