adria saracino | searchlove san diego, 'how to leverage all content distribution channels

BEYOND MANUAL OUTREACH:How to Leverage All Distribution Channels

Adria Saracino

@adriasaracino#SEARCHLOVE

source

https://bythepathlesstraveled.files.wordpress.com/2013/12/cute-animal-wallpapers.jpg

total visits: 322K

social shares: 3,300@adriasaracino

#SEARCHLOVE


social shares: 110K

total visits: 1.8M


total visits: 116K

social shares: 26K


site mentions: 8

social shares: 34


site mentions: 11

social shares: 90


source

https://www.flickr.com/photos/72005369@N05/6782942604/


# emails sent: 50

distribution methods: 1


# emails sent: 91

distribution methods: 1


Content is king…“

@adriasaracino#SEARCHLOVE”

Content is king…but distribution is queenand she wears the pants.

– Jonathan Perelman, Buzzfeed“


source

http://www.shutterstock.com/pic-114626422/stock-photo-lucky-in-love-concept-finger-people-hugging-on-crossed-fingers.html?src=7U8LOGRg_SGNWWG9_YI8Pg-1-14


search engines

review sites

publishers

company websites

emails

social media

word of mouth

billboards

TV

books

theaters

blogs


source

http://www.shutterstock.com/pic-160348757/stock-photo-man-dressed-up-in-a-pimp-costume-for-halloween.html?src=-_D3RzRT-dzzWmgKqJbrSw-1-0


source

http://funny-pics-fun.com/funny-compilations/very-funny-animal-faces


source

http://s111.photobucket.com/user/cyrus_7/media/joked-dot-com-angry-kid.jpg.htmlhttp:/funny-pics-fun.com/funny-compilations/very-funny-animal-faces

43 WAYS TO GETYOUR CONTENT SEEN


PPC

review sites

publishers

company websites

emails

social media

word of mouth

billboards

TV

books

theaters

blogs


PPC

review sites

publishers

company websites

emails

social media

word of mouth

billboards

TV

books

OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA

theaters

blogs

OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA


GROUP ONE: OWNED MEDIA


1

resourceimage credit

Use tools to split test headlines

https://blog.kissmetrics.com/fastest-growing-online-publication/

https://blog.kissmetrics.com/fastest-growing-online-publication/


1

resource resource


http://help.outbrain.com/customer/portal/articles/1462819-how-can-i-a-b-test-different-headlines-for-the-same-piece-of-content

http://www.criminallyprolific.com/2014/03/6-growth-hacking-tools-i-love/


1

resource


http://fivesecondtest.com/


2

source

Make it easy for readers to share

http://www.slideshare.net/Upworthy/the-sweet-science-of-virality


3

resource

Test social CTAs within content

http://blog.hubspot.com/marketing/how-to-generate-click-to-tweet-links-cta-quick-tip-ht


4

source

Optimize which CTAs to include

http://www.insidesocial.com/blog/4-social-takeaways-buzzfeed-social/%23i.vdtd0q1as4dan1


5


Install Open Graph Meta Protocol

http://www.socialmediatoday.com/content/use-open-graph-meta-protocol-so-your-content-looks-great-when-shared

http://i.stack.imgur.com/wtI93.png


6


Use Facebook Connect

http://www.mdpatrick.com/wp-content/uploads/2011/05/web_permissions.png





7


Setup retargeting cookies

https://support.google.com/adwords/answer/2476688?hl=en

http://www.shutterstock.com/pic-165544715/stock-photo-owl-cookies.html?src=JW3nCrczq4qRGM_DCAJ8tw-2-2


8

resourceresource

Apply dynamic retargeting to email


http://searchenginewatch.com/article/2199676/6-Types-of-Retargeting-Every-Marketer-Should-Know


9

sourceresourceImage credit

See who embedded your videos

https://www.distilled.net/resources/5-techniques-for-promoting-your-client-without-content/

http://content.infotrustllc.com/infotrust-blog/bid/371337/How-to-Automatically-Track-Embedded-YouTube-Videos

http://www.ferreemoney.com/video-analytics-youtube-insight/


OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA

GROUP TWO: PAID MEDIA

● PPC

● Social media

● Influencer partnerships

● Native advertising

PAID MEDIA OUTLETS



Pay-Per-Clickimage source

https://image-store.slidesharecdn.com/c8e4727e-33f7-11e4-befe-22000aa7091d-original.png


