Content Promotion & Distribution: An Introduction

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Content Promotion and Distribution

Transcript of Content Promotion & Distribution: An Introduction

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Content Promotion and Distribution

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Hey! I’m Emily.

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This is Lucy.

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“Who considers themselves to beinvolved in a ‘community’?

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Content fuels social media, search engine optimization,

pay-per-click, etc. etc.

But at the core of content marketing, we’re building a

community.

Content Marketing & Communities

Going out to WHERE your audience spends timeand leading them to YOUR community is vital.

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“When do you start thinking about your promotion and distribution

strategy?

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Long form content needs supporting shorter content

Visual content needs a variety of share images

Crafting Purposeful Content

Ask yourself:Where does this piece of content hit in the buying cycle?What data do I need to properly target?What pixels and custom URLs need to be created and

implemented?What lead capture is the content pointing to?

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PROMOTION DISTRIBUTION

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If you don’t plan promotion and distribution strategy for a given

piece of content,

don’t even bother creating it.

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PROMOTIONBeginner, intermediate, and advanced promotion tactics you can use today.

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“Do the employees of your company know about your content efforts?

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1136%Increase in reach with

one or more engagements

713%Increase in reach with

three or more engagements

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Email updates to your social advocates.

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Links to company’s

shares

Sample share copyContent URL

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“Are you retargeting your visitors from Outbrain Amplify?

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Manage Content > Add Multiple Content URLs + Titles >

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Image Best Practices

Not great Better!

• Text heavy• No image or

blurry images

• Singular focus• Strong image

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Title Best Practices

Yep, numbered lists still work.

But, questions followed by a

clear CTA perform just as well. (Sometimes

better.)

Don’t be afraid to go long! Outbrain

suggests anywhere

between 40 and 100 characters.

#

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Campaigns need to run for at least 3 weeks to see peak performance.

Don’t be afraid to adjust!

We’ve seen improved CPC with early bid optimizations.

Bidding and Duration Best Practices

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Campaign Settings >

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Campaign Settings >

Identifying sessions from your promoted content is a great place to start, but you need to go a step further.

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<script language='JavaScript'>var OB_ADV_ID=8332;var scheme = (("https:" == document.location.protocol) ? "https://" : "http://");var str = '<script src="'+scheme+'widgets.outbrain.com/obtp.js" type="text/javascript"><\/script>';document.write(str);</script>

Outbrain will create a conversion tracking pixel for you.

Conversion Tracking

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Just copy + paste it into your site editor.(Or kindly ask your developer if he/she can assist.)

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Add the remarketing tag to

your website

Remarketing in Google Display Network

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Shared Library > Audiences

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Add the remarketing tag to

your website

Create remarketing list

Remarketing in Google Display Network

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Shared Library > Audiences > +Remarketing List

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Add the remarketing tag to

your website

Create remarketing list

Build remarketing

campaigns that use your lists

Remarketing in Google Display Network

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“Are you taking full advantage of Facebook Custom Audiences?

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Install the Pixel Configure Audience Rules

Create an Ad

Setting Up Facebook Custom Audiences

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Find your Custom Audience pixel

Installing the Pixel

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Ads Manager > Custom Audience Pixel > Create a Pixel

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Find your Custom Audience pixel

Select and then copy the entire pixel code

Paste the Custom Audience pixel into every page of your website

Installing the Pixel

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Just copy + paste it into your site editor.(Or kindly ask your developer if he/she can assist.)

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Give your Audience a Name and Description

Configuring Audience Rules

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Don’t neglect your audience titles!

Figure out a structure you can apply to all of the audiences you create.

For example:Site Visitors – All Website – 30 Day Window

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Give your Audience a Name and Description

Set a rule to shape your Audience

Configuring Audience Rules

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Rules are a great tool to segment your custom audience even further.

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Give your Audience a Name and Description

Set a rule to shape your Audience

Add a retention window

Configuring Audience Rules

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Open Power Editor or Ads Manager

Creating Your Ad

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Open Power Editor or Ads Manager

Click Create Ad

Creating Your Ad

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Videos view campaigns are great if you want people to VIEW THE VIDEO.

i.e. if you use a video as your imagery in a clicks to website campaign, you won’t experience the same results.

However, we’ve seen that boosting a post on your timeline with a video actually gets you more views than running that same video through a video views campaign.

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Open Power Editor or Ads Manager

Click Create Ad

In the Audience section, select your Audience

Creating Your Ad

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Open Power Editor or Ads Manager

Click Create Ad

In the Audience section, select your Audience

Continue creating your ad

Creating Your Ad

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Get creative with multiple image ads!

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Lookalike Audiences

Reach people who are similar to your various custom audiences.

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Tools > Audiences > Create Audiences >Create a Lookalike Audience

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DISTRIBUTIONThree tactics everyone should use

today.

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“Are your content creatorsreblogging on LinkedIn?

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Huge network at your fingertips:

- Connections- Followers- Pulse- Updates

Content searchable by keyword in LinkedIn’s post search box.

LinkedIn Posts

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Blog Results:

- 71 page views- 14 shares (via LinkedIn)- 0 comments

LinkedIn Results:

- 7,796 views- 420 post likes- 67 comments

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Drop a note at the bottom of the post letting the readers know where the original content was published:

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“Do you submit your visual content to aggregators?

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Content Aggregators

Make a submission process you can repeat every time visual content goes live.

Include ‘social networks’ that you may not post on frequently.

ALL visual content deserves additional distribution!

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“Are you taking full advantage ofLinkedIn SlideShare?

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LinkedIn SlideShare as Lead-Gen

Capture leads at a specified point in your SlideShare content.

Customize lead form questions, select targeting and lead form placement.

Promote to increase conversions and load leads into your marketing automation system.

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Collect Leads With SlideShare

Select your content

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Collect Leads With SlideShare

Select your content

Customize Lead Form

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Collect Leads With SlideShare

Select your content

Customize Lead Form Review

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PROMOTION DISTRIBUTION

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Employee Engagements

Maximize Outbrain Amplify ROI

Use Facebook Custom Audiences

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ContentAggregators

LinkedInReblogging

SlideShare Lead Capture

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WITH YOUR CONTENT PROMOTION AND

DISTRIBUTION!

Get out there and

SMASH FACES

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YOU are AMAZING.

You can find me:

@realemilylouisa [email protected] @lucy_the_yorkie