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Content Promotion: Small Tactics With
HUGE Impact
Brought to you by:
www.wordstream.com/learn
#CMCa2z @larrykim
#CMCa2z @larrykim
Download Slides Here:
http://bit.ly/cmc2015
3 Random Facts
About Me
(@larrykim)
3. Originally From Winnipeg, Canada!1. Originally from Winnipeg, Canada
Actual Photos of Boston From February This Year
#CMCa2z @larrykim
Photos of WordStream’s Global
Headquarters:
2008 2015
#CMCa2z @larrykim
#CMCa2z @larrykim
2. Author of World’s Most Popular
PPC Marketing Blog
#CMCa2z @larrykim
Millions of Links from 37.7K
Domains
#CMCa2z @larrykim
My First Blog Post 6 Years Ago
#CMCa2z @larrykim
New Posts Get Thousands of
Shares
3. Have a One-Year Old Kid (#ppckid)
#CMCa2z @larrykim
• Why Content
Promotion?
• Five Ridiculously
Powerful Content
Promotion Hacks
#CMCa2z @larrykim
Today’s Agenda!
Why
Should You Care
About Content
Promotion
?
#CMCa2z @larrykim
#CMCa2z @larrykim
#1) 85% of Content Generates < 250
Page Views
#2: Facebook Organic Reach
Stinks
#CMCa2z @larrykim
#3: SEO Sucks For Branding
#CMCa2z @larrykim
#4: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Captured Lead
Engage with Content
#CMCa2z @larry...
#4: Typical Conversion Rate Via Content <1%
#CMCa2z @larrykim
Most Content Marketing Campaigns
Are More Like This…
4% of Articles Generates ½ the Traffic
#CMCa2z @larrykim
@larrykim
Content Unicorns! (Top 4%)
• ~ 50% of Traffic
• ~ 70% of Social Shares
• ~ 80% of Links & Blog Comments
Ad Text Testing
• Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
• But CPA, CTR, ...
Content Unicorn Type #1
Aligned with High
Volume Keyword
(SEO)
#CMCa2z @larrykim
#CMCa2z @larrykim
#CMCa2z @larrykim
#CMCa2z @larrykim
Over 200k Views For $1k Investment
Content Unicorn Type #2
Leverages
Trending Topic
#CMCa2z @larrykim
#CMCa2z @larrykim
+10,000 Press Pick-Ups, +10M Views
#CMCa2z @larrykim
Content Unicorn Type #3
Sensational Topic
Engineered for
Viral Sharing
#CMCa2z @larrykim
Typical BuzzFeed Stuff…
#contenthacks
Section Title
What is working? Can you reuse it?
Example – BuzzFeed Quizzes
#CMCa2z @larrykim
Section Title
#CMCa2z @larrykim
Section Title
#CMCa2z @larrykim
This Article Generated 24.9k Shares!
• Unexpected Path
To Success
• Inspirational
• Group Inclusion
Dynamics
• #2 Most Pop...
This Article Generated 27.4k Shares!
• Unexpected Path
To Success
• Inspirational
• Group Inclusion
Dynamics
• #2 Most Pop...
5 Content Promotion
Hacks for Creating
Content Unicorns
Content Promotion Hack #5
Content Promotion
Happens *Before*
Writing (Not After!)
#CMCa2z @larrykim
#CMCa2z @larrykim
#CMCa2z @larrykim
#CMCa2z @larrykim
Key Takeaway #1: If you can’t
figure out ahead of time who will
promote your content and why,
don’t bother.
#CMCa2z @larry...
Key Takeaway #2: Content
Marketing Success is Largely
Determined in the Planning Phase
Before Writing a Single Word.
#CMCa...
Content Promotion Hack #4
Build Out Content
Promotion Networks
#CMCa2z @larrykim
#CMCa2z @larrykim
Leverage Other People’s Audiences
#CMCa2z @larrykim
Syndicate Your Content
#CMCa2z @larrykim
LinkedIn Blogging
#CMCa2z @larrykim
How LinkedIn Pulse Works
#CMCa2z @larrykim
How to Get LinkedIn Blog Posts Categorized
into LinkedIn Pulse Channels
#CMCa2z @larrykim
Get to Top of LinkedIn Channel By
Driving Engagement to Your Blog Post
#CMCa2z @larrykim
Top LinkedIn Pulse Articles Get
Recommended On User Timelines
#CMCa2z @larrykim
Content Promotion
Hack #3
Leverage Paid
Promotion
#CMCa2z @larrykim
How does stuff go “Viral”?
