content marketing - distribution and measurement

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Content Marketing From Content to Marketing

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Post on 25-Jul-2015

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Content Marketing

From Content to Marketing

Lots of serious business events

(Var Up, Var Ecobiz, ...)

Outstanding landscapes

Startup events – By startup for Startups

(Startup Weekends – Hackaton - Apero)

Startup Ecosystem in Toulon

Table of Content

Production VS Distribution

Distribution Channels

Measurement

Conversion Funnel

Different types of Content

Source : Smartinsights.com

Why Your Content Fails ?

Why Your Content Fails ?

« The strategy for success is more distribution that

creation. » Mitch Joel (Twist Image)

Value Chain

Source : SeoClarity

Table of Content

Production VS Distribution

Distribution Channels

Measurement

Distribution Strategies

Owned channels

Remote channels

Outreach

Distribution Strategies

Owned channels

Remote channels

Outreach

Owned Channels

RSS Feed

Visible on your website

Signatures

RSS Feed Directories

Owned Channels

Newsletter

Frequency :

Don't send an email for every new content piece

Send a weekly/monthly recap + Additional informations

Reminder at the end of your blogposts

Contests & Landing Pages

Owned Channels

Newsletter

The ultimate tool !

Example

Newsletter

Send with dedicated software : Mailchimp, Mailjet, Simplemail,

Aweber, Sarbacane, ...

A/B testing (subscription form + landing page) : Unbounce,

Optimizely, VWO, Google Analytics

Fire

« Content is Fire and Social Media is Gasoline »

Jay Baer (Convince and Convert)

Owned Channels

Social Accounts

Required : Twitter, Facebook, Google+

Optional :

B2B (Linkedin), B2C (Pinterest, Instagram)

Niche social networks

Polish your description and media assets

Visible on your website

Example

Social Accounts

Example

Social Accounts

Example

Social Accounts

Example

Social Accounts

Owned Channels

Social Accounts – Grow your followers

Call to Action on your blogposts

Email / Forum signatures

Contests

Interactions : curation, publication,

comments, answers ...

Example

Social Accounts

Example

Social Accounts

Example

Social Accounts

Example

Distribute manually to get use to different networks

Once the traction comes : pick up 3 social networks

where you feel at home and continue posting

Automate other networks : IFTTT, SociallyMap, Dlvr.it,

Zapier, ...

Social Accounts

Example

To grow your audience

Curate on your topic (Google Alerts, Reador, Scoop.it, Paper.li …)

Social Accounts

Example

Social Media Curation – Post Frequency

Example

To grow your audience

Curate on your topic (Google Alerts, Reador, Scoop.it, Paper.li …)

Post with Buffer/Hootsuite

Social Accounts

Example

Share your articles with more care and with repetitions

Distribution Strategies

Owned channels

Remote channels

Outreach

Remote Channels

Communities

Google+ / Facebook / LinkedIn / Viadeo Groups

Forums : build reputation before sharing own links

Reddit-like : requires good karma

Comments

Example

Communities

Distribution Strategies

Owned channels

Remote channels

Outreach

Outreach

Person to Person

Active interaction about (unsolicited) pieces of information

« raising the awareness of existing services »

Build relationships

Goals

Increase Brand Awareness

Strenghten bonds with clients

Get recommended by your peers/clients

Get viral

Outreach

Person to Person

Active interaction about (unsolicited) pieces of information

« raising the awareness of existing services »

Build relationships

In Practice

The right person at the right time

Behave politely

Don't ask too much

Share relevant information

Reward people you interact with

Minimalist Outreach

React to mentions

Thank people

Ask opinion/feedback

Follow/RT/Fav/Like/Share/+1 if necessary

The idea is to keep the discussion active for

the longest possible time

Table of Content

Production VS Distribution

Distribution Channels

Measurement

Measurement

Measurement

Social Analytics

Measurement

Follow your impact

Standard analytics : Google Analytics, Clicky.com, Piwik, OWA

Social Mentions : Elokenz, Twitter Analytics

Analyze topic

Analyze authors

Analyze content types