Amplify Content, Turn Up Demand
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Transcript of Amplify Content, Turn Up Demand
contenT Amplify
DEMAND Turn up
Hello…?Hello…?
Hello…?
AMPLIFY
Strategies for reaching a larger audience with
CONTENT PROMOTION
and distribution
Paid Earned Owned
paidAdvertising Sponsorships Paid promotions
Benefits of paid
promotion
Immediate
Control
Targeted
Scalable
Facebook Boosted
Posts
Promoted tweets
LinkedIn sponsored updates
YouTube ads
Stumble Upon paid discovery
reddit ads
Native advertising
Paid content discovery
servicesOutbrain Taboola Adblade
Pay Per Click Google Adwords | Bing from Microsoft
Retargeting AdRoll | Retargeter | Fetchback | Chango | Many more
earnedCustomers become the channel… Word of mouth.
Benefits of earned
media
Credibility
Key to sales
Lifespan
Free
Guest blog
Syndicated content
Scoop.it Paper.li Anywhere
Get curated
Inspire Influencers
to share your
content
Social media
Get found via search
I’m about to buy a…
The All-Powerful
Word of mouth
1. Recommendations 2. Branded websites 3. Opinions posted online 4. Editorial content
ownedWebsite Blog Social media channels Email marketing
Benefits of owned
media
Control
Cost efficiency
Longevity
Versatility
Email marketing
Opt-in forms
Gated offers on landing pages
Email marketing
eNewsletters Timely offers Promotions Autoresponders
Email marketing
Social media marketing
Create rich updates Use links/CTA
Social media marketing
Twitter cards
Social media marketing
LinkedIn Groups Tag peers (+ @ #) Pinboards #Hashtags Ask for shares Quote experts
BlogMake it easy to share with
buttons
BlogAdd a social-style
comments section such as Disqus
or Livefyre
BlogUse great images worthy of sharing
Blog Create pre-populated tweets with a tool such as “Click to Tweet” plugin
Expand your digital footprint
YouTube channel
Free content platforms
iTunes
SlideShare Scribd
Foster employee advocacy
Give employees ownership Train them Empower them Governance
Employees are often the most overlooked content promotion strategy
Repurpose content
Website
Audit your content assets
Website Blog
And/or create repurposing plans in advance
Maximize formats
Content library
AMP Up Integrate Experiment Refine
Paid, earned and owned complement each other
Everything should point back to your website
Analyze traffic and conversion
Reachand connect with a larger
audience
Free eBook From Feldman Creative and CoSchedule
