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THE ART & SCIENCE OF CONTENT PROMOTION [INBOUND 2014]

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Great content marketing is not just about creating the best content. The secret to successful content marketing is being able to promote that content to the right people. Too many marketers think their job is complete once they hit the publish button. For the best marketers, this is when the majority of the work begins. This session is going to be packed full of amazing tips on how you can grow both your traffic and leads by learning the art and science of content promotion. It will include a content promotion framework, a formula to work out the right goals for your content and a whole bunch of content promotion tips.

Veröffentlicht in: Marketing

THE ART & SCIENCE OF CONTENT PROMOTION [INBOUND 2014]

  1. 1. #INBOUND14 The Art & Science of Content Promotion Kieran Flanagan Marketing Director (EMEA), HubSpot
  2. 2. #INBOUND14 Download these slides: >> http://slidesha.re/1xEUeqU << Take the Poll: >> inbound.org/kieran<<
  3. 3. #INBOUND14 Content Marketing?
  4. 4. #INBOUND14 You know what frustrates the hell out of me?
  5. 5. #INBOUND14 “Build it and they will come”
  6. 6. #INBOUND14 Guess what?
  7. 7. #INBOUND14 No one’s coming
  8. 8. #INBOUND14 and ...
  9. 9. #INBOUND14 “Content is King”
  10. 10. #INBOUND14 There are 27,000,000 pieces of content shared every day
  11. 11. #INBOUND14 There are 27,000,000 pieces of content shared every day
  12. 12. #INBOUND14 Those phrases are relics from the past
  13. 13. #INBOUND14 Just “doing content” is no longer your competitive advantage.
  14. 14. #INBOUND14 93% of B2B marketers and 90% of B2Cmarketers are using content marketing today. Source: http://bit.ly/1njPq0e
  15. 15. #INBOUND14 Content is proving a struggle for marketers.
  16. 16. #INBOUND14 Only42% of B2B and 34% of B2C marketers believe they are effective at content marketing. Source: http://bit.ly/1njPq0e
  17. 17. #INBOUND14 When it comes to content, the best marketers know that …
  18. 18. #INBOUND14 … self promotion is good!
  19. 19. #INBOUND14 To be truly effective at content marketing, we need to excel at promotion. #INBOUND14 @Tweet this @searchbrat
  20. 20. #INBOUND14 The notion that you can simply create interesting content people will magically find is a lie. If you build it, they won’t necessarily come. You have to treat your content executions like a product and launch them the same way you would launch a product. @jaybaer
  21. 21. #INBOUND14 The Science
  22. 22. #INBOUND14 The success of your content campaigns starts with creating the right goals. Do you want to generate awareness, inbound links, qualified leads, blog subscribers or grow your social following?
  23. 23. #INBOUND14 We want to generate 200 qualifiedleads for the sales team. Let’s figure out the right metrics to aim for.
  24. 24. #INBOUND14 We know that 10%of all leads we generate are qualified.
  25. 25. #INBOUND14 What’s the total number of downloads we need? Qualified Leads / Qualified Lead Rate = Downloads
  26. 26. #INBOUND14 What’s the total number of downloads we need? 200 / 10% = 2000 downloads
  27. 27. #INBOUND14 We know the average conversion rate of our landing pages is 50%.
  28. 28. #INBOUND14 What’s the total number of views we need? Number of downloads / Landing Page ConvRate = Views
  29. 29. #INBOUND14 What’s the total number of views we need? 2000 / 50% = 4000 views
  30. 30. #INBOUND14 We need a promotion plan to generate 4000 visits to our landing page, which will result in 2000 downloads and 200 qualified leads.
  31. 31. #INBOUND14 Distribution Channels Available Audience Engagement (CTR) Engaged Audience Blog 50,000 6% 3,000 Email 10,000 3% 300 Facebook 8,000 2.5% 200 Twitter 1,000 0.5% 5 Co-promote 30,000 1.5% 450 Plan where to get those visits and downloads from.
  32. 32. #INBOUND14 Distribution Channels Blog Email Facebook Twitter Co-promote Experiment with ways to add more distribution channels.
  33. 33. #INBOUND14 Distribution Channels Available Audience Blog 50,000 Email 10,000 Facebook 8,000 Twitter 1,000 Co-promote 30,000 Grow your available audience on each distribution channel.
  34. 34. #INBOUND14 Distribution Channels Available Audience Engagement (CTR) Blog 50,000 6% Email 10,000 3% Facebook 8,000 2.5% Twitter 1,000 0.5% Co-promote 30,000 1.5% Optimiseconversion paths to improve engagement CTR of each channel.
  35. 35. #INBOUND14 Distribution Channels Available Audience Engagement (CTR) Engaged Audience Blog 50,000 6% 3,000 Email 10,000 3% 300 Facebook 8,000 2.5% 200 Twitter 1,000 0.5% 5 Co-promote 30,000 1.5% 450 The bigger your engaged audience the more successful your content campaigns will be.
  36. 36. #INBOUND14 Segmenting your data like this can help you make better decisions about your promotion plan.
  37. 37. #INBOUND14 The Art
  38. 38. #INBOUND14 In HubSpot, production and promotion are treated equally. If we spend 10 hours creating a piece of content, we spend at least that amount of time on the promotion of it.
  39. 39. #INBOUND14 There are 3 key parts in the launch of any content campaign: Prior to Launch Week of Launch Ongoing
  40. 40. #INBOUND14 Prior to Launch #1
  41. 41. #INBOUND14 The best promotion plan in the world can’t save bad content. Even if you are a distribution ninja, you can’t save content that sucks.
  42. 42. #INBOUND14 You need to ask: Who are we targeting with this content? Why are they going to love this content? What action do I want them to take? How will they find it? Why would they share it with their friends?
  43. 43. #INBOUND14
  44. 44. #INBOUND14 Gather insights to make your content better. There is a lot of data we can use that will help us publish content that is more likely to get shared.
  45. 45. #INBOUND14 Socialcrawlyticsidentifies your competitors’ best content and top performing social networks.
  46. 46. #INBOUND14 Buzzsumowill show the most popular content for chosen keywords and selected domains.
  47. 47. #INBOUND14 It has an alerts feature that will tell you when content from selected domains is getting shared a lot.
  48. 48. #INBOUND14 Open Site Explorer will let you see what content from competitors is getting linked to most.
  49. 49. #INBOUND14 Quoracan help you find questions on relevant topics that have gotten a lot of engagement.
  50. 50. #INBOUND14 Consider your promotion plan before ever hitting publish. What can you include in your content that will help it get shared more widely?
  51. 51. #INBOUND14 Have industry experts provide quotes and commentary for your content.
  52. 52. #INBOUND14 This will help it get a lot more shares.
  53. 53. #INBOUND14 Include some unique data in your content.
  54. 54. #INBOUND14 It will help generate more shares and engagement.
  55. 55. #INBOUND14 Co-create content. There needs to be value for all parties.
  56. 56. #INBOUND14 Create your outreach lists well in advance of your launch. The more time and effort you put into choosing the right people for your outreach lists, the better your results will be.
  57. 57. #INBOUND14 Find ways to split your bloggers & experts into tiers.
  58. 58. #INBOUND14 Create a promotional pack for your highprioritybloggers. Help them to look awesome.
  59. 59. #INBOUND14 Create a promotional pack for your highprioritybloggers. Help them to look awesome.
  60. 60. #INBOUND14 Prepare email templates for your different tiers. Outreach is time consuming. You want to have templates that convert well and can be easily reused by your team.
  61. 61. #INBOUND14 ThePre-Launch Checklist Ask the right questions Gather insights Plan promotion early (quotes, stats, data, co-create content). Create outreach lists (break them into tiers) Create blogger promotional packs Prepare email templates
  62. 62. #INBOUND14 Week of Launch #2
  63. 63. #INBOUND14 Do a soft launch of your content. Start by seeding the promotional packs to your priority list. Make them look good by letting them leverage the most valuable parts of your content first.
