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

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Content Promotion tactics and tools to win and retain content audiences. A talk from #learninbound Dublin in July 2015.

Published in: Marketing

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

  1. 1. @staceycav Content Promotion To Win and Retain Audiences Stacey MacNaught Tecmark
  2. 2. #learninbound @staceycav
  3. 3. #learninbound @staceycav Google? Don’t they make t-shirts?
  4. 4. #learninbound @staceycav What my friends think I do…
  5. 5. #learninbound @staceycav What my clients think I do…
  6. 6. #learninbound @staceycav What my Nan thinks I do…
  7. 7. #learninbound @staceycav What my Nan thinks I do…
  8. 8. #learninbound @staceycav What I think I do…
  9. 9. #learninbound @staceycav What I really do…
  10. 10. #learninbound @staceycav It’s hard bloody work.
  11. 11. #learninbound @staceycav And no, I don’t get paid to “piss around on Twitter all day.”
  12. 12. #learninbound @staceycav Well, not every day.
  13. 13. #learninbound @staceycav
  14. 14. #learninbound @staceycav There’s too much content that gets no traction
  15. 15. #learninbound @staceycav http://www.ladbrokes.com/cheltenham-infographic/
  16. 16. #learninbound @staceycav http://www.ladbrokes.com/cheltenham-infographic/
  17. 17. #learninbound @staceycav http://www.ladbrokes.com/cheltenham-infographic/
  18. 18. #learninbound @staceycav http://www.ladbrokes.com/cheltenham-infographic/
  19. 19. #learninbound @staceycav http://www.ladbrokes.com/cheltenham-infographic/
  20. 20. #learninbound @staceycav http://blog.monarch.co.uk/top-50-signs-your- relationship-is-serious/
  21. 21. #learninbound @staceycav http://blog.monarch.co.uk/top-50-signs-your- relationship-is-serious/
  22. 22. #learninbound @staceycav http://blog.monarch.co.uk/top-50-signs-your- relationship-is-serious/
  23. 23. #learninbound @staceycav http://blog.monarch.co.uk/top-50-signs-your- relationship-is-serious/
  24. 24. #learninbound @staceycav And I’ve launched some f***ing awful content too
  25. 25. #learninbound @staceycav (Sorry).
  26. 26. #learninbound @staceycav
  27. 27. #learninbound @staceycav Wtf is with the dinosaur?!
  28. 28. #learninbound @staceycav
  29. 29. #learninbound @staceycav
  30. 30. #learninbound @staceycav
  31. 31. #learninbound @staceycav
  32. 32. Fast forward 4 years… #learninbound @staceycav
  33. 33. http://www.tecmark.co.uk/smartphone- usage-data-uk-2014/ #learninbound @staceycav
  34. 34. #learninbound @staceycav
  35. 35. #learninbound @staceycav
  36. 36. #learninbound @staceycav http://www.bbc.co.uk/news/magazine-29570615
  37. 37. #learninbound @staceycav http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos- humanity-internet-yahoo
  38. 38. #learninbound @staceycav
  39. 39. http://www.dronsfields.com/blog/revealed-what-the-british-public-really- think-of-jeremy-clarkson/ #learninbound @staceycav
  40. 40. #learninbound @staceycav
  41. 41. #learninbound @staceycav
  42. 42. #learninbound @staceycav
  43. 43. #learninbound @staceycav
  44. 44. #learninbound @staceycav
  45. 45. #learninbound @staceycav
  46. 46. #learninbound @staceycav
  47. 47. £££ Direct and Assisted Bookings #learninbound @staceycav
  48. 48. #learninbound @staceycav
  49. 49. #learninbound @staceycav
  50. 50. #learninbound @staceycav
  51. 51. #learninbound @staceycav What I really do…
  52. 52. #learninbound @staceycav
  53. 53. #learninbound @staceycav
  54. 54. #learninbound @staceycav Treat your content like your products or services
  55. 55. #learninbound @staceycav Invest at least as much into promotion as production
  56. 56. #learninbound @staceycav http://relevance.com/introducing-the-content- promotion-ecosystem/
  57. 57. #learninbound @staceycav Win your audience
