UploadSearch - The missing piece of your content distribution puzzle
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The old "build it and they will come" adage has, unfortunately, never rung particularly true when it comes to content. Many great content pieces and campaigns often fail. not because they are not good ideas. but because they don't have a fully formed content distribution strategy behind them. In this session, Laura will run through tactics for distributing content across a range of channels, not just limited to the often talked about link acquisition strategies.
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UploadSearch - The missing piece of your content distribution puzzle
- 1. UPLOADSEARCH The missing piece of your content puzzle @lauracrimmons
- 2. Build it and they will come.
- 3. Build it and they will come. Sadly, a fallacy.
- 4. Build it and they will come. Build (a great thing and have a solid distribution strategy) and they (might) come.
- 5. Owned Brand Website, Email, Push O Shared Social Media, Partnerships S Earned PR, Influencers E Paid Advertising across any channels P
- 6. Owned Brand Website, Email, Push O Shared Social Media, Partnerships S Earned PR, Influencers E Paid Advertising across any channels P All Free
- 7. Owned Brand Website, Email, Push O Shared Social Media, Partnerships S Earned PR, Influencers E Paid Advertising across any channels P All Free
- 8. But often our resource is not equally distributed like this.
- 9. O S E P We often spend a disproportionate amount of time on earned media.
- 12. Which is a hugely wasted opportunity.
- 13. (I was certainly guilty of this)
- 14. We need to remember that, although we know these different channels are usually run by different teams/people (often in silos).
- 15. Our audience/customers don’t know that.
- 16. Or care.
- 17. They just see the brand.
- 18. They just see the brand. On your website.
- 19. They just see the brand. On your website. On your Instagram profile.
- 20. They just see the brand. On your website. On your Instagram profile. In The Guardian.
- 21. They just see the brand. On your website. On your Instagram profile. In The Guardian. In your Facebook advertising.
- 22. So as marketers we need to ensure they see consistent messaging.
- 23. So as marketers we need to ensure they see consistent messaging. Or at least cohesive.
- 24. This encourages brand reinforcement and recall.
- 25. It also means that you can often save on resource or budget.
- 26. Leveraging owned channels means you’re not at the mercy of other companies’ algorithms.
- 27. Leveraging owned channels means you’re not at the mercy of other companies’ algorithms e.g. Facebook, Instagram, Google
- 28. In theory, anything we create should be aimed at our brand’s audience. So if that is true then it should be relevant across (nearly) all channels.
- 29. What your audience is interested in What journalists/ influencers are writing about What’s relevant to your business Ideal campaign
- 30. Delivering consistent messaging will likely involve having to break down those silos and work with other teams.
- 33. SERP
- 34. DA
- 35. PR
- 37. AVE
- 38. EBITDA
- 39. WYSIWYG
- 40. Nobody likes feeling stupid...
- 41. Using jargon/ acronyms people don’t understand will alienate them.
- 42. Speaking the same language = speaking in terms they understand + speaking in terms they care about
- 44. And roadmaps
- 46. Be open to new ways of working
- 47. Getting started
- 50. Understand and map out all of the channels your brand has access to.
- 51. Understand what is required for each channel and when.
- 52. And think about how the messaging should change across the channels.
- 53. Earned
- 57. Research each journalist – personalise each pitch and establish relevance.
- 59. “A picture is worth a thousand words” LOTS OF PEOPLE
- 60. Always ensure you have high quality imagery to accompany campaign.
- 61. Think about how you share visuals. Describe what the images are. Provide high and low res options.
- 62. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- 63. “If it bleeds it leads” THE MEDIA
- 64. Think emotions triggered by your story and who it impacts.
- 66. Negative emotion Positive emotion High arousal Low arousal Awe Excitement Amusement Anger Anxiety Sadness Contentment
- 67. “Rather than harping on features or facts, we need to focus on feelings; the underlying emotions that motivate people to action.”
- 69. Create something a journalist can’t tell the story without linking to.
- 70. Think timing - why would a journalist write about it now?
- 71. Place image within the markers • Research journalists thoroughly • Think content length • Think full package - image, videos, emotions • Ensure a reason to link • Consider your timing Media Relations
- 73. What’s in it for the influencer?
- 75. Ensure you understand the legal implications.
- 76. Under the CAP Code: • Paid-for space e.g. banner ads • Own advertising • Affiliate marketing • Advertorial – there has to be payment and editorial control Additional under consumer protection law: • Any form of payment or incentive even without editorial control What’s an ad?
- 77. • Monetary payment • Free product – ‘gifting’ • Free services • Free trips/accommodation • Loans of products • Commission • Any incentive For the CAP Code to apply remember there must also be editorial control by the advertiser (brand). What counts as payment?
- 78. Control could be: • Pre-approval of content • Specific use of hashtags • Key themes or messages to include • Also includes images or styles e.g. ‘unboxing’ • Posting at certain times, dates or frequency If there is no control it is treated as sponsorship and can not be enforced under the CAP Code or by the ASA. It is still covered under consumer protection legislation enforced by the CMA though. What counts as control?
- 79. The guidelines apply to all bloggers, vloggers, celebrities and social media personalities. Influencers must disclose if they have been incentivised in any way for an endorsement, review or featuring them. This must be clearly stated when a product, brand or service is tagged, linked or endorsed in any way. This applies to any historic relationships with a brand too. The guidelines state this is within a ‘reasonable period’ which they suggest is one year. Influencers must also make clear whether they have personally used the product/service that they are promoting. Guidelines https://www.gov.uk/government/publications/social-media-endorsements-guide-for-influencers/social- media-endorsements-being-transparent-with-your-followers#more-information
- 80. How else will you leverage their involvement?
- 81. Place image within the markers ● Think reciprocal benefit ● Stay on the right side of the law ● Think integration and leveraging activity Influencer Relations
- 82. Shared
- 84. Understand key channels for the topic
- 85. Think about the assets you need.
- 89. Can you offer a behind the scenes perspective?
- 90. Place image within the markers ● Consider which are the most appropriate channels ● Understand the assets you will need and the formats for those ● Think about the narrative flow Shared
- 91. Owned
- 92. Blog / Website
- 93. What will people engage with on your website?
- 95. Will it feature anywhere else on the website?
- 96. Email
- 98. Use emojis.
- 99. “56% of brands using an emoji in their email subject line had a higher open rate than those that did not.” Hubspot
- 100. Push
- 103. Must include a landing page.
- 104. Make use of rich media.
- 105. “Messages that were sent with images had a 9% higher click-through rate than those sent without images.” OneSignal
- 106. And emojis. (again)
- 107. “Emojis boost push notification open rates 85%” VentureBeat
- 108. Paid
- 109. Share audience data.
- 111. Retarget to drive down the customer journey.
- 112. Think audio too.
- 113. To wrap up...
- 114. UPLOADSEARCH Summary 1. Reduce reliance on non-owned channels 2. Break down internal silos 3. Make cross-team planning the norm @lauracrimmons