A True Twitter Ads Content Promotion Story
#CMCa2z @larrykim
Shared Content on my Social Media
#CMCa2z @larrykim
Promoted Post To My List of
“Industry Influencers”
#CMCa2z @larrykim
Picked Up in Marketing Land 2 Hours Later…
#CMCa2z @larrykim
Exponential Growth
#CMCa2z @larrykim
Paid Social ROI Analysis
• 500 High Value Press Pickups
and Links
• Great Brand Exposure
• +100k Site Visitors
• Total Cos...
#CMCa2z @larrykim
Key Takeaway:
You Need Interesting Content
+ Influential People Finding Your Stuff
Paid Social Promotion of Content to Specific Influencers
Increases the Chances of Getting “Noticed”#ofSocialShares
WordStr...
Paid Social Promotion of Content to Specific Influencers
Increases the Chances of Getting “Noticed”
WordStream Articles
#o...
How To Target Super
Connectors on Facebook?
Targeting Super-Connectors on Facebook
#CMCa2z @larrykim
How To Find Influencers?
#CMCa2z @larrykim
Not All Your Content is Interesting
to Super-Connectors: How to
Promote “Boring Content”
Probably Won’t End Up in The Wall St. Journal…
#CMCa2z @larrykim
Target Using Remarketing
#CMCa2z @larrykim
Targeting Fans on Twitter
#CMCa2z @larrykim
Twitter Ads Top Secret Quality Score Algorithm
#CMCa2z @larrykim
1 Point Increase in Engagement Rate = Approx 5%
Decrease ...
What About Google+?
#CMCa2z @larrykim
Actually a Few People Hang Out
There…
#CMCa2z @larrykim
+Post Ads on Google+
• No Ads in Google+
Timelines
• Instead Google+
Updates Show Up All
Over The Web as
Display Ads
#CMCa...
Google+ Company Page Engagement
Before and After Using $25 (USD) / Day
After
Before
#CMCa2z @larrykim
Content Promotion Hack #2
Don’t Forget
Mainstream Media!
#CMCa2z @larrykim
Why Go on Television & Radio
• Avg. 30 Second Commercial Prime Time = $100k
• 2000x Bigger than Presenting a conference
• ...
#CMCa2z @larrykim
How To Get TV Producers to Email You
#CMCa2z @larrykim
My Twitter Ads vs. Facebook Ads
Story, Right Before Their IPO
#CMCa2z @larrykim
TV & Radio Producers Also Need Stories!
#CMCa2z @larrykim
#1
Spend 80% of
Time on Topic
Research, 20%
Actually Writing
#CMCa2z @larrykim
Test Your Content Ideas First
#CMCa2z @larrykim
Only Write Up The Best Ideas
#CMCa2z @larrykim
This Got 25x More Shares Than
Average Article on Inc.com
#CMCa2z @larrykim
Get Inspired By What Works
#CMCa2z @larrykim
Only Jump on the Top 5% of Stories
#CMCa2z @larrykim
Just Two Key Takeaways:
#CMCa2z @larrykim
#CMCa2z @larrykim
#1) Most Content Goes Nowhere. Use These
Tactics and Strategies to Produce More
Unicorns & Less Donkeys.
#2) Content Promotion Success Shouldn’t
be so Random. Make Your Own Luck!
• Focus on Promotional
Angles First
• Build Up D...
Thank You Content
Marketing Conference!
Slides:
http://bit.ly/cmc2015
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Content Promotion: Small Tactics With HUGE Impact - Larry Kim's Presentation for Content Marketing Conference in May 2015

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Content Promotion: Small Tactics With HUGE Impact - Larry Kim's Presentation for Content Marketing Conference 2015

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Content Promotion: Small Tactics With HUGE Impact - Larry Kim's Presentation for Content Marketing Conference in May 2015

  1. 1. Content Promotion: Small Tactics With HUGE Impact Brought to you by: www.wordstream.com/learn #CMCa2z @larrykim
  2. 2. #CMCa2z @larrykim Download Slides Here: http://bit.ly/cmc2015
  3. 3. 3 Random Facts About Me (@larrykim)
  4. 4. 3. Originally From Winnipeg, Canada!1. Originally from Winnipeg, Canada
  5. 5. Actual Photos of Boston From February This Year #CMCa2z @larrykim
  6. 6. Photos of WordStream’s Global Headquarters: 2008 2015 #CMCa2z @larrykim
  7. 7. #CMCa2z @larrykim 2. Author of World’s Most Popular PPC Marketing Blog
  8. 8. #CMCa2z @larrykim Millions of Links from 37.7K Domains
  9. 9. #CMCa2z @larrykim My First Blog Post 6 Years Ago
  10. 10. #CMCa2z @larrykim New Posts Get Thousands of Shares
  11. 11. 3. Have a One-Year Old Kid (#ppckid) #CMCa2z @larrykim
  12. 12. • Why Content Promotion? • Five Ridiculously Powerful Content Promotion Hacks #CMCa2z @larrykim Today’s Agenda!