10

image source

Prepare for ongoing management



11

resource

Remember to setup exclusions



12


Remember to set time limits

http://blog.rejoiner.com/2012/12/improving-display-retargeting-campaigns/

http://moz.com/ugc/multiple-stage-remarketing-campaigns-13994


13

source

Leverage engagement ads

http://www.thinkwithgoogle.com/products/engagement-ads.html


14

source

Promote your G+ page

http://adwords.blogspot.com/2014/04/post-ads-now-available-to-all.html


15

image credit

Don’t miss out on retargeting




16


Use custom lists to target

users who completed a certain action


http://www.ninahale.com/google-analytics-retargeting-with-smart-pixel/


17


Use custom combo lists to

target users who visited specific pages


http://www.ninahale.com/google-analytics-retargeting-with-smart-pixel/


18

source

Try tools like Resonance

http://www.velocitypartners.co.uk/our-blog/content-remarketing-experiment-part-2-the-content-funnel/


19

source

Try using Unruly

http://unruly.co/


Paid Social Mediaimage credit

http://www.shutterstock.com/pic-148235123/stock-vector-dandelion-social-media-network-flying-icons-set-vector-file-layered-for-easy-manipulation-and.html?src=iE4uvvqoNNBw23kM9Fg2nw-1-77


source

http://newscred.com/theacademy/learn/content-marketing-distribution-strategy


20

image credit

Embrace the creepiness of Facebook

http://www.socialadstool.com/features/facebook-ads-targeting-limits/


21

* All logos link to company site

Use tools to understand your audience

http://www.socialbro.com/

http://intelligence.towerdata.com/

http://www.demographicspro.com/

http://tribalytics.com/

http://business.pinterest.com/en/pinterest-analytics

http://www.visualdna.com/

http://mypersonality.org/wiki/doku.php?id=about_mypersonality


21

Use tools to understand your audience


http://www.socialbro.com/

http://intelligence.towerdata.com/

http://www.demographicspro.com/

http://tribalytics.com/

http://business.pinterest.com/en/pinterest-analytics

http://www.visualdna.com/

http://mypersonality.org/wiki/doku.php?id=about_mypersonality

https://www.kaggle.com/


22

source

Target users by job title

http://searchenginewatch.com/article/2065332/B2-Believe-Targeting-Decision-Makers-Using-LinkedIn


23

resourceresource

Create custom audiences on Facebook

http://www.jonloomer.com/2013/10/29/facebook-custom-audiences-target-email-list/

http://blog.stamplay.com/synchronize-your-mailchimp-lists-with-facebook-custom-audiences-automatically/


24

Target purchasers with related content


25

resource

Create lookalike audiences on Facebook

http://adespresso.com/academy/blog/facebook-ads-custom-audiences-guide/


26

sourceimage credit

Create lookalike audiences

based off users who visited content

http://moz.com/blog/facebook-for-targeted-content-promotion



27

Create high affinity target groups

sourceimage credit

https://blog.kissmetrics.com/deep-dive-facebook-advertising/




28

sourceimage credit

Keep an eye on FBNewswire

http://newsroom.fb.com/news/2014/04/announcing-fb-newswire-powered-by-storyful/

http://www.nbcnews.com/tech/tech-news/extra-extra-facebook-launches-real-time-news-wire-n88661


29

resourceimage creditcitation

Use Twitter cards

http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/

http://www.forbes.com/sites/jaysondemers/2014/03/20/the-definitive-guide-to-using-twitter-cards/

http://elioverbey.net/improve-wistias-seo-depth-audit/

http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it


30

sourcesource

Hell, skip the content promo

& go straight to the buy

http://www.wired.com/2014/09/twitter-roles-out-buy-button-transforms-tweets-into-retail-engines/

http://www.entrepreneur.com/article/236046


31

source

Try Tubular Dashboard

http://tubularlabs.com/


32

source

Run ads on competing YouTube channels

http://www.adweek.com/adfreak/newcastle-mocks-stella-artois-and-its-chalice-new-campaign-139351


Influencer Partnershipsimage credit

http://drafthouse.com/movies/mean-girls-quote-along/austin


33

Use tools that connect you with bloggers

* All logos link to company siteadditional tools

http://bloggingbetties.com/blogging-networks/

http://www.tapinfluence.com/

http://www.inpwrd.com/

http://www.blogher.com/about-this-network

http://www.modemediacorp.com/brands/

http://one2onenetwork.com/


34

image credit

Think beyond website coverage

http://www.smashingmagazine.com/2013/04/08/rise-your-email-above-inbox-noise/


35

Setup retargeting pixel on blogger’s site

image credit




Native Advertisingimage credit

http://www.shutterstock.com/pic-175115381/stock-photo-little-geek.html

http://www.shutterstock.com/pic-175115381/stock-photo-little-geek.html

”A form of paid media in which the ad integrates seamlessly with the content and UX of the site in which it’s placed.

