advanced content promotion strategies, andrada morar, social fresh conference 2015

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

23

TIP #2EXPERIMENT

24

TIP #3ASK FOR HELP

25

TIP #4DEMAND ANALYTICS

26

TIP #5CONSTANT ATTENTION