Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld
Paid and Unpaid Content
Promotion and Distribution
That Actually Work
Chad Pollitt
Co-founder, VP of Audience, Relevance
@ChadPollitt
@ChadPollitt • #CMWorld

Chad Pollitt
Co-founder, VP of Audience
Relevance

AGENDA
AGENDA
① Channels of Content Promotion
② Paid Media
③ Native Do’s
④ Unpaid (Earned) Media

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Research is the
key to building a
successful overall
content strategy
that includes
promotion

AGENDA
1 Channels of Content Promo

Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication

Media Relations
Bylined Articles
Earned Syndication Sponsored Content
Programmatic Native
Native Social
Native Email
Press Releases
Paid Syndication

Media Relations
Bylined Articles
Earned Syndication Sponsored Content
Programmatic Native
Native Social
Native Email
Email
Social Media
Press Releases
Paid Syndication

Don’t Forget
Your Promise…

AGENDA
2 Paid Media

AGENDA
1:5
creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a

DENIAL
ANGER
BARGAINING
DEPRESSION
ACCEPTANCE

Image credit: Storygize

Agency/Brand
Native 1.0: Many Point Solutions
Inspired by: inPowered

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native 2.0: Single Platform/Programmatic
Managed Services Technology
Agency/Brand
Image credit: inPowered

Agency/Brand
Native 2.0: Single Platform/Programmatic

Native 2.0: Sponsored Content
Managed Services Technology
Agency/Brand

Native 2.0: Sponsored Content
Agency/Brand

AGENDA
$59Bon native advertising annually
by the year 2018
Adyoulike
brands are forecasted to spend over

AGENDA
3 Native Do’s

Native Do’s
1. Target wisely

Context
Audience
Day-Parting
Device Type
Geo-Location
Weather

32 years old
Lives in New York City
Interested in: bath time
SUGGESTED BID:
$0.01-$0.03
32 years old
Lives in New York City
Interested in: first-time moms
SUGGESTED BID:
$0.38-$0.72
Image credit: Keywee

Audience Score
Teething 0.056
midwife 0.038
afternoon nap 0.036
Toddler bed 0.036
pediatrician 0.026
Peppa Pig 0.024
Funnel cake 0.024
bath time 0.023
greys anatomy 0.018
Audience Score
Baby teeth 0.046
Toddlers 0.037
Soccer mom 0.034
Sponge Bob 0.026

Peppa Pig: $0.03
bath time: $0.01
teething: $0.04

Native Do’s
1. Target wisely
2. Write logical and attainable goals

Share of Voice
Brand Awareness
Conversions
Subscribers, Inquiries, Leads

Native Do’s
1. Target wisely
3. Measure what matters

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors
Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24

Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Facebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Outbrain $0.64 1 $449.95 8 $56.24

Facebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Facebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Outbrain $0.64 1 $449.95 8 $56.24

Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.

Lessons
2. Programmatic native ad units are.

Lessons
2. Programmatic native ad units are.
3. Use native social media with only your best
performing content.

Native Do’s
1. Target wisely
4. Be careful with terminology

AGENDA
1/16th
of the actions you pay for on
social media
Keywee
website traffic can be as little as

Native Do’s
1. Target wisely
5. Do experiment

AGENDA
nothing
for likes, shares, clicks,
follows, favorites, etc.
Larry Kim, Founder, Wordstream
shared sponsored social
media posts cost

Native Do’s
1. Target wisely
5. Do experiment
6. Pay attention to creative

AGENDA
4 Unpaid (Earned) Media

800+ incremental leads
in 14 days from one
mention on Inc.com

AGENDA
How Rodon
Beats Chinese
Pricing

The Rodon
Group
Earned coverage from
virtually every major
media outlet
“Cheaper than China” Ebook

The Rodon
Group
…BECAUSE of
an in-person
endorsement
from the POTUS

Great content, influencer marketing and coverage

AGENDA
The Greatest
Hoodie Ever
Made

American
Giant
Earned coverage from
Slate.com and Esquire

AGENDA
15 to 20x
increase in production and still
barely met demand
Inc.com
forced a

American
Giant
Very difficult to
get media coverage
for a product, but
Bayard Winthrop
pulled it off

Great product and
story with media
outreach

AGENDA
Content promotion
that drove eight-
digits of incremental
revenue

Teradata
Earned coverage
from 46 media
outlets and trade
publications
“Big Data Marketing Hero”
Ebook

Over 3 million media impressions
25% landing page conversion rate
30 global brand prospect meetings

Teradata
A researched-
backed owned, paid
and earned media
blitz drove 36x
return on investment

Great research, content,
media outreach
and amplification

AGENDA
5 Takeaways

AGENDA
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy

AGENDA
TAKEAWAYS
② Third parties (managed services technology) provide
more scale for native advertising efforts

AGENDA
TAKEAWAYS
③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative

AGENDA
TAKEAWAYS
③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative
④ Great content with media/influencer outreach is a recipe
for success

Special Offer
Getting the Most Out of
Your Content Marketing
Using Paid Media
bit.ly/native-advertising-manifesto

Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

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Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld