Content Promotion & Distribution: An Introduction
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Transcript of Content Promotion & Distribution: An Introduction
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Content Promotion and Distribution
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Hey! I’m Emily.
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This is Lucy.
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“Who considers themselves to beinvolved in a ‘community’?
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Content fuels social media, search engine optimization,
pay-per-click, etc. etc.
But at the core of content marketing, we’re building a
community.
Content Marketing & Communities
Going out to WHERE your audience spends timeand leading them to YOUR community is vital.
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“When do you start thinking about your promotion and distribution
strategy?
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Long form content needs supporting shorter content
Visual content needs a variety of share images
Crafting Purposeful Content
Ask yourself:Where does this piece of content hit in the buying cycle?What data do I need to properly target?What pixels and custom URLs need to be created and
implemented?What lead capture is the content pointing to?
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PROMOTION DISTRIBUTION
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If you don’t plan promotion and distribution strategy for a given
piece of content,
don’t even bother creating it.
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PROMOTIONBeginner, intermediate, and advanced promotion tactics you can use today.
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“Do the employees of your company know about your content efforts?
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1136%Increase in reach with
one or more engagements
713%Increase in reach with
three or more engagements
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Email updates to your social advocates.
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Links to company’s
shares
Sample share copyContent URL
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“Are you retargeting your visitors from Outbrain Amplify?
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Manage Content > Add Multiple Content URLs + Titles >
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Image Best Practices
Not great Better!
• Text heavy• No image or
blurry images
• Singular focus• Strong image
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Title Best Practices
Yep, numbered lists still work.
But, questions followed by a
clear CTA perform just as well. (Sometimes
better.)
Don’t be afraid to go long! Outbrain
suggests anywhere
between 40 and 100 characters.
#
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Campaigns need to run for at least 3 weeks to see peak performance.
Don’t be afraid to adjust!
We’ve seen improved CPC with early bid optimizations.
Bidding and Duration Best Practices
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Campaign Settings >
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Campaign Settings >
Identifying sessions from your promoted content is a great place to start, but you need to go a step further.
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<script language='JavaScript'>var OB_ADV_ID=8332;var scheme = (("https:" == document.location.protocol) ? "https://" : "http://");var str = '<script src="'+scheme+'widgets.outbrain.com/obtp.js" type="text/javascript"><\/script>';document.write(str);</script>
Outbrain will create a conversion tracking pixel for you.
Conversion Tracking
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Just copy + paste it into your site editor.(Or kindly ask your developer if he/she can assist.)
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Add the remarketing tag to
your website
Remarketing in Google Display Network
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Shared Library > Audiences
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Add the remarketing tag to
your website
Create remarketing list
Remarketing in Google Display Network
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Shared Library > Audiences > +Remarketing List
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Add the remarketing tag to
your website
Create remarketing list
Build remarketing
campaigns that use your lists
Remarketing in Google Display Network
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“Are you taking full advantage of Facebook Custom Audiences?
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Install the Pixel Configure Audience Rules
Create an Ad
Setting Up Facebook Custom Audiences
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Find your Custom Audience pixel
Installing the Pixel
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Ads Manager > Custom Audience Pixel > Create a Pixel
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Find your Custom Audience pixel
Select and then copy the entire pixel code
Paste the Custom Audience pixel into every page of your website
Installing the Pixel
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Just copy + paste it into your site editor.(Or kindly ask your developer if he/she can assist.)
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Give your Audience a Name and Description
Configuring Audience Rules
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Don’t neglect your audience titles!
Figure out a structure you can apply to all of the audiences you create.
For example:Site Visitors – All Website – 30 Day Window
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Give your Audience a Name and Description
Set a rule to shape your Audience
Configuring Audience Rules
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Rules are a great tool to segment your custom audience even further.
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Give your Audience a Name and Description
Set a rule to shape your Audience
Add a retention window
Configuring Audience Rules
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Open Power Editor or Ads Manager
Creating Your Ad
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Open Power Editor or Ads Manager
Click Create Ad
Creating Your Ad
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Videos view campaigns are great if you want people to VIEW THE VIDEO.
i.e. if you use a video as your imagery in a clicks to website campaign, you won’t experience the same results.
However, we’ve seen that boosting a post on your timeline with a video actually gets you more views than running that same video through a video views campaign.
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Open Power Editor or Ads Manager
Click Create Ad
In the Audience section, select your Audience
Creating Your Ad
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Open Power Editor or Ads Manager
Click Create Ad
In the Audience section, select your Audience
Continue creating your ad
Creating Your Ad
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Get creative with multiple image ads!
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Lookalike Audiences
Reach people who are similar to your various custom audiences.
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Tools > Audiences > Create Audiences >Create a Lookalike Audience
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DISTRIBUTIONThree tactics everyone should use
today.
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“Are your content creatorsreblogging on LinkedIn?
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Huge network at your fingertips:
- Connections- Followers- Pulse- Updates
Content searchable by keyword in LinkedIn’s post search box.
LinkedIn Posts
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Blog Results:
- 71 page views- 14 shares (via LinkedIn)- 0 comments
LinkedIn Results:
- 7,796 views- 420 post likes- 67 comments
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Drop a note at the bottom of the post letting the readers know where the original content was published:
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“Do you submit your visual content to aggregators?
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Content Aggregators
Make a submission process you can repeat every time visual content goes live.
Include ‘social networks’ that you may not post on frequently.
ALL visual content deserves additional distribution!
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- Visually- Scoop.it- Digg- Delicious- Stumbleupon
- /r/infographic- /r/infographics***- InfographicsArchives- CoolInfographics- Imgur
Where to submit:
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“Are you taking full advantage ofLinkedIn SlideShare?
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LinkedIn SlideShare as Lead-Gen
Capture leads at a specified point in your SlideShare content.
Customize lead form questions, select targeting and lead form placement.
Promote to increase conversions and load leads into your marketing automation system.
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Collect Leads With SlideShare
Select your content
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Collect Leads With SlideShare
Select your content
Customize Lead Form
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Collect Leads With SlideShare
Select your content
Customize Lead Form Review
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PROMOTION DISTRIBUTION
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Employee Engagements
Maximize Outbrain Amplify ROI
Use Facebook Custom Audiences
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ContentAggregators
LinkedInReblogging
SlideShare Lead Capture
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WITH YOUR CONTENT PROMOTION AND
DISTRIBUTION!
Get out there and
SMASH FACES