  64. 64. #INBOUND14 Then make your big splash! Your campaign’s main launch should be treated as rigorously as a product launch. All your efforts should be heavily coordinated.
  65. 65. #INBOUND14 Make sure your launch email is successful. Yeah, email is still a really important distribution channel in 2014.
  66. 66. #INBOUND14
  67. 67. #INBOUND14 1. Consistent branding ensures the receiver knows who it’s from.
  68. 68. #INBOUND14 2. Have a clear value proposition.
  69. 69. #INBOUND14 3. Dominant call-to-action (CTA).
  70. 70. #INBOUND14 4. Include a relevant image.
  71. 71. #INBOUND14 5. Make it easy to share.
  72. 72. #INBOUND14 6. The personal touch really helps.
  73. 73. #INBOUND14 Make sure your launch email is successful. 1. Consistent branding 2. Clear value proposition 3. Dominant call-to-actions (CTAs) 4. Include a relevant image 5. Make it easy to share 6. Personal touches really help
  74. 74. #INBOUND14 Launch your content on Facebook. You can only launch the content once on Facebook, so make it good.
  75. 75. #INBOUND14 Use an image. Photos generate 53% more likes & 104% more comments than the average post. Source: http://bit.ly/ITzLHt
  76. 76. #INBOUND14 Keep your post length short. They result in better engagement. Source http://bit.ly/1k8Bomc
  77. 77. #INBOUND14 Launch your content on LinkedIn. LinkedIn is increasingly becoming a platform that has content and user engagement at the heart of it.
  78. 78. #INBOUND14 Follow the same guidelines you used to post on Facebook.
  79. 79. #INBOUND14 Use LinkedIn groups and blog posts to help promote that update.
  80. 80. #INBOUND14 Use LinkedIn groups and blog posts to help promote that update. There are 200 conversations taking place per minute in these groups. http://bit.ly/1nwvJCr
  81. 81. #INBOUND14 Organic promotion on Twitter. Unlike other social networks, promoting the same content a number of times is a good thing on Twitter.
  82. 82. #INBOUND14 The life of a tweet is really short. 18 minutes of potential. Source: http://bit.ly/OdCfTL
  83. 83. #INBOUND14 Use Followerwonkto analysewhen your followers are online.
  84. 84. #INBOUND14 Use a tool like Social Inbox to schedule tweets for those times across the week.
  85. 85. #INBOUND14 Tweets with visuals have 5x more engagement when compared to text-based tweets. Source: http://bit.ly/1heAEWw
  86. 86. #INBOUND14 There is a 17% increase in retweetswhen you include a stat. Source: http://bit.ly/1lTruRq
  87. 87. #INBOUND14 Even better, include an easy way for people to tweet stats from the blog posts launching the campaign.
  88. 88. #INBOUND14 There is a 19% increase in retweetswhen you include a quote. Source: http://bit.ly/1lTruRq
  89. 89. #INBOUND14 Paid Content amplification helps. Seeding content through paid channels is a great way to get an initial bump in interest. But remember, great promotion can’t save sucky content.
  90. 90. #INBOUND14 For paid Twitter ads the same rules apply. Remember: Visuals in tweets have 5x engagement Stats get 17% more retweets Quotes get 19% more retweets
  91. 91. #INBOUND14 These are real people actually sharing our paid ad.
  92. 92. #INBOUND14 Experiment with your targeting. 1.23% 0.79% 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% Niche Broad Twitter Engagement Increase by 55%
  93. 93. #INBOUND14 Find niche topic experts to target, and then target their audience.
  94. 94. #INBOUND14 Find niche topical experts to target and then target their audience.
  95. 95. #INBOUND14 Facebook has a lot of targeting options. You need to invest a lot of time & effort Test different ad placements & formats Test different audiences to target Yes, that’s a whole lot of testing 
  96. 96. #INBOUND14 Certain Facebook ads are better for content amplification. Right-Hand Column Low performance & price. Good for retargeting.