  13. 13. Why Should You Care About Content Promotion ? #CMCa2z @larrykim
  14. 14. #CMCa2z @larrykim #1) 85% of Content Generates < 250 Page Views
  15. 15. #2: Facebook Organic Reach Stinks #CMCa2z @larrykim
  16. 16. #3: SEO Sucks For Branding #CMCa2z @larrykim
  17. 17. #4: Typical Conversion Rate Via Content <1% Traffic Generation Activities Captured Lead Engage with Content #CMCa2z @larrykim <1%
  18. 18. #4: Typical Conversion Rate Via Content <1% #CMCa2z @larrykim Most Content Marketing Campaigns Are More Like This…
  19. 19. 4% of Articles Generates ½ the Traffic #CMCa2z @larrykim
  20. 20. @larrykim Content Unicorns! (Top 4%) • ~ 50% of Traffic • ~ 70% of Social Shares • ~ 80% of Links & Blog Comments
  21. 21. Ad Text Testing • Same Story – 20% of Ads Generate 92% of Spend • 20% of Ads Generated 65% of Impressions • But CPA, CTR, and Conversion Rates vary @larrykim, @perrymarshall
  22. 22. Content Unicorn Type #1 Aligned with High Volume Keyword (SEO) #CMCa2z @larrykim
  23. 23. #CMCa2z @larrykim
  24. 24. #CMCa2z @larrykim
  25. 25. #CMCa2z @larrykim Over 200k Views For $1k Investment
  26. 26. Content Unicorn Type #2 Leverages Trending Topic #CMCa2z @larrykim
  27. 27. #CMCa2z @larrykim
  28. 28. +10,000 Press Pick-Ups, +10M Views #CMCa2z @larrykim
  29. 29. Content Unicorn Type #3 Sensational Topic Engineered for Viral Sharing #CMCa2z @larrykim
  30. 30. Typical BuzzFeed Stuff… #contenthacks
  31. 31. Section Title What is working? Can you reuse it? Example – BuzzFeed Quizzes #CMCa2z @larrykim
  32. 32. Section Title #CMCa2z @larrykim
  33. 33. Section Title #CMCa2z @larrykim
  34. 34. This Article Generated 24.9k Shares! • Unexpected Path To Success • Inspirational • Group Inclusion Dynamics • #2 Most Popular Story on Inc.com in December! #CMCa2z @larrykim
  35. 35. This Article Generated 27.4k Shares! • Unexpected Path To Success • Inspirational • Group Inclusion Dynamics • #2 Most Popular Story on Inc.com in September! #CMCa2z @larrykim
  36. 36. 5 Content Promotion Hacks for Creating Content Unicorns
  37. 37. Content Promotion Hack #5 Content Promotion Happens *Before* Writing (Not After!) #CMCa2z @larrykim
  38. 38. #CMCa2z @larrykim
  39. 39. #CMCa2z @larrykim
  40. 40. #CMCa2z @larrykim
  41. 41. Key Takeaway #1: If you can’t figure out ahead of time who will promote your content and why, don’t bother. #CMCa2z @larrykim
  42. 42. Key Takeaway #2: Content Marketing Success is Largely Determined in the Planning Phase Before Writing a Single Word. #CMCa2z @larrykim
  43. 43. Content Promotion Hack #4 Build Out Content Promotion Networks #CMCa2z @larrykim
  44. 44. #CMCa2z @larrykim
  45. 45. Leverage Other People’s Audiences #CMCa2z @larrykim
  46. 46. Syndicate Your Content #CMCa2z @larrykim
  47. 47. LinkedIn Blogging #CMCa2z @larrykim
  48. 48. How LinkedIn Pulse Works #CMCa2z @larrykim
  49. 49. How to Get LinkedIn Blog Posts Categorized into LinkedIn Pulse Channels #CMCa2z @larrykim
  50. 50. Get to Top of LinkedIn Channel By Driving Engagement to Your Blog Post #CMCa2z @larrykim
  51. 51. Top LinkedIn Pulse Articles Get Recommended On User Timelines #CMCa2z @larrykim
  52. 52. Content Promotion Hack #3 Leverage Paid Promotion #CMCa2z @larrykim
  53. 53. How does stuff go “Viral”?
