put the marketing into content marketing: content distribution & promotion
TRANSCRIPT
Getting Started With Content
Distribution & Promotion
Greg Shuey - Stryde
About Me
• Husband
• Dad
• Doing This For 10 Years
About Stryde
• Content Marketing Lead Gen Company
• We Believe That There’s A Better Way To Connect Businesses & Consumers
Strong Online Foundations
• Church
• Non-Profit Organization
• Mom & Pop Shop (Storefront)
• Online Ecommerce
• How-To Blog (SAHM)
No Content? Big Problem!!!
• Search Engines Can Tell What You’re About
• You Can’t Tell Your Story
• You Can’t Spread Your Message
• You Can’t Engage Prospects
• You Can’t Get Them To Take Action
Your Content Is…
• Down Right Amazing
• Tells Your Story
• Engaging
• Insightful
• Helpful
We Need To Put “The Marketing” Into
Content Marketing
Content Distribution & Promotion
Content Distribution
• Who?
– Sales Reps
– Service Reps
– Strategic Partners
– Associations
– Other Divisions
Content Promotion
• What? (What Channels)– Search Engines (Organic &
Paid)
– Social Media (Organic & Paid)
– Content Recommendations
– Strategic Outreach
– Guest Blogging
Organic Search Engine Optimization
• Keyword Research
• Content Optimization
– Title Tags
– Meta Descriptions
– Heading Tags
– Body Content
Organic Social Media
Organic Social Media
Organic Social Media
Organic Social Media
Paid Social Media
• Facebook Sponsored Posts
• Sponsored Tweets
• LinkedIn Sponsored Updates
• YouTube Video Ads
Paid Social Media
• StumbleUpon Paid Discovery
• Reddit Ads
• Promoted Pins (one day…)
• + Post Ads (hopefully one day…)
Content Recommendations
• Outbrain
• Zemanta
• Taboola
• Keywee
• AdBlade
The Process
Why Are You Creating & Promoting The Content
Audiences/Devices/Platforms
Create Ad Copy/Imagery
Split Test, Split Test, Split Test
Know Your Why
• Optimize For The Why
– Drive Leads
– Build An Audience
– Build A Remarketing List
– Get Media Coverage
– Get Blogger Coverage
Define Audience
• Who Do You Want/Need To Target?
– Decision Makers & Influencers
• Basic Buyer Personas Aren’t Enough!
– Psychographic Information• Values, Opinions, Attitudes, Interests, & Lifestyles
– Where Do They Spend Time Online?
Define Audience/Understand Platform
No, seriously….
Watch Out For Mobile
Create Ad Copy & Imagery
• Compelling Headlines
• Eye Catching Images
Split Test Your Guts Out
• Ad Copy– Offers
– Urgency
– Social Proof
• Audiences– Interests
– Gender
– Age Range
• Imagery– Colors
– Text
– People/Animals
Greg Shuey