How Content Promotion Changed Digital Marketing Forever
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#CONTENTPROMO
How Content Promotion Changed Digital Marketing Forever
Chad PollittVP of Audience & Co-Founder, Relevance
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VP of Audience, Co-founder
@chadpollitt
CHADPOLLITT
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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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#CONTENTPROMO
1 Content Failure Fatigue
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#CONTENTPROMO
Great Content Goes Unread Every Day
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#CONTENTPROMO
Only 13UniqueViews
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#CONTENTPROMO
How Does It Make You Feel?
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#CONTENTPROMO
Some people might feel ANGRY
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#CONTENTPROMO
Others might just roll their
eyes in FRUSTRATION
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#CONTENTPROMO
A feeling of DISGUST would be perfectly normal, too
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#CONTENTPROMO
Some people might feel
DEMORALIZED or EMBARRASSED
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#CONTENTPROMO
…Or maybe just THIS?
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#CONTENTPROMO
2 The Problem
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#CONTENTPROMO
Every Minute of Every Day
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#CONTENTPROMO
- Mashable
Every Minute of Every Day
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#CONTENTPROMO
- Mashable
571 websites are launched
Every Minute of Every Day
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#CONTENTPROMO
- Mashable
571 websites are launched350,000 tweets are tweeted
Every Minute of Every Day
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#CONTENTPROMO
- 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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#CONTENTPROMO
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#CONTENTPROMO
2.73 millionblog posts are written and published daily
The Content Promotion Manifesto
Over
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#CONTENTPROMO
Many Industries are Oversaturated with Content
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#CONTENTPROMO
Facebook’s organic reach is at 6% and dropping
- Ogilvy & Mather
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#CONTENTPROMO
With other networks likely to follow suit
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#CONTENTPROMO
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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#CONTENTPROMO
On-page content only has an indirect impact on off-page signals
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#CONTENTPROMO
SEO is not something you do anymore, it’s what happens when you do everything else right
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#CONTENTPROMO
The Internet is…
a VERY noisy place for a brand to stand out and be found today
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#CONTENTPROMO
37%of marketers believe they’re using their content effectively
CMI
Only
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#CONTENTPROMO
This isn’t a CONTENT PROBLEM
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#CONTENTPROMO
It’s an AUDIENCE PROBLEM
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#CONTENTPROMO
So what should marketers do
about it?
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#CONTENTPROMO
Should they produce more content?
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#CONTENTPROMO
How about increasing its
quality?
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#CONTENTPROMO
Brands can actually step down content
production and step up distribution
[promotion] to get better results
Ryan Skinner, Forrester
“
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#CONTENTPROMO
Better distribution [promotion] improves
content’s quality, as the feedback cycle
acceleratesRyan Skinner, Forrester
“
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#CONTENTPROMO
3 The Solution:Content Promotion
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#CONTENTPROMO
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#CONTENTPROMO
Media Relations
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#CONTENTPROMO
Media Relations
Influencer Outreach
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Newsletter
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Newsletter
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Social
Native Newsletter
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Press Releases
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Social Media
Press Releases
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#CONTENTPROMO
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Social Media
Press Releases
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#CONTENTPROMO
4 The Content Promotion Ecosystem
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#CONTENTPROMO
Content Promotion
Tools
bit.ly/promotion-ecosystem
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#CONTENTPROMO
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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#CONTENTPROMO
• Business 2 Blogger
• Blogsvertise
• Markerly
• GroupHigh
• Syndicateads.net
• Buysellads.com
• IZEA
• Adproval
• Web.Blogads.com
• BlogHer
• Triberr
Advertorial Networks
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#CONTENTPROMO
5 Success Stories
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#CONTENTPROMO
The Greatest Hoodie Ever Made
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#CONTENTPROMO
American GiantEarned coverage from Slate.com and Esquire
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#CONTENTPROMO
15 to 20xincrease in production and still barely met demand.
