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The secret recipe of delicious content promotion - InOrbit 2016

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The most commonly-repeated mistake in content marketing is a lack of focus on obtaining a sufficient number of shares and links. The majority of blogs are struggling with getting links and shares; sometimes, even market leaders are failing to get sufficient numbers. My speech will give an easy recipe for how to reach more shares and links; this knowledge was gained by running multiple tests and performing significant research, and has been proven multiple times.

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The secret recipe of delicious content promotion - InOrbit 2016

  1. 1. The secret recipe of Delicious content
  2. 2. Quick Experiment
  3. 3. Mind Reader!
  4. 4. Fast Food brand?
  5. 5. Coffee-to-go?
  6. 6. SEO wizard?
  7. 7. They build a strong association between their brand and their audience.
  8. 8. Main goal is to become Default Association.
  9. 9. Default Association = sales and visibility.
  10. 10. All successfully delivered content has these 3 ingredients…
  11. 11. 1 2 3 Great idea Proper Execution Building startegical connections
  12. 12. How to find great ideas that are guaranteed to work?
  13. 13. One more approach: creativity vs data-driven
  14. 14. I’m analytically obsessed person!
  15. 15. Analytics are interesting!
  16. 16. Your steps: Analyze competitive and industry landscapes Get the list of the most successful pieces based shares, links, SEO visibility and traffic they’re generating Brainstorm your idea 1 2 3
  17. 17. Identify your industry leaders
  18. 18. Identify your competitors
  19. 19. The most sharable content
  20. 20. The most linkable content
  21. 21. The most visible pages
  22. 22. In one spreadsheet
  23. 23. Finally you have your idea!
  24. 24. If someone steals your idea?
  25. 25. If people steal my content, then I must be amazing!
  26. 26. Don’t be stingy with your ideas!
  27. 27. Don’t waste your time and validate your idea!
  28. 28. Validate your ideas With the help of determined audience (Your own clients, forums, communities) Ask industry experts Run surveys
  29. 29. The easy part is over!
  30. 30. Proper Execution gives your idea wings!
  31. 31. Proper Execution 1 2 3 Gathering data Design Mimic your style
  32. 32. Where the *#%@$ can I get the data?
  33. 33. General Market Trends
  34. 34. Surveys: design and distribute • Google Consumer Survey • Survata • Typeform • Twitter Polls
  35. 35. Go to sources/ask questions • Your clients • Reddit • Quora • Ask.com • Other forums and communities
  36. 36. Attractive design can help. Unattractive will hurt.
  37. 37. Expectations depend on Industry and Position.
  38. 38. My resume
  39. 39. My resume
  40. 40. Mimic your style
  41. 41. Ideal scenario: Know where you will publish your piece at the idea stage.
  42. 42. How do they write?
  43. 43. How do they write? • Length • Style • Structure • Titles
  44. 44. Content Length
  45. 45. Structure
  46. 46. Titles
  47. 47. Building Strategical Connections
  48. 48. Proper Execution 1 2 Outreach Building relationships with partners
  49. 49. Tips to guarantee effective outreach5
  50. 50. 1 Be genuine
  51. 51. 2 Provide value
  52. 52. Provide value
  53. 53. Provide value
  54. 54. Provide value
  55. 55. 3 Be straightforward
  56. 56. Be straightforward
  57. 57. 4 Ask for feedback
  58. 58. Ask for feedback
  59. 59. 5 Follow-up
  60. 60. Follow-up
  61. 61. Building relationships with partners
  62. 62. • Distribute your content • Build relationships • Distribute your content and build relationships Get partner in order to:
  63. 63. The most powerful partners have good connections
  64. 64. 1. Where do they distribute their content normally? 2. Is that where I want to be? Here’s 2 questions:
  65. 65. Where do they distribute their content?
  66. 66. Where do they distribute their content?
  67. 67. Define your expectations and be clear in giving responsibilities
  68. 68. Be clear in giving responsibilities: • Will they fulfill their promises? • Get a commitment or find another partner
  69. 69. Now you know how to: 1 2 3 Generate ideas using data-driven approach Successfully execute those ideas by enforcing them with data, design and well- delivered copy Successfully execute those ideas by enforcing them with data, design and well- delivered copy
  70. 70. Now it’s your turn to become the Default Association in your niche!
  71. 71. Thank you! bit.ly/alex-linkedin @AlexTachalova Facebook.com/alexandra.tachalova alextachalova@gmail.com Alextachalova.com

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