Content Promotion & Distribution: An Introduction
•Download as PPTX, PDF•
0 likes•324 views
Within content marketing, the areas of promotion and distribution are too often overlooked. In this presentation, you'll learn three promotion and three distribution tactics you can use today with your content.
More Related Content
What's hot
What's hot (15)
Similar to Content Promotion & Distribution: An Introduction
Similar to Content Promotion & Distribution: An Introduction (20)
Recently uploaded
Recently uploaded (20)
Content Promotion & Distribution: An Introduction
- 4. “Who considers themselves to be involved in a ‘community’?
- 5. Content fuels social media, search engine optimization, pay-per-click, etc. etc. But at the core of content marketing, we’re building a community. Content Marketing & Communities Going out to WHERE your audience spends time and leading them to YOUR community is vital.
- 6. “When do you start thinking about your promotion and distribution strategy?
- 7. Long form content needs supporting shorter content Visual content needs a variety of share images Crafting Purposeful Content Ask yourself: Where does this piece of content hit in the buying cycle? What data do I need to properly target? What pixels and custom URLs need to be created and implemented? What lead capture is the content pointing to?
- 11. If you don’t plan promotion and distribution strategy for a given piece of content, don’t even bother creating it.
- 13. PROMOTION Beginner, intermediate, and advanced promotion tactics you can use today.
- 14. “Do the employees of your company know about your content efforts?
- 15. 1136%Increase in reach with one or more engagements 713%Increase in reach with three or more engagements
- 16. Email updates to your social advocates.
- 18. “Are you retargeting your visitors from Outbrain Amplify?
- 19. Manage Content > Add Multiple Content URLs + Titles >
- 20. Image Best Practices Not great Better! • Text heavy • No image or blurry images • Singular focus • Strong image
- 21. Title Best Practices Yep, numbered lists still work. But, questions followed by a clear CTA perform just as well. (Sometimes better.) Don’t be afraid to go long! Outbrain suggests anywhere between 40 and 100 characters. #
- 22. Campaigns need to run for at least 3 weeks to see peak performance. Don’t be afraid to adjust! We’ve seen improved CPC with early bid optimizations. Bidding and Duration Best Practices
- 24. Campaign Settings > Identifying sessions from your promoted content is a great place to start, but you need to go a step further.
- 25. <script language='JavaScript'> var OB_ADV_ID=8332; var scheme = (("https:" == document.location.protocol) ? "https://" : "http://"); var str = '<script src="'+scheme+'widgets.outbrain.com/obtp.js" type="text/javascript"></script>'; document.write(str); </script> Outbrain will create a conversion tracking pixel for you. Conversion Tracking
- 26. Just copy + paste it into your site editor. (Or kindly ask your developer if he/she can assist.)
- 27. Add the remarketing tag to your website Remarketing in Google Display Network
- 28. Shared Library > Audiences
- 29. Add the remarketing tag to your website Create remarketing list Remarketing in Google Display Network
- 30. Shared Library > Audiences > +Remarketing List
- 31. Add the remarketing tag to your website Create remarketing list Build remarketing campaigns that use your lists Remarketing in Google Display Network
- 32. “Are you taking full advantage of Facebook Custom Audiences?
- 33. Install the Pixel Configure Audience Rules Create an Ad Setting Up Facebook Custom Audiences
- 34. Find your Custom Audience pixel Installing the Pixel
- 35. Ads Manager > Custom Audience Pixel > Create a Pixel
- 36. Find your Custom Audience pixel Select and then copy the entire pixel code Paste the Custom Audience pixel into every page of your website Installing the Pixel
- 37. Just copy + paste it into your site editor. (Or kindly ask your developer if he/she can assist.)
- 38. Give your Audience a Name and Description Configuring Audience Rules
- 39. Don’t neglect your audience titles! Figure out a structure you can apply to all of the audiences you create. For example: Site Visitors – All Website – 30 Day Window
- 40. Give your Audience a Name and Description Set a rule to shape your Audience Configuring Audience Rules
- 41. Rules are a great tool to segment your custom audience even further.
- 42. Give your Audience a Name and Description Set a rule to shape your Audience Add a retention window Configuring Audience Rules
- 44. Open Power Editor or Ads Manager Creating Your Ad
- 46. Open Power Editor or Ads Manager Click Create Ad Creating Your Ad
- 49. Videos view campaigns are great if you want people to VIEW THE VIDEO. i.e. if you use a video as your imagery in a clicks to website campaign, you won’t experience the same results. However, we’ve seen that boosting a post on your timeline with a video actually gets you more views than running that same video through a video views campaign.
