The document appears to be a series of tweets by Stacey MacNaught discussing content promotion strategies. Some of the key points discussed include tiering targets for content promotion, getting commitments from influencers before production, using on-page SEO techniques like optimizing titles, retargeting audiences, and focusing on retention through repeated interactions to turn casual viewers into loyal fans. The overall message seems to be about treating content like a product and investing as much or more in promotion as in production.

1. @staceycav
Content
Promotion
To Win and Retain Audiences
Stacey MacNaught
Tecmark

2. #learninbound @staceycav

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Google? Don’t
they make
t-shirts?

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What my friends think I do…

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What my clients think I do…

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What my Nan thinks I do…

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What my Nan thinks I do…

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What I think I do…

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What I really do…

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It’s hard bloody work.

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And no, I don’t get paid
to “piss around on
Twitter all day.”

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Well, not every day.

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There’s too much
content that gets no
traction

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://www.ladbrokes.com/cheltenham-infographic/

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http://blog.monarch.co.uk/top-50-signs-your-
relationship-is-serious/

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http://blog.monarch.co.uk/top-50-signs-your-
relationship-is-serious/

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http://blog.monarch.co.uk/top-50-signs-your-
relationship-is-serious/

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http://blog.monarch.co.uk/top-50-signs-your-
relationship-is-serious/

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And I’ve launched some f***ing
awful content too

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(Sorry).

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Wtf is with the
dinosaur?!

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32. Fast forward 4 years…
#learninbound @staceycav

33. http://www.tecmark.co.uk/smartphone-
usage-data-uk-2014/
#learninbound @staceycav

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http://www.bbc.co.uk/news/magazine-29570615

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http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos-
humanity-internet-yahoo

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39. http://www.dronsfields.com/blog/revealed-what-the-british-public-really-
think-of-jeremy-clarkson/
#learninbound @staceycav

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47. £££ Direct and Assisted Bookings
#learninbound @staceycav

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What I really do…

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Treat your content
like your products
or services

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Invest at least as
much into promotion
as production

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http://relevance.com/introducing-the-content-
promotion-ecosystem/

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Win your audience

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It starts before your
content goes into
production

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What are the goals?

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What are the goals?
How will you measure them?

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What are the goals?
How will you measure them?
Who are you promoting to?

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What are the goals?
How will you measure them?
Who are you promoting to?
What makes you think they’ll give a crap?

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Format for your
Audience

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Tier Your Targets
1.Major Influencers
2. Mid Weight Influencers
3. Smaller
publications/Influencers

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Find Your Contacts

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Get in Touch with Tier 1
Before Production

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Get a provisional
agreement to the
concept

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Commitment

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I saw you wrote about people with
their faces in their phones in the
pub!
If I had data suggesting people
spend 3 hours of the day on their
phone, would it be of interest?

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Reciprocity

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Great. While we’re conducting our
research, are there any other
questions you think we should be
asking?
Is there any data we could acquire
that would specifically help you?

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When it’s ready, go to tier 1 first
Individual contact. Phone/Email/Social
2. Mid Weight Influencers
3. Smaller publications/Influencers

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Only then, tier 2
Individual contact. Phone/Email/Social
Individual contact. Phone/Email/Social
3. Smaller publications/Influencers

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And finally tier 3.
Individual contact. Phone/Email/Social
Individual contact. Phone/Email/Social
A small degree of “templating”. Mailchimp.

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Paid Press Release
Distribution

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Paid Promotion

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Paid Promotion

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Nobody’s bidding

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Nobody’s bidding

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Nobody’s bidding

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Nobody’s bidding

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Be sure about your
content before you
spend a thing.

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You can buy the click
but you can’t buy the
action or someone’s
positive sentiment.

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Good Old On Page SEO

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www.answerthepublic.com

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Initial title: “Destination
Inspiration Quiz”

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Nobody’s looking for that.

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Where should I go on holiday?

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And then there’s all the variants

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An asset with relevant
organic presence has
longevity

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Retain your audience

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Soft calls to (inter)action

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Categorise Your Content Audience

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Turn your content
consumers into fans

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Make friends with your PPC
people.

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Retargeting. Retargeting.
Retargeting.

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Retention is cost effective

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Have realistic expectations

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It takes time.

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It might take several
interactions

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Become Familiar

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Map out the journey
from discovery to purchase
and loyalty

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And map your content efforts
to it

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And learn from #epicfails

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Thank you
stacey.macnaught@tecmark.co.uk
@staceycav