how content promotion changed our inbound marketing forever
TRANSCRIPT
#INBOUND14
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 effectively
CMI
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 results
Ryan Skinner, Forrester
“
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Better distribution [promotion] improves
content’s quality, as the feedback cycle
accelerates
Ryan 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 Outreach
Bylined Articles
Media Relations
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Influencer Outreach
Bylined Articles
Syndication
Media Relations
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Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Newsletter
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Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Newsletter
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Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Social
Native Newsletter
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Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
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Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Press Releases
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Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Social Media
Press Releases
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Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Social Media
Press Releases
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4 The Content Promotion Ecosystem
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Content Promotion
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 read
David 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 RodonGroup
Earned coverage
from virtually every
major media outlet
“Cheaper than China” Ebook
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The RodonGroup
…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 Giant
Earned coverage
from Slate.com
and Esquire
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15 to 20xincrease in production and still barely met demand
Inc.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 impressions
25% 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
half
John Wanamaker, the “Father of the Modern Department Store”
“
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63%of marketers believe they’re NOT using their content effectively
CMI
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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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bit.ly/content-promotion-manifesto