  97. 97. #INBOUND14 Certain Facebook ads are better for content amplification. News Feed Highest CTR & Engagement. Far better ad type for content amplification as it can generate additional organic results.
  98. 98. #INBOUND14 Custom Audiences allow you to get more granular with your targeting. [To Add]
  99. 99. #INBOUND14 Target by interest lists to get your content seen by the right people.
  100. 100. #INBOUND14 On LinkedIn keep your target audience really tight. Clicks are costly so narrow down your audience Create 8 sets of ads and continually refresh them Like Facebook, keep testing ads & targeting
  101. 101. #INBOUND14 Keep targeting really tight on LinkedIn, your cost per click tends to be higher. [To Add]
  102. 102. #INBOUND14 There are a growing list of options for paid content amplification. StumbleUponPaid Discovery Reddit’sSelf Serve Platform Outbrain& TaboolaContent Discovery Platform
  103. 103. #INBOUND14 Leverage your online web real estate to promote your content.
  104. 104. #INBOUND14 Don’t forget there is a good chance your customers already like youand will share your content.
  105. 105. #INBOUND14 Guest blogging isn’t dead. Look for opportunities to create valuable content for blogs within your industry to help promote your content campaigns.
  106. 106. #INBOUND14 Bufferappwrote 60 guest posts that helped them generate 100,000 customers.
  107. 107. #INBOUND14 There is a growing number of platforms you can add valuable content to.
  108. 108. #INBOUND14 Complete the rest of your outreach for the lists you created in the pre-launch phase.
  109. 109. #INBOUND14 Remember, that’s all to be executed in the week of launch. You want to create as much interest as possible in that first week. The quality of your content will then ensure that interest gathers pace organically.
  110. 110. #INBOUND14 Launch email Launch on social (organic) Content amplification (paid) Promote across online real estate Guest blogging opportunities Complete outreach TheWeek Of Checklist
  111. 111. #INBOUND14 Ongoing #3
  112. 112. #INBOUND14 Don’t just love your content for a week and never think about it again.
  113. 113. #INBOUND14 There is a whole lot of leverage in re-promoting your content.
  114. 114. #INBOUND14 Look at content that has performed well and where opportunities to repurpose exist.
  115. 115. #INBOUND14 You can leverage existing content that has already proved to be popular. Extra leverage from existing content.
  116. 116. #INBOUND14 Look for opportunities to improve the organic performance of that content.
  117. 117. #INBOUND14 Create content leaderboard Revamp popular content Optimise historical content TheOngoing Checklist
  118. 118. #INBOUND14 Now put it all together …
  119. 119. #INBOUND14 Plan for goals & metrics
  120. 120. #INBOUND14 Prior to Launch • Ask the right questions • Gather insights • Plan promotion early (quotes,stats, data, co- create content) • Create outreach lists (break into tiers) • Create blogger promotional packs • Prepare email templates Plan for goals & metrics
  121. 121. #INBOUND14 Prior to Launch • Ask the right questions • Gather insights • Plan promotion early (quotes,stats, data, co- create content) • Create outreach lists (break into tiers) • Create blogger promotional packs • Prepare email templates Plan for goals & metrics Week of Launch • Launch email • Launch on social (organic) • Content Amplification (paid) • Promote across online real estate • Look for guest blogging opportunities • Complete outreach
  122. 122. #INBOUND14 Prior to Launch • Ask the right questions • Gather insights • Plan promotion early (quotes,stats, data, co- create content) • Create outreach lists (break into tiers) • Create blogger promotional packs • Prepare email templates Plan for goals & metrics Week of Launch • Launch email • Launch on social (organic) • Content Amplification (paid) • Promote across online real estate • Look for guest blogging opportunities • Complete outreach Ongoing • Content leaderboard • Content revamp • Optimisehistorical content
  123. 123. #INBOUND14 Thank You

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