#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
#INBOUND14
1 Content Failure Fatigue
#INBOUND14
Great Content Goes Unread Every Day
#INBOUND14
Only 13UniqueViews
#INBOUND14
How Does It Make You Feel?
#INBOUND14
Some people
might feel
ANGRY
#INBOUND14
Others might
just roll their
eyes in
FRUSTRATION
#INBOUND14
A feeling of
DISGUST
would be
perfectly
normal, too
#INBOUND14
Some people
might feel
DEMORALIZED or
EMBARRASSED
#INBOUND14
…Or maybe
just THIS?
#INBOUND14
2 The Problem
#INBOUND14
Every Minute of Every Day
#INBOUND14
- Mashable
Every Minute of Every Day
#INBOUND14
- Mashable
571 websites are launched
Every Minute of Every Day
#INBOUND14
- Mashable
571 websites are launched350,000 tweets are tweeted
Every Minute of Every Day
#INBOUND14
- Mashable
571 websites are launched350,000 tweets are tweeted
48 hours of YouTube videos are uploaded
Every Minute of Every Day
#INBOUND14
2.73 millionblog posts are written and published daily
The Content Promotion Manifesto
Over
#INBOUND14
Many Industries are Oversaturated with Content
#INBOUND14
Facebook’s organic reach is at 6% and dropping
- Ogilvy & Mather
#INBOUND14
With other networks likely to follow suite
#INBOUND14
42 of the top 50 SEO ranking factors are off-pageIncluding the top 12 factors overall
- Moz, 2013 Search Engine Ranking Factors
#INBOUND14
On-page content only has an indirect impact
#INBOUND14
SEO is not something you do anymore, it’s what happens when you do everything else right
#INBOUND14
The Internet is…
a VERY noisy place
for a brand to
stand out and be
found today
#INBOUND14
37%of marketers believe they’re using their content effectively
CMI
Only
#INBOUND14
This isn’t a CONTENT PROBLEM
#INBOUND14
It’s an AUDIENCE PROBLEM
#INBOUND14
So what should
marketers do
about it?
#INBOUND14
Should they
produce more
content?
#INBOUND14
How about
increasing its
quality?
#INBOUND14
Brands can actually step down content
production and step up distribution
[promotion] to get better results
Ryan Skinner, Forrester
“
#INBOUND14
Better distribution [promotion] improves
content’s quality, as the feedback cycle
accelerates
Ryan Skinner, Forrester
“
#INBOUND14
3 The Solution:Content Promotion
#INBOUND14
Media Relations
#INBOUND14
Influencer Outreach
Media Relations
#INBOUND14
Influencer Outreach
Bylined Articles
Media Relations
#INBOUND14
Influencer Outreach
Bylined Articles
Syndication
Media Relations
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Newsletter
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Newsletter
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Social
Native Newsletter
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Press Releases
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Social Media
Press Releases
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication Advertorials
Native Advertising
Native Social
Native Newsletter
Email
Social Media
Press Releases
#INBOUND14
4 The Content Promotion Ecosystem
#INBOUND14
Content Promotion
Tools
bit.ly/promotion-
ecosystem
#INBOUND14
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”
“
#INBOUND14
• Business 2 Blogger
• Blogsvertise
• Markerly
• GroupHigh
• Syndicateads.net
• Buysellads.com
• IZEA
• Adproval
• Web.Blogads.com
• BlogHer
• Triberr
Advertorial Networks
#INBOUND14
5 Success Stories
#INBOUND14
How Rodon Beats Chinese Pricing
#INBOUND14
The RodonGroup
Earned coverage
from virtually every
major media outlet
“Cheaper than China” Ebook
#INBOUND14
The RodonGroup
…BECAUSE of
an in-person
endorsement
from the POTUS
#INBOUND14
Great content, lucky promotion and coverage
#INBOUND14
The Greatest Hoodie Ever Made
#INBOUND14
American Giant
Earned coverage
from Slate.com
and Esquire
#INBOUND14
15 to 20xincrease in production and still barely met demand
Inc.com
forced a
#INBOUND14
American Giant
Very difficult to
get media coverage
for a product, but
Bayard Winthrop
pulled it off
#INBOUND14
Great product and story with purposeful
promotion
#INBOUND14
Content that Advanced an Industry
#INBOUND14
Slingshot SEO
Earned coverage
from academia,
media outlets and
industry influencers
around the world
#INBOUND14
Even an onstage endorsement from Rand Fishkin at INBOUND 2012
#INBOUND14
Slingshot SEO
Research and
media relations
enabled the study to
advance an industry
#INBOUND14
Great content and research with purposeful
promotion
#INBOUND14
Content promotion that drove eight-digits of incremental revenue
#INBOUND14
Teradata
Earned coverage
from 46 media
outlets and trade
publications
“Big Data Marketing Hero”
Ebook
#INBOUND14
Over 3 million media impressions
25% landing page conversion rate
30 global brand prospect meetings
#INBOUND14
Teradata
A full-on owned,
paid and earned
media blitz drove
36x return on
investment
#INBOUND14
Great content and promotion on all three media channels
#INBOUND14
The Bottom Line for You?
#INBOUND14
Start with GREAT Content and Promote It
#INBOUND14
800+ incremental leads in 14 days from one mention on Inc.com
#INBOUND14
6 How it’s Done
#INBOUND14
Research
#INBOUND14
Define PersonasMedia AssessmentAudience AssessmentContent AssessmentInfluencer Identification
Research
#INBOUND14
Creative
#INBOUND14
Create content and all supporting assets
Creative
#INBOUND14
Promotion
#INBOUND14
Promotion
Finalize Pitch AnglesEditorial OutreachInfluencer OutreachPaid MediaEmailSocial Media
#INBOUND14
Conversion
#INBOUND14
A/B TestingRetargeting
Marketing Automation
Conversion
#INBOUND14
7 How to Budget for Content Promotion
#INBOUND14
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”
“
#INBOUND14
63%of marketers believe they’re NOT using their content effectively
CMI
#INBOUND14
2013 Spending on Content Promotion
#INBOUND14
2013 Spending on Content Promotion
On Average,brands spent at least…
#INBOUND14
15.2%of content marketing budgets on promotion
Content Promotion Manifesto
#INBOUND14
This is a Recipe for FAILURE
#INBOUND14
DigitalRelevance Clients Spent
#INBOUND14
DigitalRelevance Clients Spent
40% of their content marketing budgets on
promotion
#INBOUND14
This is a Recipe for SUCCESS
#INBOUND14
INBOUND 2014 SPECIAL OFFER
Get your copy for FREE
now before it hits
Amazon!
bit.ly/content-promotion-manifesto