Great content marketing is not just about creating the best content. The secret to successful content marketing is being able to promote that content to the right people. Too many marketers think their job is complete once they hit the publish button. For the best marketers, this is when the majority of the work begins. This session is going to be packed full of amazing tips on how you can grow both your traffic and leads by learning the art and science of content promotion. It will include a content promotion framework, a formula to work out the right goals for your content and a whole bunch of content promotion tips.
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To be truly effective at content marketing, we need to excel at promotion. #INBOUND14
@Tweet this
@searchbrat
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The notion that you can simply create interesting content people will magically find is a lie. If you build it, they won’t necessarily come. You have to treat your content executions like a product and launch them the same way you would launch a product.
@jaybaer
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The success of your content campaigns starts with creating the right goals.
Do you want to generate awareness, inbound links, qualified leads, blog subscribers or grow your social following?
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We want to generate 200 qualifiedleads for the sales team.
Let’s figure out the right metrics to aim for.
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We need a promotion plan to generate 4000 visits to our landing page, which will result in 2000 downloads and 200 qualified leads.
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Distribution Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog
50,000
6%
3,000
Email
10,000
3%
300
Facebook
8,000
2.5%
200
Twitter
1,000
0.5%
5
Co-promote
30,000
1.5%
450
Plan where to get those visits and downloads from.
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Distribution Channels
Available Audience
Blog
50,000
Email
10,000
Facebook
8,000
Twitter
1,000
Co-promote
30,000
Grow your available audience on each distribution channel.
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Distribution Channels
Available Audience
Engagement (CTR)
Blog
50,000
6%
Email
10,000
3%
Facebook
8,000
2.5%
Twitter
1,000
0.5%
Co-promote
30,000
1.5%
Optimiseconversion paths to improve engagement CTR of each channel.
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Distribution Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog
50,000
6%
3,000
Email
10,000
3%
300
Facebook
8,000
2.5%
200
Twitter
1,000
0.5%
5
Co-promote
30,000
1.5%
450
The bigger your engaged audience the more successful your content campaigns will be.
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In HubSpot, production and promotion are treated equally.
If we spend 10 hours creating a piece of content, we spend at least that amount of time on the promotion of it.
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There are 3 key parts in the launch of any content campaign:
Prior to Launch
Week of Launch
Ongoing
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The best promotion plan in the world can’t save bad content.
Even if you are a distribution ninja, you can’t save content that sucks.
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You need to ask:
Who are we targeting with this content?
Why are they going to love this content?
What action do I want them to take?
How will they find it?
Why would they share it with their friends?
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Gather insights to make your content better.
There is a lot of data we can use that will help us publish content that is more likely to get shared.
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It has an alerts feature that will tell you when content from selected domains is getting shared a lot.
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Open Site Explorer will let you see what content from competitors is getting linked to most.
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Quoracan help you find questions on relevant topics that have gotten a lot of engagement.
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Consider your promotion plan before ever hitting publish.
What can you include in your content that will help it get shared more widely?
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Create your outreach lists well in advance of your launch.
The more time and effort you put into choosing the right people for your outreach lists, the better your results will be.
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Create a promotional pack for your highprioritybloggers. Help them to look awesome.
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Create a promotional pack for your highprioritybloggers. Help them to look awesome.
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Prepare email templates for your different tiers.
Outreach is time consuming. You want to have templates that convert well and can be easily reused by your team.
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ThePre-Launch Checklist
Ask the right questions
Gather insights
Plan promotion early (quotes, stats, data, co-create content).
Create outreach lists (break them into tiers)
Create blogger promotional packs
Prepare email templates
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Do a soft launch of your content.
Start by seeding the promotional packs to your priority list. Make them look good by letting them leverage the most valuable parts of your content first.
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Then make your big splash!
Your campaign’s main launch should be treated as rigorously as a product launch. All your efforts should be heavily coordinated.
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Make sure your launch email is successful.
Yeah, email is still a really important distribution channel in 2014.
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Make sure your launch email is successful.
1. Consistent branding
2. Clear value proposition
3. Dominant call-to-actions (CTAs)
4. Include a relevant image
5. Make it easy to share
6. Personal touches really help
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Launch your content on Facebook.
You can only launch the content once on Facebook, so make it good.
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Use an image. Photos generate 53% more likes & 104% more comments than the average post.
Source: http://bit.ly/ITzLHt
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Keep your post length short. They result in better engagement.
Source http://bit.ly/1k8Bomc
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Launch your content on LinkedIn.
LinkedIn is increasingly becoming a platform that has content and user engagement at the heart of it.
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Use LinkedIn groups and blog posts to help promote that update.
There are 200 conversations taking place per minute in these groups.
http://bit.ly/1nwvJCr
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Organic promotion on Twitter.
Unlike other social networks, promoting the same content a number of times is a good thing on Twitter.
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The life of a tweet is really short. 18 minutes of potential.
Source: http://bit.ly/OdCfTL
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Use a tool like Social Inbox to schedule tweets for those times across the week.
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Tweets with visuals have 5x more engagement when compared to text-based tweets.
Source: http://bit.ly/1heAEWw
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There is a 17% increase in retweetswhen you include a stat.
Source: http://bit.ly/1lTruRq
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Even better, include an easy way for people to tweet stats from the blog posts launching the campaign.
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There is a 19% increase in retweetswhen you include a quote.
Source: http://bit.ly/1lTruRq
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Paid Content amplification helps.
Seeding content through paid channels is a great way to get an initial bump in interest. But remember, great promotion can’t save sucky content.
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For paid Twitter ads the same rules apply. Remember:
Visuals in tweets have 5x engagement
Stats get 17% more retweets
Quotes get 19% more retweets
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Facebook has a lot of targeting options.
You need to invest a lot of time & effort
Test different ad placements & formats
Test different audiences to target
Yes, that’s a whole lot of testing
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Certain Facebook ads are better for content amplification.
Right-Hand Column
Low performance & price. Good for retargeting.
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Certain Facebook ads are better for content amplification.
News Feed
Highest CTR & Engagement. Far better ad type for content amplification as it can generate additional organic results.
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Target by interest lists to get your content seen by the right people.
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On LinkedIn keep your target audience really tight.
Clicks are costly so narrow down your audience
Create 8 sets of ads and continually refresh them
Like Facebook, keep testing ads & targeting
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Keep targeting really tight on LinkedIn, your cost per click tends to be higher.
[To Add]
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There are a growing list of options for paid content amplification.
StumbleUponPaid Discovery
Reddit’sSelf Serve Platform
Outbrain& TaboolaContent Discovery Platform
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Don’t forget there is a good chance your customers already like youand will share your content.
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Guest blogging isn’t dead.
Look for opportunities to create valuable content for blogs within your industry to help promote your content campaigns.
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There is a growing number of platforms you can add valuable content to.
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Complete the rest of your outreach for the lists you created in the pre-launch phase.
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Remember, that’s all to be executed in the week of launch.
You want to create as much interest as possible in that first week. The quality of your content will then ensure that interest gathers pace organically.
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Launch email
Launch on social (organic)
Content amplification (paid)
Promote across online real estate
Guest blogging opportunities
Complete outreach
TheWeek Of Checklist