Content PromotionAndy Crestodina@crestodina
How it works  Where does traffic come          from?
“If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than money,you should f...
Howcontentworks…
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
Sharable Content  The foundation of promotion
Good Event Page•   Overview•   Where, when•   Speakers•   Who should go•   Image / video                    …all traffic g...
Bad Event Page• No overview• No image• No fun to post      …how am I supposed to share this??
The Blog Post   …build your army before you need it!
Always use an image                …of a pygmy hippo
Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
Emotionsthat getshared…Source: “What Makes OnlineContent Viral?” Berger, Milkman,Wharton Business School
Social Basics Twitter Promotion 101
Twitter: Rule of Thirds
Types of TweetsQuotesMentions        …don’t use an @ as the first character!Use a #hashtag, always!                       ...
Post to the NetworksFacebook, LinkedIn, G+, Local networks, Industry forums• Tag and mention people• Make sure the image a...
Tweets: Echo …Echo                             …Echo1. Registration Open (schedule)2. Early Bird Registration Ending (sche...
Targeted Sharing Twitter Research and Mentions
Finding Relevant PeopleSource: Twitter Advanced Search
Finding Relevant People
Finding Relevant PeopleSource: ManageFlitter.com
Finding Relevant People
Don’t Forget Your Peeps! • Speakers • Sponsors, vendors • Members, prospects • Friendly bloggers, press • Related organiza...
After the Event     Follow up!
Post Event EmailSend to all registrants…  • Link to survey (gather testimonials, email opt-in)  • Event pictures (sharable...
Post Event Blog Post• Summary of presentations (mentions)• Event pictures (sharable pictures)• Social mentions / Top Tweet...
Post Event Social Activity• Thank you tweets: speakers, sponsors, attendees• Event Photos: post, tag people, tweet, mentio...
Top Email Trick  How do I grow my list?
Before…After…
1900% increase. Not bad!
Why it works1.Prominence2.Promise3.Proof
GOOD
BAD
Oh My! What a big list you have…
Top SEO Trick  How do I find keywords?
3 Criteria for Choosing Keyphrases
Search VolumeTextResource: Google Keyword Tool
Search TrendingResource: Google Trends
RegionalInterestResource: Google Trends
CompetitionCompetition is high if the sites on page one…• Are famous (wikipedia, etc.)• Have title tags that begin with th...
Check for Universal Search Results•Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• N...
RelevanceText
52 Headline HacksMore here: Headline Hacks
Wheredo I put these keywords?
On-Page SEO• Once at the beginning of the title <title>• Once in the first header <h1>• Four to six times in the body of t...
More Internal Linking
Template &Tools
Thank you!Andy Crestodina@crestodina
Mpi TechCon: Event Promotion
Mpi TechCon: Event Promotion
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Mpi TechCon: Event Promotion

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This presentation was given on 2/19/13 as part of MPI TechCon 2013. It covers event promotion techniques through content marketing. Fun stuff!

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  • Remove Dates
  • Could be when you publish something, or when something is published about you.
  • Could be when you publish something, or when something is published about you.
  • Could be when you publish something, or when something is published about you.
  • Could be when you publish something, or when something is published about you.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • 1. post on FB and G+ Use images. 2. Tweet with quotesmentions, ..maybe try a hashtag.3. Then follow people.
  • Mpi TechCon: Event Promotion

    1. 1. Content PromotionAndy Crestodina@crestodina
    2. 2. How it works Where does traffic come from?
    3. 3. “If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than money,you should focus on inbound marketing.” - Guy Kawasaki
    4. 4. Howcontentworks…
    5. 5. Where there’s traffic, there’s hope...
    6. 6. Traffic: Social, Email, Search
    7. 7. Sharable Content The foundation of promotion
    8. 8. Good Event Page• Overview• Where, when• Speakers• Who should go• Image / video …all traffic goes here!
    9. 9. Bad Event Page• No overview• No image• No fun to post …how am I supposed to share this??
    10. 10. The Blog Post …build your army before you need it!
    11. 11. Always use an image …of a pygmy hippo
    12. 12. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
    13. 13. Emotionsthat getshared…Source: “What Makes OnlineContent Viral?” Berger, Milkman,Wharton Business School
    14. 14. Social Basics Twitter Promotion 101
    15. 15. Twitter: Rule of Thirds
    16. 16. Types of TweetsQuotesMentions …don’t use an @ as the first character!Use a #hashtag, always! …tweet, then follow
    17. 17. Post to the NetworksFacebook, LinkedIn, G+, Local networks, Industry forums• Tag and mention people• Make sure the image appears• Share within groups• Mention event in conversations and comments• Use event hashtag, link to event page …add the event link to your social profiles
    18. 18. Tweets: Echo …Echo …Echo1. Registration Open (schedule)2. Early Bird Registration Ending (schedule)3. Countdown: X Days until event (schedule)4. Thank for the RTs, shares and comments5. Cross the streams for influencers6. Reminder of the location (mention organizers)7. Thank you sponsors (mention sponsors)8. “Just saw the presentation” (mention speakers)9. “See you at the event!” (mention registrants)
    19. 19. Targeted Sharing Twitter Research and Mentions
    20. 20. Finding Relevant PeopleSource: Twitter Advanced Search
    21. 21. Finding Relevant People
    22. 22. Finding Relevant PeopleSource: ManageFlitter.com
    23. 23. Finding Relevant People
    24. 24. Don’t Forget Your Peeps! • Speakers • Sponsors, vendors • Members, prospects • Friendly bloggers, press • Related organizations…and anyone else you know who might be interested.
    25. 25. After the Event Follow up!
    26. 26. Post Event EmailSend to all registrants… • Link to survey (gather testimonials, email opt-in) • Event pictures (sharable pictures) • Link to presentations (available for a limited time) • Invite them to follow you in the social networks
    27. 27. Post Event Blog Post• Summary of presentations (mentions)• Event pictures (sharable pictures)• Social mentions / Top Tweets (Storify?)• “Would you like us to contact you before the nextevent?” (email opt-in)
    28. 28. Post Event Social Activity• Thank you tweets: speakers, sponsors, attendees• Event Photos: post, tag people, tweet, mention• Listen: tweets, mentions and blog posts by others
    29. 29. Top Email Trick How do I grow my list?
    30. 30. Before…After…
    31. 31. 1900% increase. Not bad!
    32. 32. Why it works1.Prominence2.Promise3.Proof
    33. 33. GOOD
    34. 34. BAD
    35. 35. Oh My! What a big list you have…
    36. 36. Top SEO Trick How do I find keywords?
    37. 37. 3 Criteria for Choosing Keyphrases
    38. 38. Search VolumeTextResource: Google Keyword Tool
    39. 39. Search TrendingResource: Google Trends
    40. 40. RegionalInterestResource: Google Trends
    41. 41. CompetitionCompetition is high if the sites on page one…• Are famous (wikipedia, etc.)• Have title tags that begin with the keyphrase• Lots of AdWords ads• Have a higher domain authority than you* *see Open Site Explorer
    42. 42. Check for Universal Search Results•Local (change tactics/choose another phrase)•Videos (opportunity?)• Images• Products• News
    43. 43. RelevanceText
    44. 44. 52 Headline HacksMore here: Headline Hacks
    45. 45. Wheredo I put these keywords?
    46. 46. On-Page SEO• Once at the beginning of the title <title>• Once in the first header <h1>• Four to six times in the body of the page• In links on other pages that link to the page.
    47. 47. More Internal Linking
    48. 48. Template &Tools
    49. 49. Thank you!Andy Crestodina@crestodina

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