- 50. Open Power Editor or Ads Manager Click Create Ad In the Audience section, select your Audience Creating Your Ad
- 52. Open Power Editor or Ads Manager Click Create Ad In the Audience section, select your Audience Continue creating your ad Creating Your Ad
- 53. Get creative with multiple image ads!
- 54. Lookalike Audiences Reach people who are similar to your various custom audiences.
- 55. Tools > Audiences > Create Audiences > Create a Lookalike Audience
- 56. DISTRIBUTION Three tactics everyone should use today.
- 57. “Are your content creators reblogging on LinkedIn?
- 58. Huge network at your fingertips: - Connections - Followers - Pulse - Updates Content searchable by keyword in LinkedIn’s post search box. LinkedIn Posts
- 60. Blog Results: - 71 page views - 14 shares (via LinkedIn) - 0 comments LinkedIn Results: - 7,796 views - 420 post likes - 67 comments
- 61. Drop a note at the bottom of the post letting the readers know where the original content was published:
- 62. “Do you submit your visual content to aggregators?
- 63. Content Aggregators Make a submission process you can repeat every time visual content goes live. Include ‘social networks’ that you may not post on frequently. ALL visual content deserves additional distribution!
- 64. - Visually - Scoop.it - Digg - Delicious - Stumbleupon - /r/infographic - /r/infographics*** - InfographicsArchives - CoolInfographics - Imgur Where to submit:
- 65. “Are you taking full advantage of LinkedIn SlideShare?
- 66. LinkedIn SlideShare as Lead-Gen Capture leads at a specified point in your SlideShare content. Customize lead form questions, select targeting and lead form placement. Promote to increase conversions and load leads into your marketing automation system.
- 67. Collect Leads With SlideShare Select your content
- 69. Collect Leads With SlideShare Select your content Customize Lead Form
- 71. Collect Leads With SlideShare Select your content Customize Lead Form Review
- 75. Employee Engagements Maximize Outbrain Amplify ROI Use Facebook Custom Audiences
- 77. WITH YOUR CONTENT PROMOTION AND DISTRIBUTION! Get out there and SMASH FACES
- 78. YOU are AMAZING. You can find me: @realemilylouisa eburkhart@stryde.com @lucy_the_yorkie
Editor's Notes
- Thank StartFEST and audience.
- My name is Emily. SLC transplant – chicago native
- This is Lucy. She’s my dog and you may or may not be surprised to know that she has her very own instagram. Getting into the dog instagram world is an interesting experience to say the least. But it’s a community! A community that once you enter, it’s hard to argue for your sanity, but a community none the less.
- Show of hands, who is involved in a community? We’re all involved in a community, usually several, at some level. Whether that community is the one we’re all participating in today, your church, or built around a hobby like running or hiking, I’m sure we can all identify at least two, three, or even four communities that we are active members of.
- We all know what content can fuel, but it’s true purpose is around building a community And going out to your audience in communities where they’re comfortable and brining them into your own is the very core of content marketing.
- When do you start thinking about your promotion and distribution strategy? Before you even craft your content! Content must be crafted for the PURPOSE OF PROMOTION AND DISTRIBUTION!
- If you want to create an White Paper, then you’ll want smaller pieces of content to support your efforts. If you want to create an Infographic, then you’ll need sharing images that represent it, too. Where does it hit in the customer buying cycle? It’s placement will affect the channels you utilize. What email lists do we need to form in order to target and retarget the content once it’s ready?
- “The difference between promotion and distribution is that promotion refers to the act of drawing attention to the content on YOUR website whereas distribution is about creating and posting pieces of content specifically designed for other channels.”
- Promotion is like this cat. This guy is seeking out the action he desires and leading it back to his platform (or head, whatever)
- Whereas with DISTRIBUTION you’re building or reconstructing content specifically FOR OTHER CHANNELS. Like this metal construction worker.
- EMPHASIZE EMPHASIZE EMPHASIZE!
- If a tree falls in a forest, but no one is around to hear it, does it smash your face? If you post a piece of content on your blog, but no one visits it, does it smash any faces? NO!
- Which is why you need to promote and distribute. So, we know promotion is like that demanding cat, bringing attention back to his own platform. Today, I want to share 3 tactics, beginner, intermediate and advanced, that can be used ASAP to promote your content.
- Show of hands, who feels confident that the employees of your company are knowledgeable about the company’s content? Whether you have 5 or 500 employees, they make for a powerful promotion channel.
