Jay Baer President, Convince & Convert, Bestselling Author, Youtility @jaybaer You’ve Got Great Content – Heidi Sullivan SVP, Digital Content, Cision @hksully Now What? Why Your Marketing Plan Needs Amplification

1. You’ve Got Great
Content –
Now What?
Jay Baer
President, Convince & Convert, Bestselling Author, Youtility
@jaybaer
Heidi Sullivan
SVP, Digital Content, Cision
@hksully
Why Your
Marketing Plan
Needs
Amplification

2. How to Participate Today
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 During today’s web seminar,
attendees will be in listen-only
mode.
 If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317
 Submit text questions: Q&A
addressed at the end of today’s
session
 Everyone will receive an email
within 24 hours with a link to view a
recorded version of today’s session

3. Your Featured Presenter: Jay Baer
President, Convince & Convert
Author, Youtility: Why Smart
Companies are Helping Not
Selling

4. Your Co-Presenter: Heidi Sullivan
Senior Vice President,
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Digital Media
Cision
@hksully

5. Smart Marketing
Through Section Content
Divider

6. Consumers’ Splintered Attention Makes Marketing
Harder Than Ever
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7. Friend of Mine Awareness is replacing Top of Mind
Awareness
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8. Break Through Clutter by being USEFUL
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9. Create Youtility: Marketing So Useful, People
Would Pay For It!
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10. Be The Best TEACHER In Your Industry
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11. Be Relevant in Real-Time
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12. Simple Youtility can be the Best Youtility
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13. 1133
“Content is Fire.
Social Media is
Gasoline.”

14. You Have to Market Your Marketing
 Email open rate = 25%
 Facebook organic reach = 5%-15%
 Twitter reach = ???
 Pinterest and Instagram reach = ???
 Blog post reach = 5.6% (best case on
1144
Convince & Convert blog)
 You have to give your best content a
little HELP

15. SeAcmtiopnli fDicivaitdioenr

16. Is your content reaching
your intended audience?
Google increased the importance of original content when they
determine Search Engine Results Page

17. 1177
“If the news is
that important, it
will find me.”
- A college student in an article by Brian Stelter in the New York
Times, March 2008

18. Sharing content outside your circles
The Book of Business Awesome. 2012
My mom
My coworkers
My friends
Their friends
My fans
My customers
The people I
don’t even
know yet

19. Spread your
message
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20. Relationships with Influencers
2200

21. am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
2211
In content
marketing
terms,
amplification refers to
tactics that help our
content reach the
audiences we are
targeting.
One form of this is
native
advertising.

22. Native Advertising in Action
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23. Native Advertising in Action
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24. Native Advertising in Action
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25. SeAcmtiopnli fDicivaitdioenr
in Action

26. Amplification in Action
Tested amplifying all posts published on ConvinceAndConvert.com
for 16 days:
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27. Amplification in Action
 Used the Cision Content Marketing Suite to amplify posts on
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Outbrain network and Taboola network.
 During this period, the blog generated 74,954 visitor overall
 8,373 visits (11.1%) were from the amplification program

28. Amplification in Action
Headline (and photos) have a huge impact on amplification
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29. Summary of Findings
 Amplification works
 Traffic quality varies
 Be smart about what/when you amplify
 If possible, test/optimize headlines and photos
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30. SeCcatisoen SDtiuvdidieesr

31. The Case of the Allianz
Global Assistance
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32. 3322
Results 20% increase in web
traffic within weeks…

33. American Academy of Orthopaedic Surgeons
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“This year we rolled out a new feature called
Ortho-pinions. We really want to drive people
to our content. An Ortho-pinion piece on knee
arthritis that we uploaded and amplified In
October was the most visited page on the
website as a whole, according to Google
Analytics. So it's clearly working to drive
traffic to our site.”
Lauren Riley, Media Relations Manager
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34. Headlines & Photos Made a Difference
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Original Headline
You have an ACL Tear-What’s Next?
New Headlines
Don't Let an ACL Tear Ruin Your Life (481 clicks)
The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)
You Have an ACL Tear: What's Next? (374 clicks)
How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)
Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)
The 5 Stages of Dealing with an ACL Tear (211 clicks)
Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)
“Your Cision account manager keeps tabs on
the stories you're amplifying. If one isn't
working, it's up to Cision to rework the
headline. This happened to us for the first
time with a recent story we amplified. It
wasn't performing as well in the first two
weeks, so our representative emailed me to
let me know they tweaked the headline.”
- Lauren Riley, Media Relations Manager

35. QUESTIONS?
Jay Baer
President, Convince & Convert, Bestselling Author, Youtility
@jaybaer
Heidi Sullivan
SVP, Digital Content, Cision
@hksully