Inc.com
forced a
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#CONTENTPROMO
American Giant
Very difficult to get media coverage
for a product, but Bayard Winthrop
pulled it off
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#CONTENTPROMO
Great product and story with purposeful
promotion
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#CONTENTPROMO
How Rodon Beats Chinese Pricing
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#CONTENTPROMO
The Rodon GroupEarned coverage from virtually every major media outlet
“Cheaper than China” Ebook
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#CONTENTPROMO
The Rodon Group
…BECAUSE of an in-person
endorsement from the POTUS
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#CONTENTPROMO
Great content with purposeful promotion
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#CONTENTPROMO
Content that Advanced an Industry
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#CONTENTPROMO
Slingshot SEO
Earned coverage from academia, media outlets and industry influencers around the world
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#CONTENTPROMO
Even an onstage endorsement from Rand Fishkin at INBOUND 2012
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#CONTENTPROMO
Slingshot SEO
Research and media relations enabled the study to advance an industry
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#CONTENTPROMO
Great content and research with purposeful
promotion
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#CONTENTPROMO
Content promotion that drove eight-digits of incremental revenue
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#CONTENTPROMO
Teradata
Earned coverage from 46 media outlets and trade publications
“Big Data Marketing Hero” Ebook
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#CONTENTPROMO
Over 3 million media impressions25% landing page conversion rate30 global brand prospect meetings
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#CONTENTPROMO
Teradata
A full-on owned, paid and earned media blitz drove 36x return on investment
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#CONTENTPROMO
Great content and promotion on all three media channels
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#CONTENTPROMO
The Bottom Line for You?
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#CONTENTPROMO
Start with GREAT Content and Promote It
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#CONTENTPROMO
800+ incremental leads in 14 days from one mention on Inc.com
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#CONTENTPROMO
6 How it’s Done
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#CONTENTPROMO
Research
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#CONTENTPROMO
Define Personas
Media Assessment
Audience Assessment
Content Assessment
Influencer Identification
Research
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#CONTENTPROMO
Creative
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#CONTENTPROMO
Create content and all
supporting assets
Creative
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#CONTENTPROMO
Promotion
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#CONTENTPROMO
Promotion
Finalize Pitch Angles
Editorial Outreach
Influencer Outreach
Paid Media
Social Media
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#CONTENTPROMO
Conversion
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#CONTENTPROMO
A/B Testing
Retargeting
Marketing Automation
Conversion
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#CONTENTPROMO
7 How to Budget for Content Promotion
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#CONTENTPROMO
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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#CONTENTPROMO
63%of marketers believe they’re NOT using their content effectively
CMI
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#CONTENTPROMO
2013 Spending on Content Promotion
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#CONTENTPROMO
2013 Spending on Content Promotion
On average,brands spent at least…
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#CONTENTPROMO
15.2%of content marketing budgets on promotion
Content Promotion Manifesto
![Page 91: How Content Promotion Changed Digital Marketing Forever](https://reader037.fdocuments.net/reader037/viewer/2022102823/5469d415af7959842c8b729d/html5/thumbnails/91.jpg)
#CONTENTPROMO
This is a Recipe for FAILURE
![Page 92: How Content Promotion Changed Digital Marketing Forever](https://reader037.fdocuments.net/reader037/viewer/2022102823/5469d415af7959842c8b729d/html5/thumbnails/92.jpg)
#CONTENTPROMO
DigitalRelevance Clients Spent
![Page 93: How Content Promotion Changed Digital Marketing Forever](https://reader037.fdocuments.net/reader037/viewer/2022102823/5469d415af7959842c8b729d/html5/thumbnails/93.jpg)
#CONTENTPROMO
DigitalRelevance Clients Spent
40% of their content marketing budgets
on promotion
![Page 94: How Content Promotion Changed Digital Marketing Forever](https://reader037.fdocuments.net/reader037/viewer/2022102823/5469d415af7959842c8b729d/html5/thumbnails/94.jpg)
#CONTENTPROMO
This is a Recipe for SUCCESS
![Page 95: How Content Promotion Changed Digital Marketing Forever](https://reader037.fdocuments.net/reader037/viewer/2022102823/5469d415af7959842c8b729d/html5/thumbnails/95.jpg)
#CONTENTPROMO
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