SLIDES ARE FULL OF .GIFS. MUST DOWNLOAD TO VIEW THEM http://bit.ly/1v3kyWm 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. Chad Pollitt 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.

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How Content Promotion
Changed Our Inbound
Marketing Forever
Chad Pollitt
VP of Audience & Co-Founder,
Relevance

2. CHAD
POLLITT
@chadpollitt
VP of Audience, Co-founder

3. AGENDA
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

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1 Content Failure Fatigue

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Great Content Goes
Unread Every Day

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Only 13
Unique
Views

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How Does It Make
You Feel?

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Some people
might feel
ANGRY

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Others might
just roll their
eyes in
FRUSTRATION

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A feeling of
DISGUST
would be
perfectly
normal, too

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Some people
might feel
DEMORALIZED or
EMBARRASSED

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…Or maybe
just THIS?

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2 The Problem

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Every Minute of Every Day

15. - Mashable
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Every Minute of Every Day

16. 571 websites are launched
- Mashable
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Every Minute of Every Day

17. 571 websites are launched
350,000 tweets are tweeted
- Mashable
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Every Minute of Every Day

18. 571 websites are launched
350,000 tweets are tweeted
48 hours of YouTube videos are uploaded
- Mashable
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Every Minute of Every Day

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Over
2.73 million
blog posts are written and
published daily
The Content Promotion Manifesto

21. Many Industries are
Oversaturated with
Content
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22. Facebook’s organic reach is at 6% and dropping
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- Ogilvy & Mather

23. With other networks likely to follow suite
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24. 42 of the top 50 SEO ranking factors are off-page
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Including the top 12 factors overall
- Moz, 2013 Search Engine Ranking Factors

25. On-page content only has an indirect impact
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26. SEO is not something you do anymore, it’s what
happens when you do everything else right
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The Internet is…
a VERY noisy place
for a brand to
stand out and be
found today

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Only
37%
of marketers believe they’re
using their content effectively
CMI

29. This isn’t a
CONTENT PROBLEM
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It’s an AUDIENCE
PROBLEM

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So what should
marketers do
about it?

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Should they
produce more
content?

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How about
increasing its
quality?

34. Brands can actually step down content
production and step up distribution
[promotion] to get better results
Ryan Skinner, Forrester
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“

35. Better distribution [promotion] improves
content’s quality, as the feedback cycle
accelerates
Ryan Skinner, Forrester
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“

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3 The Solution:
Content Promotion

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Media Relations

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Media Relations
Influencer Outreach

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Media Relations
Influencer Outreach
Bylined Articles

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Media Relations
Influencer Outreach
Bylined Articles
Syndication

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Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Newsletter

43. Native Newsletter
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Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising

44. Native Newsletter
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Media Relations
Influencer Outreach
Bylined Articles
Syndication
Native Advertising
Native Social

45. Native Newsletter
Native Advertising
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Media Relations
Influencer Outreach
Bylined Articles
Native Social
Syndication Advertorials

46. Native Newsletter
Native Advertising
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Media Relations
Influencer Outreach
Bylined Articles
Native Social
Syndication Advertorials
Press Releases

47. Native Newsletter
Native Advertising
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Media Relations
Influencer Outreach
Bylined Articles
Native Social
Syndication Advertorials
Social Media
Press Releases

48. Native Newsletter
Native Advertising
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Media Relations
Influencer Outreach
Bylined Articles
Native Social
Syndication Advertorials
Social Media
Email
Press Releases

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4 The Content Promotion
Ecosystem

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Content
Promotion
Tools
bit.ly/promotion-ecosystem

51. 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”
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“

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• Business 2 Blogger
• Blogsvertise
• Markerly
• GroupHigh
• Syndicateads.net
• Buysellads.com
• IZEA
• Adproval
• Web.Blogads.com
• BlogHer
• Triberr
Advertorial Networks

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5 Success Stories

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How Rodon Beats
Chinese Pricing

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The Rodon
Group
Earned coverage
from virtually every
major media outlet
“Cheaper than China” Ebook

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The Rodon
Group
…BECAUSE of
an in-person
endorsement
from the POTUS

57. Great content, lucky promotion and coverage
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58. The Greatest Hoodie
Ever Made
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American
Giant
Earned coverage
from Slate.com
and Esquire

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forced a
15 to 20x
increase in production and
still barely met demand
Inc.com

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American
Giant
Very difficult to
get media coverage
for a product, but
Bayard Winthrop
pulled it off

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Great product and
story with purposeful
promotion

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Content that
Advanced an
Industry

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Slingshot SEO
Earned coverage
from academia,
media outlets and
industry influencers
around the world

65. Even an onstage endorsement from Rand Fishkin at INBOUND 2012
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Slingshot SEO
Research and
media relations
enabled the study to
advance an industry

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Great content and
research with purposeful
promotion

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Content promotion
that drove eight-digits
of incremental
revenue

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Teradata
Earned coverage
from 46 media
outlets and trade
publications
“Big Data Marketing Hero”
Ebook

70. Over 3 million media impressions
25% landing page conversion rate
30 global brand prospect meetings
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Teradata
A full-on owned,
paid and earned
media blitz drove
36x return on
investment

72. Great content and
promotion on all three
media channels
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73. The Bottom Line for
You?
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Start with GREAT
Content and
Promote It

75. 800+ incremental leads
in 14 days from one
mention on Inc.com
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6 How it’s Done

77. Research
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Define Personas
Media Assessment
Audience Assessment
Content Assessment
Influencer Identification
Research

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Creative

80. Create content and all
supporting assets
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Creative

81. Promotion
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82. Promotion
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Finalize Pitch Angles
Editorial Outreach
Influencer Outreach
Paid Media
Email
Social Media

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Conversion

84. A/B Testing
Retargeting
Marketing Automation
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Conversion

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7 How to Budget for Content
Promotion

86. 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”
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“

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63%
of marketers believe they’re NOT
using their content effectively
CMI

88. 2013 Spending on Content Promotion
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89. 2013 Spending on Content Promotion
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On Average,
brands spent at least…

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15.2%
of content marketing budgets on
promotion
Content Promotion Manifesto

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This is a Recipe for
FAILURE

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DigitalRelevance Clients Spent

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DigitalRelevance Clients Spent
40% of their content
marketing budgets on
promotion

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This is a Recipe for
SUCCESS

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