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Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

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Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

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*This deck is filled with .GIFs. If you want to see them you'll need to download it and view it in presentation mode.

The following was presented at Content Marketing World 2016.

This presentation features advanced methodologies for content marketers to have successful and measurable campaigns consistently over time, while simultaneously building a lasting and profitable audience.

It looks at cutting-edge audience, media, competitor and trend research analysis and ways to grow audience by converging owned, earned and paid media strategically for content promotion.

The Internet is a crowded and noisy place for content to stand out in the crowd. And it’s only getting worse. No longer can most brands solely rely on a build it and they will come strategy to drive the content visibility and engagement they so desire.

Attendees will leave knowing:

-Why both earned and paid content promotion adoption is on the rise
-A proven analysis process for discovering the best earned and paid content promotion channels
-Which promotion and distribution channels actually work for top-funnel content
-Budget expectations for content promotion and distribution

*This deck is filled with .GIFs. If you want to see them you'll need to download it and view it in presentation mode.

The following was presented at Content Marketing World 2016.

This presentation features advanced methodologies for content marketers to have successful and measurable campaigns consistently over time, while simultaneously building a lasting and profitable audience.

It looks at cutting-edge audience, media, competitor and trend research analysis and ways to grow audience by converging owned, earned and paid media strategically for content promotion.

The Internet is a crowded and noisy place for content to stand out in the crowd. And it’s only getting worse. No longer can most brands solely rely on a build it and they will come strategy to drive the content visibility and engagement they so desire.

Attendees will leave knowing:

-Why both earned and paid content promotion adoption is on the rise
-A proven analysis process for discovering the best earned and paid content promotion channels
-Which promotion and distribution channels actually work for top-funnel content
-Budget expectations for content promotion and distribution

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Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