- After analyzing our clients organic Facebook posts, we see that reach increases over 1000% when one or more person engages with a post compared to posts without engagements. Engagements increase reach! This is particularly valuable for companies whose social platforms receive little engagement. But don’t discount it if you have social shares that already receive thousands of likes, employee advocates are still incredibly valuable.
- Send out email updates to a select group of individuals within your organization. Identify those that are good candidates as social advocates and let them know about your company’s content efforts. ‘Good candidates’ would be active on social channels that your company is active on. They also would behave in a professional manner on all of the networks in which they participate. Ask if they would like to become an ‘employee social advocate’ of sorts.
- Most likely, they’ll be more than happy to participate. When you publish content and promote it via social, send out an email blast to those individuals. Here’s a basic example of an email you can send. It’s really simple, your email should include: URL to the published content Sample sharing copy for Facebook & LinkedIn Correct length, includes #hashtags, mentions the company’s @username Links to the company’s social shares If employees would rather, they can just click the links and as long as they’re logged in to their social profiles they just need to drop a like and hit the share button.
- Outbrain Amplify and other Content recommendation engines can be a source of thousands upon thousands of site visitors. IF you’re using it to it’s fullest. How many people here use Outbrain or something similar? How many of you are happy with the results?
- Before we talk about retargeting these visitors, you need to make sure the content that you’re placing on Outbrain is the best it can be (i.e. optimized for your end purpose) To do that, you need to be adding multiple titles and images to your shares. To do this, you need to log into Outbrain, click ‘Manage content’, add multiple content urls + titles, then get adding! It’s a super simple process after that of adding as many title and image variants as you desire. Typically our clients test 3 to 4 titles and 3 to 4 images for each piece of content.
- For those images, there a few best practices we’ve seen illustrated time and time again across all of our clients. Avoid images that have text or unfocused images. Make your image powerful and descriptive of what your content actually is. A singular focus and a strong image are a must!
- For titles, it’s no shock that numbered lists are still effective. Any browsing of Buzzsumo will certainly illustrate that point further. However, a thought provoking question, followed by a clear CTA OUTPERFORM numbered lists. For example: “4 Ways Your Influencing the Health Of Your Family” Versus “How are you influencing the health of your family? Take the quiz to find out!” Length is not as much of an issue! Outbrain recommends anywhere between 40 and 100 characters in it’s suggestions for best practices. The title’s we’ve seen work best are typically between 80 and 90 characters.
- Don’t listen to Outbrain’s suggested bids. Just don’t . Adjust your bids and go low! How does your CPC look on other channels? Start there and adjust early. Even just moving from 10 cents to 12 cents then back down to 10 cents increased our impressions and brought the average down to 9 cents. PATIENCCEEEE! Campaigns MUST RUN for 21 days for you see their optimal performance.
- Outbrain suggests their own CPCs but go with what you see for your business on other platforms. Make sure you pay attention to those start and end dates.
- You may also add a tracking code to a specific campaign within Outbrain that allows you to identify sessions. It’s the URL that you can use a google generator to create and track within Analytics. This is a great place to start! But you need to go beyond sessions.
- You need to track CONVERSIONS from that outbrain traffic, too! All you need to do is email outbrain and they’ll respond back with a tracking pixel.
- Then you place that pixel onto the page that signifies a conversion has been made. You can do this through your site editor on wordpress, or as your developer or webmaster if they can assist you.
- Now that you’re content is golden and you’re all set up to track visitors, we can discuss the process of remarketing those visitors that DON’T convert from Outbrain via Google’s display network. Step One: to start using remarketing, add the remarketing tag to all pages of your website. The remarketing tag is a small snippet of code that you get from AdWords.
- The code is easy to locate in your adwords dashboard. Go to “shared library” usually on the lower left hand menu and select audiences. At the top right of the page you’ll see a box labeled ‘remarketing tag’. Poof!
- Step Two: after you’ve tagged your website, create you remarketing list.
- For this list, you would want to place a cookie id on the visitors that don’t convert from outbrain. So, you’d select the landing page and omit those that then fell on a conversion page. Another example of using lists is: For example, you can create a remarketing list for visitors to your most popular product category page. The remarketing tag tells Adwords to save visitors to your ‘Popular category list.’ When people visit that page, their cookie ID is added to the remarketing list.
- Step Three: finally, build a campaign with specific message to show only to people on your ‘outbrain remarketing list’ while they browse display network websites. Your remarketing messages won’t be shown to people who aren’t on the list.
