Developing a content strategy is only half the battle — you also need to devise a plan for distributing your content to ensure it’s seen. Adria will talk you through the different distribution channels and the types of content and target demographics that are best for each. You'll walk away with a better understanding of how to develop a diverse distribution mix and the tools that you can try right away back in the office.

1. BEYOND MANUAL OUTREACH:
How to Leverage All Distribution Channels
Adria Saracino

2. @adriasaracino
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source

3. total visits: 322K
social shares: 3,300
@adriasaracino
#SEARCHLOVE

4. @adriasaracino
#SEARCHLOVE
total visits: 1.8M
social shares: 110K

5. @adriasaracino
#SEARCHLOVE
total visits: 116K
social shares: 26K

6. @adriasaracino
#SEARCHLOVE
site mentions: 8
social shares: 34

7. @adriasaracino
#SEARCHLOVE
site mentions: 11
social shares: 90

8. @adriasaracino
#SEARCHLOVE
source

9. @adriasaracino
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# emails sent: 50
distribution methods: 1

10. @adriasaracino
#SEARCHLOVE
# emails sent: 91
distribution methods: 1

11. @adriasaracino
#SEARCHLOVE
Content is king…

12. Content is king…but
distribution is queen
and she wears the pants.
– Jonathan Perelman, Buzzfeed
@adriasaracino
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13. @adriasaracino
#SEARCHLOVE
source

14. publishers
@adriasaracino
#SEARCHLOVE
books
theaters
search engines
review sites
company websites
emails
social media
word of mouth
billboards
TV
blogs

15. publishers
@adriasaracino
#SEARCHLOVE
books
theaters
search engines
review sites
company websites
emails
social media
word of mouth
billboards
TV
blogs

16. @adriasaracino
#SEARCHLOVE
source

17. @adriasaracino
#SEARCHLOVE
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18. @adriasaracino
#SEARCHLOVE
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19. 43 WAYS TO GET
YOUR CONTENT SEEN

20. publishers
@adriasaracino
#SEARCHLOVE
books
theaters
PPC
review sites
company
websites
emails
social media
word of mouth
TV
billboards
blogs

21. publishers
@adriasaracino
#SEARCHLOVE
books
PPC
review sites
company
websites
emails
EARNED
social media
word of mouth
TV
billboards
OWNED
MEDIA
MEDIA
PAID
MEDIA
theaters
blogs

22. GROUP ONE: OWNED MEDIA
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA
@adriasaracino
#SEARCHLOVE

23. @adriasaracino
#SEARCHLOVE
1
resource
image credit
Use tools to split test headlines

24. @adriasaracino
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1
resource
resource
Use tools to split test headlines

25. @adriasaracino
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1
resource
Use tools to split test headlines

26. @adriasaracino
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2
source
Make it easy for readers to share

27. @adriasaracino
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3
resource
Test social CTAs within content

28. @adriasaracino
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4
source
Optimize which CTAs to include

29. @adriasaracino
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5
resource
image credit
Install Open Graph Meta Protocol

30. @adriasaracino
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6
resource
image credit
Use Facebook Connect

31. @adriasaracino
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7
resource
image credit
Setup retargeting cookies

32. @adriasaracino
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8
resource
resource
Apply dynamic retargeting to email

33. @adriasaracino
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9
source
resource
Image credit
See who embedded your videos

34. @adriasaracino
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GROUP TWO: PAID MEDIA
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

35. PAID MEDIA OUTLETS
● PPC
● Social media
● Influencer partnerships
● Native advertising
@adriasaracino
#SEARCHLOVE

36. @adriasaracino
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Pay-Per-Click
image source

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10
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Prepare for ongoing management

38. @adriasaracino
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11
resource
Remember to setup exclusions

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12
resource
image credit
Remember to set time limits

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13
source
Leverage engagement ads

41. @adriasaracino
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14
source
Promote your G+ page

42. @adriasaracino
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15
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Don’t miss out on retargeting

43. @adriasaracino
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16
resource
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Use custom lists to target
users who completed a certain action

44. @adriasaracino
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17
resource
image credit
Use custom combo lists to
target users who visited specific pages

45. @adriasaracino
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18
source
Try tools like Resonance

46. @adriasaracino
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19
source
Try using Unruly

47. @adriasaracino
#SEARCHLOVE
Paid Social Media
image credit

48. @adriasaracino
#SEARCHLOVE
source

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20
image credit
Embrace the creepiness of Facebook

50. Use tools to understand your audience
@adriasaracino
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21
* All logos link to company site

51. @adriasaracino
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21
Use tools to understand your audience
* All logos link to company site

52. @adriasaracino
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22
source
Target users by job title

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23
resource
resource
Create custom audiences on Facebook

54. @adriasaracino
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24
Target purchasers with related content

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25
resource
Create lookalike audiences on Facebook

56. @adriasaracino
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26
source
image credit
Create lookalike audiences
based off users who visited content

57. @adriasaracino
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27
Create high affinity target groups
source
image credit

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28
source
image credit
Keep an eye on FBNewswire

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29
resource
image credit
citation
Use Twitter cards

60. @adriasaracino
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30
source
source
Hell, skip the content promo
& go straight to the buy

61. @adriasaracino
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31
source
Try Tubular Dashboard

62. Run ads on competing YouTube channels
@adriasaracino
#SEARCHLOVE
32
source

63. @adriasaracino
#SEARCHLOVE
Influencer Partnerships
image credit

64. @adriasaracino
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33
Use tools that connect you with bloggers
* All logos link to company site
additional tools

65. @adriasaracino
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34
image credit
Think beyond website coverage

66. @adriasaracino
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35
Setup retargeting pixel on blogger’s site
image credit

67. @adriasaracino
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Native Advertising
image credit

68. A form of paid media in which
the ad integrates seamlessly
with the content and UX of
the site in which it’s placed.
– Sharethrough
@adriasaracino
#SEARCHLOVE

69. source
@adriasaracino
#SEARCHLOVE

70. source
@adriasaracino
#SEARCHLOVE

71. source
@adriasaracino
#SEARCHLOVE

72. @adriasaracino
#SEARCHLOVE
source
$50,000

73. @adriasaracino
#SEARCHLOVE
source
$30,000

74. source
$50,000
@adriasaracino
#SEARCHLOVE

75. source
@adriasaracino
#SEARCHLOVE

76. @adriasaracino
#SEARCHLOVE
source

77. @adriasaracino
#SEARCHLOVE
36
Leverage content distribution platforms
* All logos link to company site

78. @adriasaracino
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37
source
Keep an eye on Google

79. IS OUTREACH DEAD?

80. @adriasaracino
#SEARCHLOVE
image source

81. total visits: 1.8M
social shares: 110K
@adriasaracino
#SEARCHLOVE

82. @adriasaracino
#SEARCHLOVE
source

83. @adriasaracino
#SEARCHLOVE
source

84. @adriasaracino
#SEARCHLOVE
source

85. @adriasaracino
#SEARCHLOVE
source

86. @adriasaracino
#SEARCHLOVE
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THE #KLONTZINATOR @Britt_Klontz

87. GROUP THREE: EARNED MEDIA
@adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

88. 1
3
@adriasaracino
#SEARCHLOVE
38
source
2
Identify writers with amplification potential

89. @adriasaracino
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39
source
Target bloggers that already follow you

90. @adriasaracino
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40
resource
Use MailChimp to find similar email lists

91. @adriasaracino
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92. @adriasaracino
#SEARCHLOVE
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93. @adriasaracino
#SEARCHLOVE
source

94. @adriasaracino
#SEARCHLOVE
source

95. @adriasaracino
#SEARCHLOVE
source

96. @adriasaracino
#SEARCHLOVE
source

97. @adriasaracino
#SEARCHLOVE
source

98. @adriasaracino
#SEARCHLOVE
image credit

99. @adriasaracino
#SEARCHLOVE
image credit

100. @adriasaracino
#SEARCHLOVE
image credit

101. total visits: 322K
social shares: 3,300
@adriasaracino
#SEARCHLOVE

102. total cost: $800
@adriasaracino
#SEARCHLOVE source

103. @adriasaracino
#SEARCHLOVE
total cost: $800
source

104. @adriasaracino
#SEARCHLOVE
made us a credible source
source
@jsedmond

105. OUTREACH ON STEROIDS
@adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

106. @adriasaracino
#SEARCHLOVE
41
Use tools to find publishers
* All logos link to company site

107. @adriasaracino
#SEARCHLOVE
41
Use tools to find publishers
resource

108. @adriasaracino
#SEARCHLOVE
42
Target editors via LinkedIn
source

109. @adriasaracino
#SEARCHLOVE
42
Target editors via LinkedIn
source

110. @adriasaracino
#SEARCHLOVE
43
Target editors via Facebook
resource

111. @adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

112. @adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

113. source

114. THANK YOU.