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

1. Content Promotion: Small Tactics With
HUGE Impact
Brought to you by:
www.wordstream.com/learn
#CMCa2z @larrykim

2. #CMCa2z @larrykim
Download Slides Here:
http://bit.ly/cmc2015

3. 3 Random Facts
About Me
(@larrykim)

4. 3. Originally From Winnipeg, Canada!1. Originally from Winnipeg, Canada

5. Actual Photos of Boston From February This Year
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6. Photos of WordStream’s Global
Headquarters:
2008 2015
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7. #CMCa2z @larrykim
2. Author of World’s Most Popular
PPC Marketing Blog

8. #CMCa2z @larrykim
Millions of Links from 37.7K
Domains

9. #CMCa2z @larrykim
My First Blog Post 6 Years Ago

10. #CMCa2z @larrykim
New Posts Get Thousands of
Shares

11. 3. Have a One-Year Old Kid (#ppckid)
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12. • Why Content
Promotion?
• Five Ridiculously
Powerful Content
Promotion Hacks
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Today’s Agenda!

13. Why
Should You Care
About Content
Promotion
?
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14. #CMCa2z @larrykim
#1) 85% of Content Generates < 250
Page Views

15. #2: Facebook Organic Reach
Stinks
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16. #3: SEO Sucks For Branding
#CMCa2z @larrykim

17. #4: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Captured Lead
Engage with Content
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<1%

18. #4: Typical Conversion Rate Via Content <1%
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Most Content Marketing Campaigns
Are More Like This…

19. 4% of Articles Generates ½ the Traffic
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20. @larrykim
Content Unicorns! (Top 4%)
• ~ 50% of Traffic
• ~ 70% of Social Shares
• ~ 80% of Links & Blog Comments

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. Content Unicorn Type #1
Aligned with High
Volume Keyword
(SEO)
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23. #CMCa2z @larrykim

24. #CMCa2z @larrykim

25. #CMCa2z @larrykim
Over 200k Views For $1k Investment

26. Content Unicorn Type #2
Leverages
Trending Topic
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27. #CMCa2z @larrykim

28. +10,000 Press Pick-Ups, +10M Views
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29. Content Unicorn Type #3
Sensational Topic
Engineered for
Viral Sharing
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30. Typical BuzzFeed Stuff…
#contenthacks

31. Section Title
What is working? Can you reuse it?
Example – BuzzFeed Quizzes
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32. Section Title
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33. Section Title
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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. 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. 5 Content Promotion
Hacks for Creating
Content Unicorns

37. Content Promotion Hack #5
Content Promotion
Happens *Before*
Writing (Not After!)
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38. #CMCa2z @larrykim

39. #CMCa2z @larrykim

40. #CMCa2z @larrykim

41. Key Takeaway #1: If you can’t
figure out ahead of time who will
promote your content and why,
don’t bother.
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42. Key Takeaway #2: Content
Marketing Success is Largely
Determined in the Planning Phase
Before Writing a Single Word.
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43. Content Promotion Hack #4
Build Out Content
Promotion Networks
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44. #CMCa2z @larrykim

45. Leverage Other People’s Audiences
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46. Syndicate Your Content
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47. LinkedIn Blogging
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48. How LinkedIn Pulse Works
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49. How to Get LinkedIn Blog Posts Categorized
into LinkedIn Pulse Channels
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50. Get to Top of LinkedIn Channel By
Driving Engagement to Your Blog Post
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51. Top LinkedIn Pulse Articles Get
Recommended On User Timelines
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52. Content Promotion
Hack #3
Leverage Paid
Promotion
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53. How does stuff go “Viral”?

54. A True Twitter Ads Content Promotion Story
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55. Shared Content on my Social Media
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56. Promoted Post To My List of
“Industry Influencers”
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57. Picked Up in Marketing Land 2 Hours Later…
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58. Exponential Growth
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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
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60. #CMCa2z @larrykim

61. Key Takeaway:
You Need Interesting Content
+ Influential People Finding Your Stuff

62. Paid Social Promotion of Content to Specific Influencers
Increases the Chances of Getting “Noticed”#ofSocialShares
WordStream Articles
#CMCa2z @larrykim

63. Paid Social Promotion of Content to Specific Influencers
Increases the Chances of Getting “Noticed”
WordStream Articles
#ofSocialShares
#CMCa2z @larrykim

64. How To Target Super
Connectors on Facebook?

65. Targeting Super-Connectors on Facebook
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66. How To Find Influencers?
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67. Not All Your Content is Interesting
to Super-Connectors: How to
Promote “Boring Content”

68. Probably Won’t End Up in The Wall St. Journal…
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69. Target Using Remarketing
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70. Targeting Fans on Twitter
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71. Twitter Ads Top Secret Quality Score Algorithm
#CMCa2z @larrykim
1 Point Increase in Engagement Rate = Approx 5%
Decrease in Cost Per Engagement

72. What About Google+?

73. #CMCa2z @larrykim

74. Actually a Few People Hang Out
There…
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75. +Post Ads on Google+
• No Ads in Google+
Timelines
• Instead Google+
Updates Show Up All
Over The Web as
Display Ads
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76. Google+ Company Page Engagement
Before and After Using $25 (USD) / Day
After
Before
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77. Content Promotion Hack #2
Don’t Forget
Mainstream Media!
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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
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79. #CMCa2z @larrykim

80. How To Get TV Producers to Email You
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81. My Twitter Ads vs. Facebook Ads
Story, Right Before Their IPO
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82. TV & Radio Producers Also Need Stories!
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83. #1
Spend 80% of
Time on Topic
Research, 20%
Actually Writing
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84. Test Your Content Ideas First
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85. Only Write Up The Best Ideas
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86. This Got 25x More Shares Than
Average Article on Inc.com
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87. Get Inspired By What Works
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88. Only Jump on the Top 5% of Stories
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89. Just Two Key Takeaways:
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90. #CMCa2z @larrykim
#1) Most Content Goes Nowhere. Use These
Tactics and Strategies to Produce More
Unicorns & Less Donkeys.

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. Thank You Content
Marketing Conference!
Slides:
http://bit.ly/cmc2015