- Who uses facebook custom audiences? Who here needs a bit more explanation about what a custom audience actually IS? The Custom Audience pixel is activated every time someone opens a webpage where the code is installed. When the pixel is activated an event is sent to Facebook's servers with general information about the browsing session including page URLs. The events are then compared to a set of Audience rules the advertiser has created. If the event matches an Audience rule the person who visited the webpage is added to that Audience. These website Custom Audiences can later be targeted by ads.
- Setting up Facbeook custom audiences is actually really easy, just three steps. So even I’ve declared this the ‘advanced’ option, everyone of every knowledge level that gives any amount of money to facebook promotion SHOULD be using this. You just need to install the pixel, configure your audience rules, then create an ad! The code contains a pixel ID which is linked to your Facebook Ads account and is unique to that account (not your Facebook user account). The pixel code is the same for every audience you create. You only need to add one Custom Audience pixel to your entire website regardless of the number of audiences you create.
- The Custom Audience pixel is a small piece of javascript code that you copy and paste into your webpage. Installing this code into your website and verifying that it works is the first step in creating Custom Audiences from your website.
- a. Visit your Facebook Ads Manager at www.facebook.com/ads/manage. In the left hand side navigation, Click Custom Audience Pixel from the left menu. b. Click Create a Pixel. c. Enter a name for your pixel. There's only one pixel per ad account, so choose a name that represents your business. d. Click Create Pixel. e. You can choose either to view the pixel code by clicking on 'Install Pixel' or click Email Pixel Code, type in that person's email address and click Send.
- After you’ve located the pixel, you just copy it and paste it into your site.
- In order to follow these instructions you must have access to your web page's source code and be reasonably familiar with making changes to this source code. If you do not have access or are not comfortable making changes, send these instructions to your webmaster. We recommend placing the code immediately before the closing </head> tag in your HTML. If your site has a global include file, such as a header.php, place the code there. Placing the code in the header isn't necessary, but will improve the quality of the events sent to Facebook.
- After installing the pixel, you’ll need to configure your audience rules. The first step is giving that audience a name and description.
- After you’ve named and described your audience, it’s time to set some rules. Rules are based on the common URL structure. You can shape these URL patterns through four conditions: contains any, doesn't contain, equals to, or is not equal to.
- You can choose to match all pages to your website by selecting 'All website visitors' in the Audience rules builder interface. This setting will match anyone visiting any page on which your account's Custom Audience pixel is installed. Match people visiting specific pages - You can match specific pages by selecting 'People visting specific pages'. Rules set in the Audience builder interface match pages. People that visit these matched pages are added to Audiences.
- Finally, you’ll specify a retention window to place on this specific rule-shaped audience.
- By default your Audience is set to expire after 30 days. That means that people who visit your matched pages are kept in the Audience for a maximum of 30 days. After 30 days from their first visit they are removed from the Audience. You can adjust the retention window from a minimum of 1 day to a maximum of 180 days.
- Now it’s the fun part! Creating your ad. To do this you just need to access your ads through power editor or ads manager. The new ads manager is so much better. The visibility into data is improved a lot. I personally don’t use power editor for ourselves or our clients, we just don’t have the quantity to make it a more streamlined approach. But if you do, please us it! It does make your life easier if you have hundreds of ads and custom audiences.
- Which you can see here, if you’re not using a business.facebook your navigation will look like this. If you are using a business.facebook you don’t need me to tell you where to find these buttons.
- After that, you select “create ad”
- With our clients, we see the most success with sending people to your website and increasing conversions on your website. Because remember, with promotion we’re trying to attract attention to OUR own community. The other ad options tend to keep your audience within facebook’s community.
- Just a few more thoughts on campaign purpose
- After you’ve selected your campaign purpose, the first thing you’ll do is decide what audience you’re going to serve ads to, or what audience you’re going to exclude.
- Here’s where you’ll select your audience from a drop-down menu. Excluding audiences is great to use too, you can exclude people who have converted already so you don’t spend money on those who have already converted.
- Finally, you continue creating your ad as usual.
- Just a another quick thought on using ad types. Get creative! Whether it’s a single image, carosal ad, or video, there is so much at your fingertips.
- When you use Custom Audiences, you can choose to create a Lookalike Audience that targets people who are similar to one of your Custom Audience lists. Lookalike Audiences help you reach people who are similar to your current customers for fan acquisition, website registration, off-Facebook purchases, coupon claims and brand awareness.
