#INBOUND14
How Content Promotion Changed Our Inbound Marketing Forever
Chad Pollitt
VP of Audience & Co-Founder, Releva...
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
Ho...
#INBOUND14
1
Content Failure Fatigue
#INBOUND14
Great Content Goes Unread Every Day
#INBOUND14
Only13Unique
Views
#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
571websites are launched
Every Minute of Every Day
#INBOUND14
-Mashable
571websites are launched
350,000tweets are tweeted
Every Minute of Every Day
#INBOUND14
-Mashable
571websites are launched
350,000tweets are tweeted
48hoursof YouTube videos are uploaded
Every M...
#INBOUND14
#INBOUND14
2.73 million
blog 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 Engin...
#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
R...
#INBOUND14
Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates
Ryan Skinner, F...
#INBOUND14
3
The Solution: Content Promotion
#INBOUND14
#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...
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Advertorials
Native Advertising
Native ...
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Advertorials
Native Advertising
Native ...
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Advertorials
Native Advertising
Native ...
#INBOUND14
Media Relations
Influencer Outreach
Bylined Articles
Syndication
Advertorials
Native Advertising
Native ...
#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 edi...
#INBOUND14
•
Business 2 Blogger
•
Blogsvertise
•
Markerly
•
GroupHigh
•
Syndicateads.net
•
Buysellads.com
•
...
#INBOUND14
5
Success Stories
#INBOUND14
How RodonBeats 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 20x
increase 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 Personas
Media Assessment
Audience Assessment
Content Assessment
Influencer Identification
Research
#INBOUND14
Creative
#INBOUND14
Create content and all supporting assets
Creative
#INBOUND14
Promotion
#INBOUND14
Promotion
Finalize Pitch Angles
Editorial Outreach
Influencer Outreach
Paid Media
Email
Social Media
#INBOUND14
Conversion
#INBOUND14
A/B Testing
Retargeting
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 “...
#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-manife...
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HOW CONTENT PROMOTION CHANGED OUR INBOUND MARKETING FOREVER [INBOUND 2014]

Let’s face it: the Internet is becoming a pretty noisy place and building an audience from scratch can take a very long time today. Getting content cited and covered by prudent media outlets with massive built-in audiences can break through the noise, get your content seen and drive meaningful returns, quickly. HubSpot empowers marketers and public relations professionals not only to track marketing and sales, but media relations results, too. Vice President of Audience and Co-founder of Relevance, Chad Pollitt runs the world’s first publication solely dedicated to content promotion news and insights. He reveals the results of how pitching the media and industry influencers to cover high-impact advanced content can drive millions of media impressions while drastically improving brand awareness, conversions and traffic in the quarter the campaign is launched.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - HOW CONTENT PROMOTION CHANGED OUR INBOUND MARKETING FOREVER [INBOUND 2014]

