This presentation was part of SEMrush webinar For full video: https://youtu.be/h1rs5kn0bX4

1. WEBINAR
OPTIMIZING AND
DISTRIBUTING YOUR
CONTENT BY CHANNEL
Brought to you by
CREATOR
Joe Griffin
ClearVoice
HOST
Andy Crestodina
Orbit Media
ESTEEMED PANEL
Chad Pollitt
Relevance.com
Robert Rose
The Content Advisory

2. The purpose of content
dictates the distribution and
optimization strategy.

3. CONTENT PURPOSE
WHY, WHERE, WHEN
CONTENT AS A
PRESENCE
CONTENT AS A
CURRENCY
Create market presence.
Distribution is wide but still
targeted. Examples: blog
posts, social posts, earned
media, etc.
Drive leads and sales.
Examples: white papers,
industry reports, buyer
guides, etc.
Get your customer over any
outstanding mental hurdles
they have left prior to a
purchase decision. Examples:
customer videos, reviews,
product usage videos, etc.
Inspire your existing community
and customers. Also offer
support and create ongoing
value. Examples: knowledge
base, how-to’s, customer
spotlights, etc.
CONTENT AS A
WINDOW
CONTENT AS A
COMMUNITY
Concept originated by Altimeter.

4. There are too many digital
channels to consider, so
choose your tactics wisely.

5. DIGITAL CHANNELS
A PRIMER ON OWNED, EARNED, SHARED, PAID MEDIA

6. Marketing strategy of a
single asset

7. ASSET & GOALS
ATTAIN CONTENT REACH AND GET RESULTS
● Deliver value to my existing customers.
● Integrate into my social publishing stream.
● Generate leads for new business.
● Rank high in search engines.
● Draw inbound links and referral traffic.
● Be evangelized by influencers.

8. Identify audience, personas
and channel opportunities

9. TARGETING: AUDIENCE + CHANNELS
SETTING THE TABLE TO GET RESULTS
● Audience: Agencies & Brands
● Personas: SEOs, Content Managers, Marketing Managers
● Channels: Owned, Earned, Paid

10. Design and optimize the
assets for the required
channels.

11. CHANNELS + ASSETS
PRODUCING CHANNEL-SPECIFIC ASSETS
● Assets
○ Ebook (Core Content)
○ Ad Creative + Copy
■ Paid Search
■ Paid/Owned Social
○ Landing Page

12. CONTENT OPTIMIZATION
OPTIMIZING THE ASSETS
● Ad Creative + Copy (including
retargeting)
○ A/B Headline, Description
and Creative
○ A/B by Channel (Facebook
and LinkedIn)
○ Success = Quality Clicks
Tool Recommendation

13. CONTENT OPTIMIZATION
OPTIMIZING THE ASSETS
● Landing Page
○ By Device
○ A/B Headline + Description
○ A/B Primary Bullets
○ Gathering Intel Question
Tool Recommendation
Instapage

14. CONTENT OPTIMIZATION
OPTIMIZING THE ASSETS
● Ebook (Core Content) - Gated Version
○ Title Optimization - Experiment with
different book/cover page titles while
leaving the guts of the book the same.
Why?
The perception and positioning of the
content is what drives conversions, and
that’s what matters to generate leads.

15. CONTENT OPTIMIZATION
OPTIMIZING THE ASSETS
● Ebook (Core Content) - Ungated Version
○ Optimized for SEO - Crawlable Content
■ Keyword Integration, SEO Metadata, Structured Data, AMP
○ Optimized for Social - Social Share Ready
■ Social Metadata + Open Graph for Facebook, Twitter and LinkedIn
When
Depending on the asset we’ll wait 3-6 months before releasing it for crawlability and
shareability. We may also keep it in gated ad campaigns at the same time.

16. THANK YOU