how content marketing changed our inbound marketing forever [inbound 2014 presentation]

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How Content Promotion Changed Our Inbound Marketing Forever

Chad Pollitt

VP of Audience & Co-Founder, Relevance

VP of Audience, Co-founder

@chadpollitt

CHADPOLLITT

1 Content Failure Fatigue

2 The Problem

3 The Solution

4 The Content Promotion Ecosystem

5 Success Stories

6 How it’s Done

7 How to Budget

AGENDA

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1 Content Failure Fatigue

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Great Content Goes Unread Every Day

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Only 13UniqueViews

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How Does It Make You Feel?

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Some people might feel ANGRY

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Others might just roll their

eyes in FRUSTRATION

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A feeling of DISGUST would be perfectly normal, too

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Some people might feel

DEMORALIZED or

EMBARRASSED

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…Or maybe just THIS?

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2 The Problem

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Every Minute of Every Day

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- Mashable

Every Minute of Every Day

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- Mashable

571 websites are launched

Every Minute of Every Day

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- Mashable

571 websites are launched350,000 tweets are tweeted

Every Minute of Every Day

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- Mashable

571 websites are launched350,000 tweets are tweeted

48 hours of YouTube videos are uploaded

Every Minute of Every Day

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2.73 millionblog posts are written and published daily

The Content Promotion Manifesto

Over

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Many Industries are Oversaturated with Content

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Facebook’s organic reach is at 6% and dropping

- Ogilvy & Mather

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With other networks likely to follow suite

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42 of the top 50 SEO ranking factors are off-pageIncluding the top 12 factors overall

- Moz, 2013 Search Engine Ranking Factors

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On-page content only has an indirect impact

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SEO is not something you do anymore, it’s what happens when you do everything else right

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The Internet is…

a VERY noisy place for a brand to stand out and be found today

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37%of marketers believe they’re using their content effectivelyCMI

Only

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This isn’t a CONTENT PROBLEM

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It’s an AUDIENCE PROBLEM

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So what should marketers do

about it?

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Should they produce more content?

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How about increasing its

quality?

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Brands can actually step down

content production and step up

distribution [promotion] to get

better resultsRyan Skinner, Forrester

“

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Better distribution [promotion]

improves content’s quality, as the

feedback cycle acceleratesRyan Skinner, Forrester

“

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3 The Solution:Content Promotion

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Media Relations

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Influencer Outreach

Media Relations

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Influencer OutreachBylined Articles

Media Relations

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Influencer OutreachBylined Articles

Syndication

Media Relations

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication

Native Newsletter

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication

Native Advertising

Native Newsletter

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication

Native AdvertisingNative Social

Native Newsletter

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication Advertorials

Native AdvertisingNative Social

Native Newsletter

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication Advertorials

Native AdvertisingNative Social

Native Newsletter

Press Releases

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication Advertorials

Native AdvertisingNative Social

Native Newsletter

Social Media

Press Releases

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Media RelationsInfluencer

OutreachBylined ArticlesSyndication Advertorials

Native AdvertisingNative Social

Native Newsletter

Email Social

Media

Press Releases

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4 The Content Promotion Ecosystem

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Content Promotio

n Tools

bit.ly/promotion-ecosystem

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It has been found that the less an

advertisement looks like an

advertisement and the more it

looks like an editorial, the more

readers stop, look and readDavid Ogilvy, the “Father of Advertising”

“

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• Business 2 Blogger

• Blogsvertise

• Markerly

• GroupHigh

• Syndicateads.net

• Buysellads.com

• IZEA

• Adproval

• Web.Blogads.com

• BlogHer

• Triberr

Advertorial Networks

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5 Success Stories

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How Rodon Beats Chinese Pricing

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The Rodon GroupEarned coverage from virtually every major media outlet

“Cheaper than China” Ebook

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The Rodon Group

…BECAUSE of an in-person

endorsement from the POTUS

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Great content, lucky promotion and coverage

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The Greatest Hoodie Ever Made

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American GiantEarned coverage from Slate.com and Esquire

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15 to 20xincrease in production and still barely met demandInc.com

forced a

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American Giant

Very difficult to get media coverage

for a product, but Bayard Winthrop

pulled it off

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Great product and story with

purposeful promotion

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Content that Advanced an Industry

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Slingshot SEO

Earned coverage from academia, media outlets and industry influencers around the world

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Even an onstage endorsement from Rand Fishkin at INBOUND 2012

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Slingshot SEO

Research and media relations enabled the study to advance an industry

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Great content and research with

purposeful promotion

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Content promotion that drove eight-digits of incremental revenue

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Teradata

Earned coverage from 46 media outlets and trade publications

“Big Data Marketing Hero” Ebook

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Over 3 million media impressions25% landing page conversion rate

30 global brand prospect meetings

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Teradata

A full-on owned, paid and earned media blitz drove 36x return on investment

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Great content and promotion on all three media channels

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The Bottom Line for You?

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Start with GREAT Content and Promote It

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

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6 How it’s Done

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Research

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Define PersonasMedia AssessmentAudience AssessmentContent AssessmentInfluencer Identification

Research

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Creative

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Create content and all

supporting assets

Creative

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Promotion

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Promotion

Finalize Pitch AnglesEditorial OutreachInfluencer OutreachPaid MediaEmailSocial Media

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Conversion

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A/B TestingRetargeting

Marketing Automation

Conversion

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7 How to Budget for Content Promotion

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Half the money I spend on

advertising is wasted; the trouble is

I don’t know which halfJohn Wanamaker, the “Father of the

Modern Department Store”

“

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63%of marketers believe they’re NOT using their content effectivelyCMI

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2013 Spending on Content Promotion

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2013 Spending on Content Promotion

On Average,brands spent at least…

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15.2%of content marketing budgets on promotion

Content Promotion Manifesto

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This is a Recipe for FAILURE

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DigitalRelevance Clients Spent

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DigitalRelevance Clients Spent

40% of their content marketing

budgets on promotion

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This is a Recipe for SUCCESS

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INBOUND 2014 SPECIAL OFFER

Get your copy for FREE now before it

hits Amazon!

bit.ly/content-promotion-manifesto