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THE NEW RULES
OF BIG CONTENT
PROMOTION
v
WHY

CONTENT
v
#BIGCONTENT
v
v
v
IN THE MINUTIAE OF MARKETING TOO

v
THE SAME IS TRUE OF

CONTENT
v
v

GOTHMOG
THE AGE OF LOW VALUE

CONTENT IS OVER
v
THE TIME OF BIG
CONTENT HAS COME

v
IT’S HOW YOU GET

CUT THROUGH
v
YOU DON’T
BELIEVE ME?
v
SCALE OF THE UNIVERSE
An interactive infographic – htwins.net/scale2/

87k Links
3.5k Domains
35k Twitter shares
320k Facebook shares
v
WIN!
v
SENDING THIS WON’T CUT IT

v
Gordon B. Hinckley
v
v
WHAT WORKS
FOR US
v
THE CONTENT

v
COVER EVERY ANGLE

v
ASK QUESTIONS

v
WHO WOULD
BE INTERESTED
IN THIS?
v
PERSONA DEVELOPMENT

STAT MAN

FOOTBALL FANATIC

SOCIAL JOE

Over 35

Around 29

Around 21

Male

Season Ticket Holder

Lightweight Consumer

Likes to be right

Ardent club fan

Likes to be first

v
WHERE DO THEY
HANG OUT?
v
HIGHLIGHT THE NICHES
SPORT SITES

FINANCE SITES

INDIVIDUAL
CLUB SITES

v

SPORT
STAT SITES

FACEBOOK
TWITTER
HOW DO I FIND THE
RIGHT SITES?
v
WE MADE
SOMETHING!
v
PReacher

preacher.zazzlemedia.co.uk
v
MAJESTIC SEARCH EXPLORER

v
SEOQUAKE

v
TECHNORATI

v
WHAT’S THE SELL?
v
CONTENT EXCLUSIVES
EXCLUSIVE ANGLES

EXCLUSIVE CONTENT

MVP

INFOGRAPHICS

CLUB PAGES

EMBED WITH INFOGRAPHIC

SALARY CALCULATOR

CLUB DESIGNED IFRAMED PAGE

GOAL V DEBT PERFORMANCE

ARTICLE WITH INTERACTIVE CHARTS

v
v
THIS IS ABOUT
PEOPLE NOT
EMAIL ACCOUNTS
v
PRO TIP
GO TO THE DEPUTIES OR
FREELANCE WRITERS
v
v
+
v
INVEST IN A PAID ACCOUNT

v
JOURNALIST DIRECTORIES

v
WE NEED A
TARGET
v
REACH THESE ‘GUYS’

v
RUN OUR TOOL

v
JUMP ON LINKEDIN

v
WE’VE FOUND THEM

LET’S STALK!
v
NETVIBES IS THE
NEW iGOOGLE
v
v
THE
CONVERSATION
v
BE VERY CLEAR ON VALUE

v
FOLLOW UP IMMEDIATELY

v
SURPRISE & DELIGHT

v
v
FIND YOUR AUDIENCE ON SOCIAL

v
http://moz.com/blog/forget-googles-games-make-social-a-primary-traffic-source
THEN AMPLIFY
1.91 million impressions on Facebook
v
AND AMPLIFY SOME MORE

116,000 impressions via Reddit
v
SUPPORT WITH THIS

v
OPTIMIZE FOR SOCIAL

v
OPEN GRAPH META TAGS

v
TWITTER CARDS

v
BUILD A POST FOR
SEARCH BENEFIT
2000+ words
for in-depth
articles

Look for long
tail opportunity
for title

v
THE
RESULT
v
PLACEMENTS
75 REFERRING DOMAINS

v
TRAFFIC
120,000 VISITS – 6 MONTHS ‘NORMAL’ SITE TRAFFIC IN 8 WEEKS
v
SHARES
6,293 (AND GROWING)
v
HASHTAG USE
#FOOTBALLDEBT - 174
#FOOTBALLSALARY - 371
v
RANKINGS

v
TO CONCLUDE
v
INTEGRATED APPROACH

v
DON’T BE AFRAID TO FAIL

v
THANKS!
Simon Penson
Zazzle Media, Founder & Managing Director

www.zazzlemedia.co.uk
@simonpenson
simon.penson@zazzlemedia.co.uk
Download this presentation on Slideshare
Read this presentation at: www.zazzlemedia.co.uk/blog

v

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Searchlove London 2013 > The New Rules of Content Promotion

Editor's Notes

  1. GOTHMOG
  2. THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?