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How Content Promotion Changed Digital Marketing Forever

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It's no secret that the Internet is a noisy place. With so many brands competing for attention, building a new audience from scratch can seem nearly impossible. This presentation will explain an effective strategy for breaking through the noise while driving meaningful returns, quickly.

Takeaways include:

-Why most content marketing campaigns fail
-How to succeed
-Which tools are available to help facilitate success
-How to budget for content promotion

Published in: Business

How Content Promotion Changed Digital Marketing Forever

  1. 1. #CONTENTPROMO How Content Promotion Changed Digital Marketing Forever Chad Pollitt VP of Audience & Co-Founder, Relevance
  2. 2. CHAD POLLITT @chadpollitt VP of Audience, Co-founder
  3. 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. 4. #CONTENTPROMO 1 Content Failure Fatigue
  5. 5. Great Content Goes Unread Every Day #CONTENTPROMO
  6. 6. #CONTENTPROMO Only 13 Unique Views
  7. 7. #CONTENTPROMO How Does It Make You Feel?
  8. 8. #CONTENTPROMO Some people might feel ANGRY
  9. 9. Others might just roll their eyes in FRUSTRATION #CONTENTPROMO
  10. 10. #CONTENTPROMO A feeling of DISGUST would be perfectly normal, too
  11. 11. Some people might feel DEMORALIZED or EMBARRASSED #CONTENTPROMO
  12. 12. #CONTENTPROMO …Or maybe just THIS?
  13. 13. #CONTENTPROMO 2 The Problem
  14. 14. #CONTENTPROMO Every Minute of Every Day
  15. 15. - Mashable #CONTENTPROMO Every Minute of Every Day
  16. 16. 571 websites are launched - Mashable #CONTENTPROMO Every Minute of Every Day
  17. 17. 571 websites are launched 350,000 tweets are tweeted - Mashable #CONTENTPROMO Every Minute of Every Day
  18. 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. 19. #CONTENTPROMO
  20. 20. Over 2.73 million blog posts are written and published daily #CONTENTPROMO The Content Promotion Manifesto
  21. 21. Many Industries are Oversaturated with Content #CONTENTPROMO
  22. 22. #CONTENTPROMO Facebook’s organic reach is at 6% and dropping - Ogilvy & Mather
  23. 23. With other networks likely to follow suit #CONTENTPROMO
  24. 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. 25. On-page content only has an indirect impact on off-page signals #CONTENTPROMO
  26. 26. SEO is not something you do anymore, it’s what happens when you do everything else right #CONTENTPROMO
  27. 27. #CONTENTPROMO The Internet is… a VERY noisy place for a brand to stand out and be found today
  28. 28. #CONTENTPROMO Only 37% of marketers believe they’re using their content effectively CMI
  29. 29. This isn’t a CONTENT PROBLEM #CONTENTPROMO
  30. 30. #CONTENTPROMO It’s an AUDIENCE PROBLEM
  31. 31. So what should marketers do about it? #CONTENTPROMO
  32. 32. #CONTENTPROMO Should they produce more content?
  33. 33. How about increasing its quality? #CONTENTPROMO
  34. 34. Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester #CONTENTPROMO “
  35. 35. Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester #CONTENTPROMO “
  36. 36. #CONTENTPROMO 3 The Solution: Content Promotion
  37. 37. #CONTENTPROMO
  38. 38. #CONTENTPROMO Media Relations
  39. 39. #CONTENTPROMO Media Relations Influencer Outreach
  40. 40. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles
  41. 41. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication
  42. 42. #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Newsletter
  43. 43. Native Newsletter #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising
  44. 44. Native Newsletter #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Social
  45. 45. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials
  46. 46. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Press Releases
  47. 47. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Social Media Press Releases
