Gisele Navarro discusses common mistakes made in content promotion and how to avoid them. Some key mistakes include hoping for results without a clear strategy, focusing promotion on just one sector, and not having alternative promotion plans or properly evaluating campaign data. Lessons include involving teams in content creation, defining multi-sector strategies, having alternative promotion options per site, and staying on top of campaigns by regularly reviewing data and making adjustments. Strong pitches are also important, keeping openings tight and giving context for reader interest while formatting emails for easy scanning on mobile.
35. Questions to find people who will care about your content Example: 7 ancient ruins around the world, reconstructed
What types of sites would normally cover this topic? Travel media, travel blogs, lifestyle sites with a travel section,
news sites with a travel section
Who would find this content valuable? Who would benefit
from seeing this?
Educators, primary school teachers, history teachers,
homeschooling parents
Who would find this interesting? History sites, archaeology sites, “edutainment” sites,
architecture sites, design sites
36.
37. The problem when focusing
on just one sector, is that
if your content doesn’t stick,
then you are left without a backup.
38. You’d be surprised at
how far content can travel
across different sectors.
57. Promoting content is a lot like cooking!
You don’t just drop all the ingredients into a pot,
stir a few times and leave the dish to sort itself out.
You taste it along the way.
58. You have lots of data, even at the
initial stages of every campaign.
All you have to do is look at it
with critical eyes.
59. Lesson #4:
Stay on top of your
campaigns
(and make adjustments along the way)
73. If you don’t
have anything
to say, just
don’t say
anything.
Introduce yourself and your business.
Don’t ramble about your job,
your business or why you think
their site is the best site in the world.
75. You don’t need
to tell them
everything
they will find
inside of your
content.
Make it about them and not about you,
your client or the content itself.
For example:
- Stats that show how much of a problem X
is/How much people care.
- How another journalist has written about
your content and the article was shared
over 5,000 times.
77. Limit your pitch to
4 sentences
covering:
● who you are
● why you’re
emailing
● what you want Lead with short sentences, bold important
bits of info and add bulleted lists if there
are many points you want to share.