– Sharethrough“@adriasaracino

#SEARCHLOVE

http://www.sharethrough.com/nativeadvertising/

source


http://mashable.com/2014/07/15/summer-guide-austin/

source


http://www.huffingtonpost.com/2014/06/04/macys-fathers-day-gifts_n_5092861.html

source


http://pringles.gawker.com/here-s-what-a-team-of-artists-made-out-of-a-ton-of-prin-1524659210


source

$50,000

http://pringles.gawker.com/here-s-what-a-team-of-artists-made-out-of-a-ton-of-prin-1524659210


source

$30,000

http://mashable.com/2014/07/15/summer-guide-austin/

source


$50,000

http://www.huffingtonpost.com/2014/06/04/macys-fathers-day-gifts_n_5092861.html

source


http://www.shutterstock.com/pic-160348757/stock-photo-man-dressed-up-in-a-pimp-costume-for-halloween.html?src=-_D3RzRT-dzzWmgKqJbrSw-1-0


source

http://triplelift.com/landscape


36

Leverage content distribution platforms


http://www.nativo.net/

http://www.outbrain.com/

http://taboola.com/

http://www.sharethrough.com/

http://www.vocus.com/


37

source

Keep an eye on Google

http://www.besttechie.com/2014/08/01/google-is-secretly-testing-a-content-recommendation-service-to-compete-with-taboola-and-outbrain/

IS OUTREACH DEAD?


image source

http://www.laduwalls.com/wp-content/uploads/2014/07/funny-animals-photos-pictures-3.jpg

social shares: 110K

total visits: 1.8M



source

http://www.huffingtonpost.com/2014/05/20/top-artists-vocal-range_n_5357698.html


source

http://consequenceofsound.net/2014/05/axl-rose-is-the-greatest-singer-of-all-time-or-so-says-this-chart/


source

http://www.rollingstone.com/music/news/axl-rose-responds-to-list-calling-him-worlds-greatest-singer-20140528


source

THE #KLONTZINATOR @Britt_Klontz

http://www.rollingstone.com/music/news/axl-rose-responds-to-list-calling-him-worlds-greatest-singer-20140528


OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA

GROUP THREE: EARNED MEDIA


38

source

Identify writers with amplification potential

1

2

3

http://www.rocketmill.co.uk/content-marketing-influencer-research-steroids


39

source

Target bloggers that already follow you

https://www.distilled.net/resources/5-techniques-for-promoting-your-client-without-content/


40

resource

Use MailChimp to find similar email lists

http://blog.mailchimp.com/introducing-wavelength/


BY ALL MEANS

TELL ME MORE ABOUT THE CONTENT YOUR COMPANY CREATEDsource

http://www.blastr.com/sites/blastr/files/GeneWilderWillyWonka1.jpg


source

http://buzzsumo.com/blog/pitch-journalist-tips-techcrunch-ny-times/


source

http://groupthink.jezebel.com/just-came-across-this-on-pinterest-1505109680


source

?

http://groupthink.jezebel.com/just-came-across-this-on-pinterest-1505109680


image credit

http://knowyourmeme.com/memes/wat


SPENDS WEEKS TRACKING YOU DOWN

THEN CALLS IT SERENDIPITY.image credit

http://www.quickmeme.com/p/3vty4z


image credit


total visits: 322K

social shares: 3,300@adriasaracino

#SEARCHLOVE

total cost: $800@adriasaracino

#SEARCHLOVEsource

http://lifehacker.com/this-aptitude-test-finds-careers-that-match-your-skills-1588709361


total cost: $800source

http://lifehacker.com/this-aptitude-test-finds-careers-that-match-your-skills-1588709361


made us a credible sourcesource

@jsedmond

http://www.foxbusiness.com/personal-finance/2014/05/13/career-stagnation-creeping-up-on-workers/


OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA

OUTREACH ON STEROIDS


41

Use tools to find publishers


http://www.getlittlebird.com/

http://sos.cision.com/

http://muckrack.com/

http://journalisted.com/

http://www.presspass.me/


41

Use tools to find publishers

resource

http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers%23trendshead


42

Target editors via LinkedIn

source

http://searchenginewatch.com/article/2065332/B2-Believe-Targeting-Decision-Makers-Using-LinkedIn


43

Target editors via Facebook

resource



OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA

source

http://wolbest.com/animal-picture-rhino-running-wild-and-mad-hd-wallpaper/animal-picture-rhino-running-wild-and-mad-hd-wallpaper-2/

THANK YOU.

adria saracino | searchlove san diego, 'how to leverage all content distribution channels

Marketing