  58. 58. #learninbound @staceycav It starts before your content goes into production
  59. 59. #learninbound @staceycav What are the goals?
  60. 60. #learninbound @staceycav What are the goals? How will you measure them?
  61. 61. #learninbound @staceycav What are the goals? How will you measure them? Who are you promoting to?
  62. 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. 63. #learninbound @staceycav Format for your Audience
  64. 64. #learninbound @staceycav
  65. 65. #learninbound @staceycav Tier Your Targets 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publications/Influencers
  66. 66. #learninbound @staceycav Find Your Contacts
  67. 67. #learninbound @staceycav Get in Touch with Tier 1 Before Production
  68. 68. #learninbound @staceycav Get a provisional agreement to the concept
  69. 69. #learninbound @staceycav
  70. 70. #learninbound @staceycav Commitment
  71. 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. 72. #learninbound @staceycav Reciprocity
  73. 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. 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. 75. #learninbound @staceycav Only then, tier 2 Individual contact. Phone/Email/Social Individual contact. Phone/Email/Social 3. Smaller publications/Influencers
  76. 76. #learninbound @staceycav And finally tier 3. Individual contact. Phone/Email/Social Individual contact. Phone/Email/Social A small degree of “templating”. Mailchimp.
  77. 77. #learninbound @staceycav
  78. 78. #learninbound @staceycav Paid Press Release Distribution
  79. 79. #learninbound @staceycav Paid Promotion
  80. 80. #learninbound @staceycav Paid Promotion
  81. 81. #learninbound @staceycav Nobody’s bidding
  82. 82. #learninbound @staceycav Nobody’s bidding
  83. 83. #learninbound @staceycav Nobody’s bidding
  84. 84. #learninbound @staceycav Nobody’s bidding
  85. 85. #learninbound @staceycav Be sure about your content before you spend a thing.
  86. 86. #learninbound @staceycav You can buy the click but you can’t buy the action or someone’s positive sentiment.
  87. 87. #learninbound @staceycav Good Old On Page SEO
  88. 88. #learninbound @staceycav www.answerthepublic.com
  89. 89. #learninbound @staceycav
  90. 90. #learninbound @staceycav Initial title: “Destination Inspiration Quiz”
  91. 91. #learninbound @staceycav Nobody’s looking for that.
  92. 92. #learninbound @staceycav Where should I go on holiday?
  93. 93. #learninbound @staceycav And then there’s all the variants
  94. 94. #learninbound @staceycav An asset with relevant organic presence has longevity
  95. 95. #learninbound @staceycav Retain your audience
  96. 96. #learninbound @staceycav Soft calls to (inter)action
  97. 97. #learninbound @staceycav Categorise Your Content Audience
  98. 98. #learninbound @staceycav Turn your content consumers into fans
  99. 99. #learninbound @staceycav Make friends with your PPC people.
  100. 100. #learninbound @staceycav Retargeting. Retargeting. Retargeting.
  101. 101. #learninbound @staceycav
  102. 102. #learninbound @staceycav
  103. 103. #learninbound @staceycav
  104. 104. #learninbound @staceycav Retention is cost effective
  105. 105. #learninbound @staceycav Have realistic expectations
  106. 106. #learninbound @staceycav
  107. 107. #learninbound @staceycav It takes time.
  108. 108. #learninbound @staceycav It might take several interactions
  109. 109. #learninbound @staceycav Become Familiar
  110. 110. #learninbound @staceycav Map out the journey from discovery to purchase and loyalty
  111. 111. #learninbound @staceycav And map your content efforts to it
  112. 112. #learninbound @staceycav And learn from #epicfails
  113. 113. #sascon @staceycav Thank you stacey.macnaught@tecmark.co.uk @staceycav

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