Advanced Content Promotion Strategies, Andrada Morar, Social Fresh Conference 2015.

1. Look At Me!Advanced Content Promotion Strategies

2. @AndradaMorar

3. HOT TOPIC:
Content Marketing
Everyone is looking for creative
ways to get customers attention

4. ROI, KPI, etc…
• How can you convince your boss or their boss or
their bosses’ boss that what you’re doing has
value?
• How can you get results?
• How can you reach your goals and get positive
ROI?

6. CHALLENGE:
It’s a lot of work!

7. THE WORK PAYS OFF
REACH MORE THAN
1.5M/quarter
ALMOST
IDENTIFY AS
SENIOR LEVEL
20% A TOTAL OF
20K SUBSCRIBERSRETURN VISITORS
67%

8. HOW WE GOT HERE:
Research & Insights
Goals
Strategy
Creative tactics:
Brand / Executive
Participation
Quarterly / Vertical
Approach
Media Partnerships Paid Amplification
to Reach Targets
Events:
Online/Offline
Social
Engagement
Email
Marketing
$

9. PAID AMPLIFICATION BENEFITS
•Audience Targeting
•Maximize your best content
•Ability to A/B test headlines and
images
•Capitalize on key moments
in time
•Specific measurement

10. 1. Look around at what you’re spending on
2. Pick a few things to trim back on
3. Don’t need to start big

11. TOOLS
• Content Recommendation
platforms
• Social media
• Sponsored Content
/ Media partnerships
• Video promotion
• Retargeting platforms
• SEM

12. • Puts images and links to your
content on popular media sites -
CNN, ESPN, Fox, Time, Inc., ABC
News, Slate, Wired and many
more.
• Pay per click model – set your
budget and CPC
• Detailed analytics
• Ongoing optimization & targeting
options to meet your KPI’s.
CONTENT
RECOMMENDATION
PLATFORMS

13. HOW
WE’RE
USING IT:
Use the best
performing for
email marketing
Update and optimize
article pages
Use the best performing
for social media
a/b testing for
headlines and
images and the
content itself

14. SOCIAL MEDIA
ADVERTISING

15. SOCIAL MEDIA ADVERTISING:
HP MATTER CASE STUDY

16. SPONSORED
CONTENT

17. SPONSORED CONTENT:
HP MATTER CASE STUDY

18. VISUAL
PROMOTION

19. VISUAL PROMOTION:
HP MATTER CASE STUDY

20. A FEW FUN EXPERIMENTS

21. A FEW FUN EXPERIMENTS

22. 22
TIP #1
KNOW YOUR GOALS

23. 23
TIP #2
EXPERIMENT

24. 24
TIP #3
ASK FOR HELP

25. 25
TIP #4
DEMAND ANALYTICS

26. 26
TIP #5
CONSTANT
ATTENTION