Content promotion to win and retain audiences by @staceycav at #learninbound

1. @staceycav Content Promotion To Win and Retain Audiences Stacey MacNaught Tecmark

2. #learninbound @staceycav

3. #learninbound @staceycav Google? Don’t they make t-shirts?

4. #learninbound @staceycav What my friends think I do…

5. #learninbound @staceycav What my clients think I do…

6. #learninbound @staceycav What my Nan thinks I do…

7. #learninbound @staceycav What my Nan thinks I do…

8. #learninbound @staceycav What I think I do…

9. #learninbound @staceycav What I really do…

10. #learninbound @staceycav It’s hard bloody work.

11. #learninbound @staceycav And no, I don’t get paid to “piss around on Twitter all day.”

12. #learninbound @staceycav Well, not every day.

14. #learninbound @staceycav There’s too much content that gets no traction

15. #learninbound @staceycav http://www.ladbrokes.com/cheltenham-infographic/

20. #learninbound @staceycav http://blog.monarch.co.uk/top-50-signs-your- relationship-is-serious/

24. #learninbound @staceycav And I’ve launched some f***ing awful content too

25. #learninbound @staceycav (Sorry).

27. #learninbound @staceycav Wtf is with the dinosaur?!

32. Fast forward 4 years… #learninbound @staceycav

33. http://www.tecmark.co.uk/smartphone- usage-data-uk-2014/ #learninbound @staceycav

36. #learninbound @staceycav http://www.bbc.co.uk/news/magazine-29570615

37. #learninbound @staceycav http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos- humanity-internet-yahoo

39. http://www.dronsfields.com/blog/revealed-what-the-british-public-really- think-of-jeremy-clarkson/ #learninbound @staceycav

47. £££ Direct and Assisted Bookings #learninbound @staceycav

51. #learninbound @staceycav What I really do…

54. #learninbound @staceycav Treat your content like your products or services

55. #learninbound @staceycav Invest at least as much into promotion as production

56. #learninbound @staceycav http://relevance.com/introducing-the-content- promotion-ecosystem/

57. #learninbound @staceycav Win your audience

58. #learninbound @staceycav It starts before your content goes into production

59. #learninbound @staceycav What are the goals?

60. #learninbound @staceycav What are the goals? How will you measure them?

61. #learninbound @staceycav What are the goals? How will you measure them? Who are you promoting to?

62. #learninbound @staceycav What are the goals? How will you measure them? Who are you promoting to? What makes you think they’ll give a crap?

63. #learninbound @staceycav Format for your Audience

65. #learninbound @staceycav Tier Your Targets 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publications/Influencers

66. #learninbound @staceycav Find Your Contacts

67. #learninbound @staceycav Get in Touch with Tier 1 Before Production

68. #learninbound @staceycav Get a provisional agreement to the concept

70. #learninbound @staceycav Commitment

71. #learninbound @staceycav I saw you wrote about people with their faces in their phones in the pub! If I had data suggesting people spend 3 hours of the day on their phone, would it be of interest?

72. #learninbound @staceycav Reciprocity

73. #learninbound @staceycav Great. While we’re conducting our research, are there any other questions you think we should be asking? Is there any data we could acquire that would specifically help you?

74. #learninbound @staceycav When it’s ready, go to tier 1 first Individual contact. Phone/Email/Social 2. Mid Weight Influencers 3. Smaller publications/Influencers

75. #learninbound @staceycav Only then, tier 2 Individual contact. Phone/Email/Social Individual contact. Phone/Email/Social 3. Smaller publications/Influencers

76. #learninbound @staceycav And finally tier 3. Individual contact. Phone/Email/Social Individual contact. Phone/Email/Social A small degree of “templating”. Mailchimp.

78. #learninbound @staceycav Paid Press Release Distribution

79. #learninbound @staceycav Paid Promotion

80. #learninbound @staceycav Paid Promotion

81. #learninbound @staceycav Nobody’s bidding

85. #learninbound @staceycav Be sure about your content before you spend a thing.

86. #learninbound @staceycav You can buy the click but you can’t buy the action or someone’s positive sentiment.

87. #learninbound @staceycav Good Old On Page SEO

88. #learninbound @staceycav www.answerthepublic.com

90. #learninbound @staceycav Initial title: “Destination Inspiration Quiz”

91. #learninbound @staceycav Nobody’s looking for that.

92. #learninbound @staceycav Where should I go on holiday?

93. #learninbound @staceycav And then there’s all the variants

94. #learninbound @staceycav An asset with relevant organic presence has longevity

95. #learninbound @staceycav Retain your audience

96. #learninbound @staceycav Soft calls to (inter)action

97. #learninbound @staceycav Categorise Your Content Audience

98. #learninbound @staceycav Turn your content consumers into fans

99. #learninbound @staceycav Make friends with your PPC people.

100. #learninbound @staceycav Retargeting. Retargeting. Retargeting.

104. #learninbound @staceycav Retention is cost effective

105. #learninbound @staceycav Have realistic expectations

107. #learninbound @staceycav It takes time.

108. #learninbound @staceycav It might take several interactions

109. #learninbound @staceycav Become Familiar

110. #learninbound @staceycav Map out the journey from discovery to purchase and loyalty

111. #learninbound @staceycav And map your content efforts to it

112. #learninbound @staceycav And learn from #epicfails

113. #sascon @staceycav Thank you stacey.macnaught@tecmark.co.uk @staceycav

Content promotion to win and retain audiences by @staceycav at #learninbound

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