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

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/

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/

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

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://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

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

source

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

source

?

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

42

Target editors via LinkedIn

source

43

Target editors via Facebook

resource

OWNED MEDIA

EARNEDMEDIA

PAIDMEDIA

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

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