How an Integrated Promotion Strategy Increased Organic Traffic by 56%
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How an Integrated Promotion Strategy Increased Organic Traffic by 56% #IntegratedPromo
Transcript of How an Integrated Promotion Strategy Increased Organic Traffic by 56%
How an Integrated Promotion Strategy Increased
Organic Traffic by 56%
#IntegratedPromo
Aaron AdersCo-Founder, Relevance@aaronaders
Ashley ShermanDir. of Digital Media Relations
@ahalbers
#IntegratedPromo
Table of Contents1. What is converged media? Why do we need it?
2. Research drives a promotion strategy
3. Use Case: Rackspace’s DevOps Mindset• Owned media• Earned media
4. Measurable goals + reporting
• Paid media• Bylined articles
#IntegratedPromo
What Is Converged Media?
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Why should you care?
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70% of B2B marketers are creating more content this year. ~ Content Marketing Institute, 2015
That’s more than a 48% increase from 2014!
It’s Getting Noisier
Global digital ad spend worldwide will reach $204 billion by 2018.
~ eMarketer
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InfluenceEarned
ControlOwned, Paid
Integration = Balance
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Earned
Owned
Paid
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36% of B2B companies have higher confidence in native advertising and content discovery tools than in more traditional paid methods.
80% of marketers use at least one method of paid advertising – the average number used is three.
~ Content Marketing Institute, 2015
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Research>> Assessment
• Understand the media landscape• Identify earned and paid opportunities
>> Content Plan• Driven by experts and influencers?• Co-create with complementary brand or
influencer?• Live exclusively on a third-party channel or
media outlet?
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Data-Driven Planning
Timing
Goals Budget
Existing Efforts
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Owned. Earned. Paid.
EARNEDMEDIA
INTEGRATEDSTRATEGY
PAIDMEDIA
OWNEDMEDIA
Bylined articlesMedia/blogger outreachInfluencer outreach
EmailBlogSocial mediaHigh-impact content
Sponsored articlesSponsored social media postsSponsored recommendations
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#CONTENTPROMO
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now before it hits Amazon!
bit.ly/content-promotion-manifesto
Owned MediaEARNEDMEDIA
INTEGRATEDSTRATEGY
PAIDMEDIA
OWNEDMEDIA
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>> High-impact content
>> Blog and editorial calendar
>> Identify influencers
>> Social and email messaging
Earned Media>> Media and Blogger Outreach
• Media list creation• Targeted pitches
>> Influencer Outreach• Content collaboration• Organic social sharing
EARNEDMEDIA
INTEGRATEDSTRATEGY
PAIDMEDIA
OWNEDMEDIA
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Paid MediaEARNEDMEDIA
INTEGRATEDSTRATEGY
PAIDMEDIA
OWNEDMEDIA
>> Sponsored social updates
>> Sponsored articles
>> Sponsored recommendations
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Sponsored Social Updates
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Sponsored Articles>> Bylined, text articles>> Larger, mixed media content pieces
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Sponsored Recommendations
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>> Amplification, content distribution, content discovery>> Zemanta, Outbrain, Taboola, StumbleUpon
The Versatility of Bylined Articles
>> Intersects earned, owned and paid channels:• Existing publishing relationships• Earned placement from outreach• Sponsored articles
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Set Measurable Goals
S Specific
M Measurable
A Attainable
R Realistic
T Time-bound
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To get more sales leads in Q2.
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X
To increase sales leads by 10% before the end of Q2 by creating two new gated pieces of advanced content.
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>> Measurement tools:• Tagged URLs• Analytics – Web, paid platforms• Buzzsumo, ShareTally, etc.
Observe & Report
>> Reporting• Set campaigns in Google Analytics• What does the data tell you, and what will
you do about it?
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For business inquiries, please contact:
Aaron [email protected]
317-308-9191
Questions?
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