  1. 1. @TwitterHandle • #CMWorld Paid and Unpaid Content Promotion and Distribution That Actually Work Chad Pollitt Co-founder, VP of Audience, Relevance @ChadPollitt @ChadPollitt • #CMWorld
  2. 2. @TwitterHandle • #CMWorld Chad Pollitt Co-founder, VP of Audience Relevance @ChadPollitt • #CMWorld
  3. 3. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld AGENDA ① Channels of Content Promotion ② Paid Media ③ Native Do’s ④ Unpaid (Earned) Media @ChadPollitt • #CMWorld
  4. 4. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  5. 5. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Research is the key to building a successful overall content strategy that includes promotion
  6. 6. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 1 Channels of Content Promo @ChadPollitt • #CMWorld
  7. 7. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  8. 8. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Media Relations Influencer Marketing Bylined Articles Earned Syndication
  9. 9. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Media Relations Influencer Marketing Bylined Articles Earned Syndication Sponsored Content Programmatic Native Native Social Native Email Press Releases Paid Syndication
  10. 10. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Media Relations Influencer Marketing Bylined Articles Earned Syndication Sponsored Content Programmatic Native Native Social Native Email Email Social Media Press Releases Paid Syndication
  11. 11. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  12. 12. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Don’t Forget Your Promise…
  13. 13. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 2 Paid Media @ChadPollitt • #CMWorld
  14. 14. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld 1:5 creation to distribution ratio Ben Young, CEO, Nudge television advertising has a
  15. 15. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  16. 16. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld DENIAL ANGER BARGAINING DEPRESSION ACCEPTANCE
  17. 17. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld DENIAL ANGER BARGAINING DEPRESSION ACCEPTANCE
  18. 18. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  19. 19. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  20. 20. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Image credit: Storygize
  21. 21. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Image credit: Storygize
  22. 22. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  23. 23. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  24. 24. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Agency/Brand Native 1.0: Many Point Solutions Inspired by: inPowered
  25. 25. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native 2.0: Single Platform/Programmatic @ChadPollitt • #CMWorld Managed Services Technology Agency/Brand Image credit: inPowered
  26. 26. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Agency/Brand Native 2.0: Single Platform/Programmatic Inspired by: inPowered
  27. 27. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native 2.0: Sponsored Content Managed Services Technology Agency/Brand Inspired by: inPowered
  28. 28. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native 2.0: Sponsored Content Agency/Brand Inspired by: inPowered
  29. 29. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld $59Bon native advertising annually by the year 2018 Adyoulike brands are forecasted to spend over
  30. 30. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 3 Native Do’s @ChadPollitt • #CMWorld
  31. 31. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Do’s 1. Target wisely
  32. 32. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Context Audience Day-Parting Device Type Geo-Location Weather
  33. 33. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld 32 years old Lives in New York City Interested in: bath time SUGGESTED BID: $0.01-$0.03 32 years old Lives in New York City Interested in: first-time moms SUGGESTED BID: $0.38-$0.72 Image credit: Keywee
  34. 34. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Audience Score Teething 0.056 midwife 0.038 afternoon nap 0.036 Toddler bed 0.036 pediatrician 0.026 Peppa Pig 0.024 Funnel cake 0.024 bath time 0.023 greys anatomy 0.018 Audience Score Baby teeth 0.046 Toddlers 0.037 Soccer mom 0.034 Sponge Bob 0.026 Image credit: Keywee
  35. 35. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Peppa Pig: $0.03 bath time: $0.01 teething: $0.04 Image credit: Keywee
  36. 36. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Do’s 1. Target wisely 2. Write logical and attainable goals
  37. 37. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Share of Voice Brand Awareness Conversions Subscribers, Inquiries, Leads
  38. 38. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Do’s 1. Target wisely 2. Write logical and attainable goals 3. Measure what matters
  39. 39. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  40. 40. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24 @ChadPollitt • #CMWorld
  41. 41. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  42. 42. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  43. 43. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  44. 44. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  45. 45. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24 @ChadPollitt • #CMWorld
  46. 46. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24 @ChadPollitt • #CMWorld
  47. 47. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24 @ChadPollitt • #CMWorld
  48. 48. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24 @ChadPollitt • #CMWorld
  49. 49. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24 @ChadPollitt • #CMWorld
  50. 50. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  51. 51. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Lessons 1. Native social media is not a cost-effective channel to promote all of your content at scale.
  52. 52. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Lessons 1. Native social media is not a cost-effective channel to promote all of your content at scale. 2. Programmatic native ad units are.
  53. 53. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Lessons 1. Native social media is not a cost-effective channel to promote all of your content at scale. 2. Programmatic native ad units are. 3. Use native social media with only your best performing content.
  54. 54. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Do’s 1. Target wisely 2. Write logical and attainable goals 3. Measure what matters 4. Be careful with terminology
  55. 55. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld 1/16th of the actions you pay for on social media Keywee website traffic can be as little as
  56. 56. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Do’s 1. Target wisely 2. Write logical and attainable goals 3. Measure what matters 4. Be careful with terminology 5. Do experiment
  57. 57. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld nothing for likes, shares, clicks, follows, favorites, etc. Larry Kim, Founder, Wordstream shared sponsored social media posts cost
  58. 58. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Native Do’s 1. Target wisely 2. Write logical and attainable goals 3. Measure what matters 4. Be careful with terminology 5. Do experiment 6. Pay attention to creative
  59. 59. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Image credit: Storygize
  60. 60. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 4 Unpaid (Earned) Media @ChadPollitt • #CMWorld
  61. 61. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld 800+ incremental leads in 14 days from one mention on Inc.com
  62. 62. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld How Rodon Beats Chinese Pricing
  63. 63. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld The Rodon Group Earned coverage from virtually every major media outlet “Cheaper than China” Ebook
  64. 64. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld The Rodon Group …BECAUSE of an in-person endorsement from the POTUS
  65. 65. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Great content, influencer marketing and coverage
  66. 66. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld The Greatest Hoodie Ever Made
  67. 67. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld American Giant Earned coverage from Slate.com and Esquire
  68. 68. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld 15 to 20x increase in production and still barely met demand Inc.com forced a
  69. 69. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld American Giant Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off
  70. 70. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Great product and story with media outreach
  71. 71. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Content promotion that drove eight- digits of incremental revenue
  72. 72. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Teradata Earned coverage from 46 media outlets and trade publications “Big Data Marketing Hero” Ebook
  73. 73. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Over 3 million media impressions 25% landing page conversion rate 30 global brand prospect meetings
  74. 74. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Teradata A researched- backed owned, paid and earned media blitz drove 36x return on investment
  75. 75. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Great research, content, media outreach and amplification
  76. 76. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 5 Takeaways @ChadPollitt • #CMWorld
  77. 77. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld TAKEAWAYS ① Converging the owned, earned and paid media channels is the most impactful promotion strategy @ChadPollitt • #CMWorld
  78. 78. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld TAKEAWAYS ① Converging the owned, earned and paid media channels is the most impactful promotion strategy ② Third parties (managed services technology) provide more scale for native advertising efforts @ChadPollitt • #CMWorld
  79. 79. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld TAKEAWAYS ① Converging the owned, earned and paid media channels is the most impactful promotion strategy ② Third parties (managed services technology) provide more scale for native advertising efforts ③ Research, target wisely, set goals, measure what matters, watch terminology, experiment, and don’t forget creative @ChadPollitt • #CMWorld
  80. 80. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld TAKEAWAYS ① Converging the owned, earned and paid media channels is the most impactful promotion strategy ② Third parties (managed services technology) provide more scale for native advertising efforts ③ Research, target wisely, set goals, measure what matters, watch terminology, experiment, and don’t forget creative ④ Great content with media/influencer outreach is a recipe for success @ChadPollitt • #CMWorld
  81. 81. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
  82. 82. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld Special Offer Getting the Most Out of Your Content Marketing Using Paid Media bit.ly/native-advertising-manifesto

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