  48. 48. Native Newsletter Native Advertising Native Social #CONTENTPROMO Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Social Media Email Press Releases
  49. 49. #CONTENTPROMO 4 The Content Promotion Ecosystem
  50. 50. #CONTENTPROMO Content Promotion Tools bit.ly/promotion-ecosystem
  51. 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. 52. #CONTENTPROMO • Business 2 Blogger • Blogsvertise • Markerly • GroupHigh • Syndicateads.net • Buysellads.com • IZEA • Adproval • Web.Blogads.com • BlogHer • Triberr Advertorial Networks
  53. 53. #CONTENTPROMO 5 Success Stories
  54. 54. The Greatest Hoodie Ever Made #CONTENTPROMO
  55. 55. #CONTENTPROMO American Giant Earned coverage from Slate.com and Esquire
  56. 56. #CONTENTPROMO forced a 15 to 20x increase in production and still barely met demand. Inc.com
  57. 57. American Giant Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off #CONTENTPROMO
  58. 58. #CONTENTPROMO Great product and story with purposeful promotion
  59. 59. How Rodon Beats Chinese Pricing #CONTENTPROMO
  60. 60. #CONTENTPROMO The Rodon Group Earned coverage from virtually every major media outlet “Cheaper than China” Ebook
  61. 61. The Rodon Group …BECAUSE of an in-person endorsement from the POTUS #CONTENTPROMO
  62. 62. Great content with purposeful promotion #CONTENTPROMO
  63. 63. #CONTENTPROMO Content that Advanced an Industry
  64. 64. #CONTENTPROMO Slingshot SEO Earned coverage from academia, media outlets and industry influencers around the world
  65. 65. Even an onstage endorsement from Rand Fishkin at INBOUND 2012 #CONTENTPROMO
  66. 66. #CONTENTPROMO Slingshot SEO Research and media relations enabled the study to advance an industry
  67. 67. #CONTENTPROMO Great content and research with purposeful promotion
  68. 68. Content promotion that drove eight-digits of incremental #CONTENTPROMO revenue
  69. 69. #CONTENTPROMO Teradata Earned coverage from 46 media outlets and trade publications “Big Data Marketing Hero” Ebook
  70. 70. Over 3 million media impressions 25% landing page conversion rate 30 global brand prospect meetings #CONTENTPROMO
  71. 71. #CONTENTPROMO Teradata A full-on owned, paid and earned media blitz drove 36x return on investment
  72. 72. Great content and promotion on all three media channels #CONTENTPROMO
  73. 73. #CONTENTPROMO The Bottom Line for You?
  74. 74. Start with GREAT Content and Promote It #CONTENTPROMO
  75. 75. 800+ incremental leads in 14 days from one mention on Inc.com #CONTENTPROMO
  76. 76. #CONTENTPROMO 6 How it’s Done
  77. 77. Research #CONTENTPROMO
  78. 78. #CONTENTPROMO Define Personas Media Assessment Audience Assessment Content Assessment Influencer Identification Research
  79. 79. #CONTENTPROMO Creative
  80. 80. Create content and all supporting assets #CONTENTPROMO Creative
  81. 81. Promotion #CONTENTPROMO
  82. 82. Promotion #CONTENTPROMO Finalize Pitch Angles Editorial Outreach Influencer Outreach Paid Media Email Social Media
  83. 83. #CONTENTPROMO Conversion
  84. 84. A/B Testing Retargeting Marketing Automation #CONTENTPROMO Conversion
  85. 85. 7 How to Budget for Content #CONTENTPROMO Promotion
  86. 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. 87. #CONTENTPROMO 63% of marketers believe they’re NOT using their content effectively CMI
  88. 88. 2013 Spending on Content Promotion #CONTENTPROMO
  89. 89. 2013 Spending on Content Promotion #CONTENTPROMO On average, brands spent at least…
  90. 90. #CONTENTPROMO 15.2% of content marketing budgets on promotion Content Promotion Manifesto
  91. 91. This is a Recipe for FAILURE #CONTENTPROMO
  92. 92. DigitalRelevance Clients Spent #CONTENTPROMO
  93. 93. DigitalRelevance Clients Spent #CONTENTPROMO 40% of their content marketing budgets on promotion
  94. 94. This is a Recipe for SUCCESS #CONTENTPROMO
  95. 95. #CONTENTPROMO SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto

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