  • 1. #INBOUND14 How Content Promotion Changed Our Inbound Marketing Forever Chad Pollitt VP of Audience & Co-Founder, Relevance
  • 2. VP of Audience, Co-founder @chadpollitt CHADPOLLITT
  • 3. 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
  • 4. #INBOUND14 1 Content Failure Fatigue
  • 5. #INBOUND14 Great Content Goes Unread Every Day
  • 6. #INBOUND14 Only13Unique Views
  • 7. #INBOUND14 How Does It Make You Feel?
  • 8. #INBOUND14 Some people might feel ANGRY
  • 9. #INBOUND14 Others might just roll their eyes in FRUSTRATION
  • 10. #INBOUND14 A feeling of DISGUST would be perfectly normal, too
  • 11. #INBOUND14 Some people might feel DEMORALIZED or EMBARRASSED
  • 12. #INBOUND14 …Or maybe just THIS?
  • 13. #INBOUND14 2 The Problem
  • 14. #INBOUND14 Every Minute of Every Day
  • 15. #INBOUND14 -Mashable Every Minute of Every Day
  • 16. #INBOUND14 -Mashable 571websites are launched Every Minute of Every Day
  • 17. #INBOUND14 -Mashable 571websites are launched 350,000tweets are tweeted Every Minute of Every Day
  • 18. #INBOUND14 -Mashable 571websites are launched 350,000tweets are tweeted 48hoursof YouTube videos are uploaded Every Minute of Every Day
  • 19. #INBOUND14
  • 20. #INBOUND14 2.73 million blog posts are written and published daily The Content Promotion Manifesto Over
  • 21. #INBOUND14 Many Industries are Oversaturated with Content
  • 22. #INBOUND14 Facebook’s organic reach is at 6% and dropping -Ogilvy & Mather
  • 23. #INBOUND14 With other networks likely to follow suite
  • 24. #INBOUND14 42 of the top 50 SEO ranking factors are off-pageIncluding the top 12 factors overall -Moz, 2013 Search Engine Ranking Factors
  • 25. #INBOUND14 On-page content only has an indirect impact
  • 26. #INBOUND14 SEO is not something you do anymore, it’s what happens when you do everything else right
  • 27. #INBOUND14 The Internet is… a VERY noisy place for a brand to stand out and be found today
  • 28. #INBOUND14 37% of marketers believe they’re using their content effectively CMI Only
  • 29. #INBOUND14 This isn’t a CONTENT PROBLEM
  • 30. #INBOUND14 It’s an AUDIENCE PROBLEM
  • 31. #INBOUND14 So what should marketers do about it?
  • 32. #INBOUND14 Should they produce more content?
  • 33. #INBOUND14 How about increasing its quality?
  • 34. #INBOUND14 Brands can actually step down content production and step up distribution [promotion] to get better results Ryan Skinner, Forrester “
  • 35. #INBOUND14 Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester “
  • 36. #INBOUND14 3 The Solution: Content Promotion
  • 37. #INBOUND14
  • 38. #INBOUND14 Media Relations
  • 39. #INBOUND14 Influencer Outreach Media Relations
  • 40. #INBOUND14 Influencer Outreach Bylined Articles Media Relations
  • 41. #INBOUND14 Influencer Outreach Bylined Articles Syndication Media Relations
  • 42. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Native Newsletter
  • 43. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Newsletter
  • 44. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Native Advertising Native Social Native Newsletter
  • 45. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter
  • 46. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter Press Releases
  • 47. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter Social Media Press Releases
  • 48. #INBOUND14 Media Relations Influencer Outreach Bylined Articles Syndication Advertorials Native Advertising Native Social Native Newsletter Email Social Media Press Releases
  • 49. #INBOUND14 4 The Content Promotion Ecosystem
  • 50. #INBOUND14 Content Promotion Tools bit.ly/promotion-ecosystem
  • 51. #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” “
  • 52. #INBOUND14 • Business 2 Blogger • Blogsvertise • Markerly • GroupHigh • Syndicateads.net • Buysellads.com • IZEA • Adproval • Web.Blogads.com • BlogHer • Triberr Advertorial Networks
  • 53. #INBOUND14 5 Success Stories
  • 54. #INBOUND14 How RodonBeats Chinese Pricing
  • 55. #INBOUND14 The RodonGroup Earned coverage from virtually every major media outlet “Cheaper than China” Ebook
  • 56. #INBOUND14 The RodonGroup …BECAUSE of an in-person endorsement from the POTUS
  • 57. #INBOUND14 Great content, lucky promotion and coverage
  • 58. #INBOUND14 The Greatest Hoodie Ever Made
  • 59. #INBOUND14 American Giant Earned coverage from Slate.com and Esquire
  • 60. #INBOUND14 15 to 20x increase in production and still barely met demand Inc.com forced a
  • 61. #INBOUND14 American Giant Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off
  • 62. #INBOUND14 Great product and story with purposeful promotion
  • 63. #INBOUND14 Content that Advanced an Industry
  • 64. #INBOUND14 Slingshot SEO Earned coverage from academia, media outlets and industry influencers around the world
  • 65. #INBOUND14 Even an onstage endorsement from Rand Fishkin at INBOUND 2012
  • 66. #INBOUND14 Slingshot SEO Research and media relations enabled the study to advance an industry
  • 67. #INBOUND14 Great content and research with purposeful promotion
  • 68. #INBOUND14 Content promotion that drove eight- digits of incremental revenue
  • 69. #INBOUND14 Teradata Earned coverage from 46 media outlets and trade publications “Big Data Marketing Hero” Ebook
  • 70. #INBOUND14 Over 3 million media impressions 25% landing page conversion rate 30 global brand prospect meetings
  • 71. #INBOUND14 Teradata A full-on owned, paid and earned media blitz drove 36x return on investment
  • 72. #INBOUND14 Great content and promotion on all three media channels
  • 73. #INBOUND14 The Bottom Line for You?
  • 74. #INBOUND14 Start with GREAT Content and Promote It
  • 75. #INBOUND14 800+ incremental leads in 14 days from one mention on Inc.com
  • 76. #INBOUND14 6 How it’s Done
  • 77. #INBOUND14 Research
  • 78. #INBOUND14 Define Personas Media Assessment Audience Assessment Content Assessment Influencer Identification Research
  • 79. #INBOUND14 Creative
  • 80. #INBOUND14 Create content and all supporting assets Creative
  • 81. #INBOUND14 Promotion
  • 82. #INBOUND14 Promotion Finalize Pitch Angles Editorial Outreach Influencer Outreach Paid Media Email Social Media
  • 83. #INBOUND14 Conversion
  • 84. #INBOUND14 A/B Testing Retargeting Marketing Automation Conversion
  • 85. #INBOUND14 7 How to Budget for Content Promotion
  • 86. #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” “
  • 87. #INBOUND14 63% of marketers believe they’re NOT using their content effectively CMI
  • 88. #INBOUND14 2013 Spending on Content Promotion
  • 89. #INBOUND14 2013 Spending on Content Promotion On Average, brands spent at least…
  • 90. #INBOUND14 15.2% of content marketing budgets on promotion Content Promotion Manifesto
  • 91. #INBOUND14 This is a Recipe for FAILURE
  • 92. #INBOUND14 DigitalRelevance Clients Spent
  • 93. #INBOUND14 DigitalRelevance Clients Spent 40% of their content marketing budgets on promotion
  • 94. #INBOUND14 This is a Recipe for SUCCESS
  • 95. #INBOUND14 INBOUND 2014 SPECIAL OFFER Get your copy for FREE now before it hits Amazon! bit.ly/content-promotion-manifesto

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