- To create a Lookalike Audience in Ads Manager: In Ads Manager, click Tools and then select Audiences Click Create Audiences in the top left and then select Create a Lookalike Audience from the dropdown Choose your source (any Custom Audience, conversion pixel or Facebook Page) Choose the country where you'd like to find a similar set of people Choose your desired audience size with the slider Click Create Audience
- Now that we’ve emulated the attention-seeking cat, we need to shift gears into metal-head construction guy mode. Remember, distribution is all about repackaging and rebuilding your content to help enrich their community while bolstering your own.
- Show of hands, if you create content for your company’s blog, do you also publish it via LinkedIn’s publishing platform? Who has published on LinkedIn before?
- LinkedIn’s huge network is at your fingertips with their publishing features. Not only do your connections see your posts, but your followers do too. If your post is viewed enough times, it’ll get picked up by LinkedIn’s newsreader, Pulse. At that point, you’ll get exponential views, comments and shares. In addition, many connections receive notifications when someone in their network publishes a post. Furthermore, this content is then searchable within LinkedIn itself.
- Here’s the first piece of content I reblogged using LinkedIn’s publisher. The top image was removed because you want to remember your audience changes when you change platforms. That image is great for a blog piece, but less appropriate on a professional platform like LinkedIn. This post was published on the Stryde blog in may of 2014, and it was published on LinkedIn in early june.
- Since then, here’s the difference in performance. Holy moly! That’s not even worth calculating a % increase for. It’s just a shiz ton.
- For any piece that you’re re-publishing on LinkedIn, make sure you drop a note with a link to the original post location.
- If you create a infographic or slideshare, do you distribute BEYOND paid promotions? Do you submit it to the most popular aggregators?
- Your visual content deserves distribution along with paid promotions. It’s really easy to create a repeatable process that you or someone on your team can perform after any piece of visual content goes live. This list should include the top content aggregators, as well as some platforms that are more ‘social networks’, but may not be utilized frequently by your company. Either way, these function again as communities!
- Submit to aggregators like Visually, scoopit, digg, delicious, infographicsarchives, and cool infographics. Also submit to social communities like stumbleupon, relelvant sub-reddits, and imgur. We’ve seen content take off within stumbleupon with absolutely no paid aspect, just distributing it onto the platform once, then letting the community take hold. *** with the infographics subreddit, there are very strict moderators that keep the feed free of ANY content that’s self-promotional and does not allow you to link to anything other than directly to the image
- Along with submitting your slideshare to content aggregators, did you know that you can take a step further with linkedin Slideshare? How many of you are using slideshare’s lead capture feature?
- Depending on your industry, your audience could be very active within the slideshare community. What many businesses don’t do is utilize slideshare’s lead capture feature. You can completely customize your questions and targeting, so you’re reaching your target customer every time. When you add $$$ behind promotion for this, it helps increase conversions and you can also load these leads directly into your automation system.
- So, to start with capturing leads via slideshare, you’ll just need to select your content.
- You can choose something you already have uploaded onto your slideshare profile, or upload a totally new content piece. Choose content that isn’t fluffy. The ideal piece will be packed with information and answers for your target market. Ideally, it should be something they want to download and refer to frequently.
- After you’ve chosen the piece of content, it’s time to customize your lead form.
- Make sure your introduction is captivating and includes a CTA Specify the details you want to collect from visitors. Also specify when you want to show the lead form. You can choose to show it after a specific slide, at the very end of you slideshare, or instead have it populate when a user tries to download the slideshare. Here is also where you’ll input your budget and lcoation targeting. Slideshare requires a minimum of $25 in promotion to start collecting leads.
- Now you’re ready to review this bad boy!
- Slideshare will give you a preview of how the lead capture form will appear You’ll also get a synopsis of placement and campaign details. If everything looks good to go then you’re ready to start capturing those leads!
- We started out our introduction to promotion and distribution with this thought, “does it smash your face?”
- To turn your content from silent to face-smashing, you need to focus on promotion and distribution. And yes, focus on it BEFORE YOU CREATE YOUR CONTENT!
- When you’re promoting content, tap into your employees and encourage engagement socially. Make sure your really maximizing the results you’re seeing from outbrain through image/title optimizations and remarketing. Use facebook custom audiences to serve the RIGHT message to the RIGHT people.
- When it comes to distribution, LinkedIn reblogging exponentially increases visibility to your written content Content aggregators offer a highly active platform for your content to be placed upon to reach audiences that are actively consuming. Take full advantage of slideshare’s lead capture capabilities.
- Now you can go out there AND SMASH FACES WITH YOUR CONTENT PROMOTION AND DISTRIBUTION!