how content marketing changed our inbound marketing forever [inbound 2014 presentation]
DESCRIPTION
SLIDES ARE FULL OF .GIFS. MUST DOWNLOAD TO VIEW THEM Let’s face it: the Internet is becoming a pretty noisy place and building an audience from scratch can take a very long time today. Getting content cited and covered by prudent media outlets with massive built-in audiences can break through the noise, get your content seen and drive meaningful returns, quickly. HubSpot empowers marketers and public relations professionals not only to track marketing and sales, but media relations results, too. Vice President of Marketing at DigitalRelevance, Chad Pollitt oversees all marketing and communications efforts of a results-driven enterprise-serving content promotion agency. He reveals the results of how pitching the media and industry influencers to cover high-impact advanced content can drive millions of media impressions while drastically improving brand awareness, conversions and traffic in the quarter the campaign is launched.TRANSCRIPT
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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