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How Content Promotion Changed Our Inbound Marketing Forever

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SLIDES ARE FULL OF .GIFS. MUST DOWNLOAD TO VIEW THEM http://bit.ly/1v3kyWm

Let’s face it: the Internet is becoming a pretty noisy place and building an audience from scratch can take a very long time today. Getting content cited and covered by prudent media outlets with massive built-in audiences can break through the noise, get your content seen and drive meaningful returns, quickly.

Chad Pollitt reveals the results of how pitching the media and industry influencers to cover high-impact advanced content can drive millions of media impressions while drastically improving brand awareness, conversions and traffic in the quarter the campaign is launched.

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How Content Promotion Changed Our Inbound Marketing Forever

  1. 1. #INBOUND14 How Content Promotion Changed Our Inbound 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. #INBOUND14 1 Content Failure Fatigue
  5. 5. #INBOUND14 Great Content Goes Unread Every Day
  6. 6. #INBOUND14 Only 13 Unique Views
  7. 7. #INBOUND14 How Does It Make You Feel?
  8. 8. #INBOUND14 Some people might feel ANGRY
  9. 9. #INBOUND14 Others might just roll their eyes in FRUSTRATION
  10. 10. #INBOUND14 A feeling of DISGUST would be perfectly normal, too
  11. 11. #INBOUND14 Some people might feel DEMORALIZED or EMBARRASSED
  12. 12. #INBOUND14 …Or maybe just THIS?
  13. 13. #INBOUND14 2 The Problem
  14. 14. #INBOUND14 Every Minute of Every Day
  15. 15. - Mashable #INBOUND14 Every Minute of Every Day
  16. 16. 571 websites are launched - Mashable #INBOUND14 Every Minute of Every Day
  17. 17. 571 websites are launched 350,000 tweets are tweeted - Mashable #INBOUND14 Every Minute of Every Day
  18. 18. 571 websites are launched 350,000 tweets are tweeted 48 hours of YouTube videos are uploaded - Mashable #INBOUND14 Every Minute of Every Day
  19. 19. #INBOUND14
  20. 20. #INBOUND14 Over 2.73 million blog posts are written and published daily The Content Promotion Manifesto
  21. 21. Many Industries are Oversaturated with Content #INBOUND14
  22. 22. Facebook’s organic reach is at 6% and dropping #INBOUND14 - Ogilvy & Mather
  23. 23. With other networks likely to follow suite #INBOUND14
  24. 24. 42 of the top 50 SEO ranking factors are off-page #INBOUND14 Including the top 12 factors overall - Moz, 2013 Search Engine Ranking Factors
  25. 25. On-page content only has an indirect impact #INBOUND14
  26. 26. SEO is not something you do anymore, it’s what happens when you do everything else right #INBOUND14
  27. 27. #INBOUND14 The Internet is… a VERY noisy place for a brand to stand out and be found today
  28. 28. #INBOUND14 Only 37% of marketers believe they’re using their content effectively CMI
  29. 29. This isn’t a CONTENT PROBLEM #INBOUND14
  30. 30. #INBOUND14 It’s an AUDIENCE PROBLEM
  31. 31. #INBOUND14 So what should marketers do about it?
  32. 32. #INBOUND14 Should they produce more content?
  33. 33. #INBOUND14 How about increasing its quality?
  34. 34. Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester #INBOUND14 “
  35. 35. Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester #INBOUND14 “
  36. 36. #INBOUND14 3 The Solution: Content Promotion
  37. 37. #INBOUND14
  38. 38. #INBOUND14 Media Relations
  39. 39. #INBOUND14 Media Relations Influencer Outreach
  40. 40. #INBOUND14 Media Relations Influencer Outreach Bylined Articles
  41. 41. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication
  42. 42. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Native Newsletter
  43. 43. Native Newsletter #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising
  44. 44. Native Newsletter #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Social
  45. 45. Native Newsletter Native Advertising #INBOUND14 Media Relations Influencer Outreach Bylined Articles Native Social Syndication Advertorials
  46. 46. Native Newsletter Native Advertising #INBOUND14 Media Relations Influencer Outreach Bylined Articles Native Social Syndication Advertorials Press Releases