  54. 54. A True Twitter Ads Content Promotion Story #CMCa2z @larrykim
  55. 55. Shared Content on my Social Media #CMCa2z @larrykim
  56. 56. Promoted Post To My List of “Industry Influencers” #CMCa2z @larrykim
  57. 57. Picked Up in Marketing Land 2 Hours Later… #CMCa2z @larrykim
  58. 58. Exponential Growth #CMCa2z @larrykim
  59. 59. Paid Social ROI Analysis • 500 High Value Press Pickups and Links • Great Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 30 Minutes #CMCa2z @larrykim
  60. 60. #CMCa2z @larrykim
  61. 61. Key Takeaway: You Need Interesting Content + Influential People Finding Your Stuff
  62. 62. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”#ofSocialShares WordStream Articles #CMCa2z @larrykim
  63. 63. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStream Articles #ofSocialShares #CMCa2z @larrykim
  64. 64. How To Target Super Connectors on Facebook?
  65. 65. Targeting Super-Connectors on Facebook #CMCa2z @larrykim
  66. 66. How To Find Influencers? #CMCa2z @larrykim
  67. 67. Not All Your Content is Interesting to Super-Connectors: How to Promote “Boring Content”
  68. 68. Probably Won’t End Up in The Wall St. Journal… #CMCa2z @larrykim
  69. 69. Target Using Remarketing #CMCa2z @larrykim
  70. 70. Targeting Fans on Twitter #CMCa2z @larrykim
  71. 71. Twitter Ads Top Secret Quality Score Algorithm #CMCa2z @larrykim 1 Point Increase in Engagement Rate = Approx 5% Decrease in Cost Per Engagement
  72. 72. What About Google+?
  73. 73. #CMCa2z @larrykim
  74. 74. Actually a Few People Hang Out There… #CMCa2z @larrykim
  75. 75. +Post Ads on Google+ • No Ads in Google+ Timelines • Instead Google+ Updates Show Up All Over The Web as Display Ads #CMCa2z @larrykim
  76. 76. Google+ Company Page Engagement Before and After Using $25 (USD) / Day After Before #CMCa2z @larrykim
  77. 77. Content Promotion Hack #2 Don’t Forget Mainstream Media! #CMCa2z @larrykim
  78. 78. Why Go on Television & Radio • Avg. 30 Second Commercial Prime Time = $100k • 2000x Bigger than Presenting a conference • Your Mom and Friends will think you’re Cool • Leads to More TV Appearances #CMCa2z @larrykim
  79. 79. #CMCa2z @larrykim
  80. 80. How To Get TV Producers to Email You #CMCa2z @larrykim
  81. 81. My Twitter Ads vs. Facebook Ads Story, Right Before Their IPO #CMCa2z @larrykim
  82. 82. TV & Radio Producers Also Need Stories! #CMCa2z @larrykim
  83. 83. #1 Spend 80% of Time on Topic Research, 20% Actually Writing #CMCa2z @larrykim
  84. 84. Test Your Content Ideas First #CMCa2z @larrykim
  85. 85. Only Write Up The Best Ideas #CMCa2z @larrykim
  86. 86. This Got 25x More Shares Than Average Article on Inc.com #CMCa2z @larrykim
  87. 87. Get Inspired By What Works #CMCa2z @larrykim
  88. 88. Only Jump on the Top 5% of Stories #CMCa2z @larrykim
  89. 89. Just Two Key Takeaways: #CMCa2z @larrykim
  90. 90. #CMCa2z @larrykim #1) Most Content Goes Nowhere. Use These Tactics and Strategies to Produce More Unicorns & Less Donkeys.
  91. 91. #2) Content Promotion Success Shouldn’t be so Random. Make Your Own Luck! • Focus on Promotional Angles First • Build Up Distribution Networks • Leveraging Paid Promotion • Don’t Forget Mainstream Media • Spending WAY More Time on Topic Research #CMCa2z @larrykim
  92. 92. Thank You Content Marketing Conference! Slides: http://bit.ly/cmc2015

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