You’ve Got Great

Content –

Now What?

Jay Baer

President, Convince & Convert, Bestselling Author, Youtility

@jaybaer

Heidi SullivanSVP, Digital Content, Cision

@hksully

Why Your

Marketing Plan

Needs

Amplification

22

How to Participate Today

During today’s web seminar, attendees will be in listen-only mode.

If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317

Submit text questions: Q&A addressed at the end of today’s session

Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session

Your Featured Presenter: Jay Baer

President, Convince & Convert

Author, Youtility: Why Smart

Companies are Helping Not

Selling

44

Your Co-Presenter: Heidi Sullivan

Senior Vice President,

Digital Media

Cision

@hksully

Section Divider

Smart Marketing

Through Content

66

Consumers’ Splintered Attention Makes Marketing

Harder Than Ever

77

Friend of Mine Awareness is replacing Top of Mind

Awareness

88

Break Through Clutter by being USEFUL

99

Create Youtility: Marketing So Useful, People

Would Pay For It!

1010

Be The Best TEACHER In Your Industry

1111

Be Relevant in Real-Time

1212

Simple Youtility can be the Best Youtility

1313

“Content is Fire.

Social Media is

Gasoline.”

1414

You Have to Market Your Marketing

Email open rate = 25%

Facebook organic reach = 5%-15%

Twitter reach = ???

Pinterest and Instagram reach = ???

Blog post reach = 5.6% (best case on

Convince & Convert blog)

You have to give your best content a

little HELP

Section DividerAmplification

Is your content reaching

your intended audience?

Google increased the importance of original content when they

determine Search Engine Results Page

1717

“If the news is

that important, it

will find me.”-A college student in an article by Brian Stelter in the New York

Times, March 2008

Sharing content outside your circles

The Book of Business Awesome. 2012

My mom

My coworkers

My friendsTheir friends

My fans

My customers

The people I

don’t even

know yet

1919

Spread your

message

2020

Relationships with Influencers

2121

am·pli·fy: to increase the strength or

amount of; especially:

to make louder.”- Merriam-Webster

In content

marketing

terms,

amplification refers to

tactics that help our

content reach the

audiences we are

targeting.

One form of this is

native

advertising.

2222

Native Advertising in Action

2323

Native Advertising in Action

2424

Native Advertising in Action

Section DividerAmplification

in Action

2626

Amplification in Action

Tested amplifying all posts published on ConvinceAndConvert.com

for 16 days:

2727

Amplification in Action

Used the Cision Content Marketing Suite to amplify posts on

Outbrain network and Taboola network.

During this period, the blog generated 74,954 visitor overall

8,373 visits (11.1%) were from the amplification program

2828

Amplification in Action

Headline (and photos) have a huge impact on amplification

2929

Summary of Findings

Amplification works

Traffic quality varies

Be smart about what/when you amplify

If possible, test/optimize headlines and photos

Section DividerCase Studies

3131

The Case of the Allianz

Global Assistance

3232

Results 20% increase in web

traffic within weeks…

3333

American Academy of Orthopaedic Surgeons

33

“This year we rolled out a new feature called

Ortho-pinions. We really want to drive people

to our content. An Ortho-pinion piece on knee

arthritis that we uploaded and amplified In

October was the most visited page on the

website as a whole, according to Google

Analytics. So it's clearly working to drive

traffic to our site.”Lauren Riley, Media Relations Manager

3434

Headlines & Photos Made a Difference

Original HeadlineYou have an ACL Tear-What’s Next?

New HeadlinesDon't Let an ACL Tear Ruin Your Life (481 clicks)

The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)

You Have an ACL Tear: What's Next? (374 clicks)

How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)

Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)

The 5 Stages of Dealing with an ACL Tear (211 clicks)

Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)

“Your Cision account manager keeps tabs on

the stories you're amplifying. If one isn't

working, it's up to Cision to rework the

headline. This happened to us for the first

time with a recent story we amplified. It

wasn't performing as well in the first two

weeks, so our representative emailed me to

let me know they tweaked the headline.”

- Lauren Riley, Media Relations Manager

QUESTIONS?

Jay Baer

President, Convince & Convert, Bestselling Author, Youtility

@jaybaer

Heidi SullivanSVP, Digital Content, Cision

@hksully