  47. 47. Native Newsletter Native Advertising #INBOUND14 Media Relations Influencer Outreach Bylined Articles Native Social Syndication Advertorials Social Media Press Releases
  48. 48. Native Newsletter Native Advertising #INBOUND14 Media Relations Influencer Outreach Bylined Articles Native Social Syndication Advertorials Social Media Email Press Releases
  49. 49. #INBOUND14 4 The Content Promotion Ecosystem
  50. 50. #INBOUND14 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” #INBOUND14 “
  52. 52. #INBOUND14 • Business 2 Blogger • Blogsvertise • Markerly • GroupHigh • Syndicateads.net • Buysellads.com • IZEA • Adproval • Web.Blogads.com • BlogHer • Triberr Advertorial Networks
  53. 53. #INBOUND14 5 Success Stories
  54. 54. #INBOUND14 How Rodon Beats Chinese Pricing
  55. 55. #INBOUND14 The Rodon Group Earned coverage from virtually every major media outlet “Cheaper than China” Ebook
  56. 56. #INBOUND14 The Rodon Group …BECAUSE of an in-person endorsement from the POTUS
  57. 57. Great content, lucky promotion and coverage #INBOUND14
  58. 58. The Greatest Hoodie Ever Made #INBOUND14
  59. 59. #INBOUND14 American Giant Earned coverage from Slate.com and Esquire
  60. 60. #INBOUND14 forced a 15 to 20x increase in production and still barely met demand Inc.com
  61. 61. #INBOUND14 American Giant Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off
  62. 62. #INBOUND14 Great product and story with purposeful promotion
  63. 63. #INBOUND14 Content that Advanced an Industry
  64. 64. #INBOUND14 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 #INBOUND14
  66. 66. #INBOUND14 Slingshot SEO Research and media relations enabled the study to advance an industry
  67. 67. #INBOUND14 Great content and research with purposeful promotion
  68. 68. #INBOUND14 Content promotion that drove eight-digits of incremental revenue
  69. 69. #INBOUND14 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 #INBOUND14
  71. 71. #INBOUND14 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 #INBOUND14
  73. 73. The Bottom Line for You? #INBOUND14
  74. 74. #INBOUND14 Start with GREAT Content and Promote It
  75. 75. 800+ incremental leads in 14 days from one mention on Inc.com #INBOUND14
  76. 76. #INBOUND14 6 How it’s Done
  77. 77. Research #INBOUND14
  78. 78. #INBOUND14 Define Personas Media Assessment Audience Assessment Content Assessment Influencer Identification Research
  79. 79. #INBOUND14 Creative
  80. 80. Create content and all supporting assets #INBOUND14 Creative
  81. 81. Promotion #INBOUND14
  82. 82. Promotion #INBOUND14 Finalize Pitch Angles Editorial Outreach Influencer Outreach Paid Media Email Social Media
  83. 83. #INBOUND14 Conversion
  84. 84. A/B Testing Retargeting Marketing Automation #INBOUND14 Conversion
  85. 85. #INBOUND14 7 How to Budget for Content 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” #INBOUND14 “
  87. 87. #INBOUND14 63% of marketers believe they’re NOT using their content effectively CMI
  88. 88. 2013 Spending on Content Promotion #INBOUND14
  89. 89. 2013 Spending on Content Promotion #INBOUND14 On Average, brands spent at least…
  90. 90. #INBOUND14 15.2% of content marketing budgets on promotion Content Promotion Manifesto
  91. 91. #INBOUND14 This is a Recipe for FAILURE
  92. 92. #INBOUND14 DigitalRelevance Clients Spent
  93. 93. #INBOUND14 DigitalRelevance Clients Spent 40% of their content marketing budgets on promotion
  94. 94. #INBOUND14 This is a Recipe for SUCCESS
  95. 95. #INBOUND14 INBOUND 2014 SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto
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SLIDES ARE FULL OF .GIFS. MUST DOWNLOAD TO VIEW THEM http://bit.ly/1v3kyWm Let’s face it: the Internet is becoming a pretty noisy place and building an audience from scratch can take a very long time today. Getting content cited and covered by prudent media outlets with massive built-in audiences can break through the noise, get your content seen and drive meaningful returns, quickly. Chad Pollitt reveals the results of how pitching the media and industry influencers to cover high-impact advanced content can drive millions of media impressions while drastically improving brand awareness, conversions and traffic in the quarter the campaign is launched.

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