paid and unpaid content promotion and distribution methods that actually work from #cmworld

@TwitterHandle • #CMWorld

Paid and Unpaid ContentPromotion and Distribution

That Actually WorkChad PollittCo-founder, VP of Audience, Relevance@ChadPollitt

@ChadPollitt • #CMWorld

Chad PollittCo-founder, VP of AudienceRelevance

AGENDA

AGENDA① Channels of Content Promotion ② Paid Media③ Native Do’s④ Unpaid (Earned) Media

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Research is the key to building a

successful overall content strategy

that includes promotion

AGENDA

1 Channels of Content Promo

Media Relations

Influencer Marketing

Bylined Articles

Earned Syndication

Media Relations

Bylined Articles

Earned Syndication Sponsored Content

Programmatic Native

Native Social

Native Email

Press Releases

Paid Syndication

Media Relations

Bylined Articles

Earned Syndication Sponsored Content

Programmatic Native

Native Social

Native Email

Social Media

Press Releases

Paid Syndication

Don’t Forget Your Promise…

AGENDA

2 Paid Media

AGENDA

1:5creation to distribution ratio

Ben Young, CEO, Nudge

television advertising has a

DENIAL

ANGER BARGAINING

DEPRESSION

ACCEPTANCE

DENIAL

ANGER BARGAINING

DEPRESSION

ACCEPTANCEX

Image credit: Storygize

Agency/Brand

Native 1.0: Many Point SolutionsInspired by: inPowered

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld

Native 2.0: Single Platform/Programmatic

Managed Services Technology

Agency/Brand

Image credit: inPowered

Agency/Brand

Native 2.0: Single Platform/ProgrammaticInspired by: inPowered

Native 2.0: Sponsored Content

Managed Services Technology

Agency/Brand

Inspired by: inPowered

Native 2.0: Sponsored Content

Agency/Brand

Inspired by: inPowered

AGENDA

$59Bon native advertising annually by the year 2018

Adyoulike

brands are forecasted to spend over

AGENDA

3 Native Do’s

Native Do’s

1. Target wisely

Context

Audience

Day-Parting

Device Type

Geo-Location

Weather

32 years oldLives in New York City

Interested in: bath time

SUGGESTED BID:

$0.01-$0.03

32 years oldLives in New York City

Interested in: first-time moms

SUGGESTED BID:

$0.38-$0.72

Image credit: Keywee

Audience ScoreTeething 0.056midwife 0.038afternoon nap 0.036Toddler bed 0.036pediatrician 0.026Peppa Pig 0.024Funnel cake 0.024bath time 0.023greys anatomy 0.018 Audience Score

Baby teeth 0.046Toddlers 0.037Soccer mom 0.034Sponge Bob 0.026

Peppa Pig: $0.03

bath time: $0.01

teething: $0.04

Native Do’s

1. Target wisely

2. Write logical and attainable goals

Share of Voice

Brand Awareness

Conversions

Subscribers, Inquiries, Leads

Native Do’s

1. Target wisely

3. Measure what matters

Native Channel Analysis

Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35

LinkedIn $7.94 0 NA 1 $1,457.90

Twitter $16.28 0 NA 0 NA

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $20,435.00

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

LinkedIn $1,550 $1,458 249 $5.90 212

Twitter $1,600 $1,582 1508 $1.11 108

Outbrain $750 $450 728 $0.62 704

LinkedIn $7.94 0 NA 1 $1,457.90

Outbrain $0.64 1 $449.95 8 $56.24

Lessons

1. Native social media is not a cost-effective channel to

promote all of your content at scale.

Lessons

2. Programmatic native ad units are.

Lessons

2. Programmatic native ad units are.

3. Use native social media with only your best performing

content.

Native Do’s

1. Target wisely

4. Be careful with terminology

AGENDA

1/16thof the actions you pay for onsocial mediaKeywee

website traffic can be as little as

Native Do’s

1. Target wisely

5. Do experiment

AGENDA

nothingfor likes, shares, clicks,follows, favorites, etc.Larry Kim, Founder, Wordstream

shared sponsored social media posts cost

Native Do’s

1. Target wisely

5. Do experiment

6. Pay attention to creative

AGENDA

4 Unpaid (Earned) Media

800+ incremental leads in 14 days from one mention on Inc.com

AGENDA

How Rodon Beats Chinese Pricing

The Rodon GroupEarned coverage from virtually every major media outlet

“Cheaper than China” Ebook

The Rodon Group

…BECAUSE of an in-person

endorsement from the POTUS

Great content, influencer marketing and coverage

AGENDA

The Greatest Hoodie Ever Made

American GiantEarned coverage from Slate.com and Esquire

AGENDA

15 to 20xincrease in production and still barely met demandInc.com

forced a

AmericanGiant

Very difficult toget media coverage

for a product, but Bayard Winthrop

pulled it off

Great product andstory with media

outreach

AGENDA

Content promotion that drove eight-digits of incremental revenue

TeradataEarned coverage from 46 media outlets and trade publications

“Big Data Marketing Hero” Ebook

Over 3 million media impressions

25% landing page conversion rate

30 global brand prospect meetings

TeradataA researched-

backed owned, paid and earned media

blitz drove 36x return on investment

Great research, content, media outreach

and amplification

AGENDA

5 Takeaways

AGENDA

TAKEAWAYS① Converging the owned, earned and paid media channels

is the most impactful promotion strategy

AGENDA

is the most impactful promotion strategy② Third parties (managed services technology) provide more

scale for native advertising efforts

AGENDA

scale for native advertising efforts③ Research, target wisely, set goals, measure what matters,

watch terminology, experiment, and don’t forget creative

AGENDA

scale for native advertising efforts③ Research, target wisely, set goals, measure what matters,

watch terminology, experiment, and don’t forget creative④ Great content with media/influencer outreach is a recipe

for success

Special OfferGetting the Most Out ofYour Content MarketingUsing Paid Media

bit.ly/native-advertising-manifesto

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