advanced content promotion strategies, andrada morar, social fresh conference 2015
TRANSCRIPT
Look At Me! Advanced Content Promotion Strategies
@AndradaMorar
HOT TOPIC:
Content MarketingEveryone is looking for creative ways to get customers attention
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?
CHALLENGE:
It’s a lot of work!
THE WORK PAYS OFFREACH MORE THAN
1.5M/quarter
ALMOST
IDENTIFY AS SENIOR LEVEL
20% A TOTAL OF
20K SUBSCRIBERSRETURN VISITORS
67%
HOW WE GOT HERE:
Research & InsightsGoalsStrategyCreative tactics:
Brand / Executive Participation
Quarterly / Vertical Approach
Media Partnerships Paid Amplification to Reach Targets
Events: Online/Offline
Social Engagement
Email Marketing
$
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
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
TOOLS• Content Recommendation
platforms
• Social media
• Sponsored Content / Media partnerships
• Video promotion
• Retargeting platforms
• SEM
• 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
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
SOCIAL MEDIAADVERTISING
SOCIAL MEDIA ADVERTISING: HP MATTER CASE STUDY
SPONSORED CONTENT
SPONSORED CONTENT:HP MATTER CASE STUDY
VISUAL PROMOTION
VISUAL PROMOTION:HP MATTER CASE STUDY
A FEW FUN EXPERIMENTS
A FEW FUN EXPERIMENTS
22
TIP #1KNOW YOUR GOALS
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TIP #2EXPERIMENT
24
TIP #3ASK FOR HELP
25
TIP #4DEMAND ANALYTICS
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TIP #5CONSTANT ATTENTION