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Transcript of PUBCON 2014 - Content Promotion - Larry Kim, WordStream
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Building Your Brand With Content Promotion!
Larry Kim (@larrykim)Founder/CTO, WordStream, Inc.March 18, 2014
Everyone’s Jumping on the Content Bandwagon
Previous Best Practices Become Outdated
Warning: Lots of Information Ahead!
Epiphany #1:SEO is Terrible
for Brand Building
Organic Search Success?
• Blog does 600k Uniques / Month, +8.4% / month.
Larry Kim (@larrykim) #wordstream #pubcon
SEO Success! (Or.. not?)
Larry Kim (@larrykim) #wordstream #pubcon
Problem 1: Low Visitor Engagement
Larry Kim (@larrykim) #wordstream #pubcon
Problem 2: Virtually No Branded Searches
Larry Kim (@larrykim)
So Actually …
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #2:Build Your Brand with
Content Promotion!
Content Promotion Case Study
• +10,000 Press Pick-ups, +10M Pageviews• Huge Brand Exposure!!
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #3:Start With The
End In Mind
Create Methodological Plan to Succeed
Larry Kim (@larrykim) #wordstream #pubcon
Our Big Idea!
Larry Kim (@larrykim) #wordstream #pubcon
“So What” Factor (Your Hook)
Type of Publication
Example Publications Hook / Angle
Business WSJ, Motley Fool, Etc. Do FB Ads Work?
Technology Wired, TheNextWeb, Techcrunch, etc.
Who Actually Clicks on FB Ads?
Small Business Small Biz Trends, Inc. Magazine, Entrepreneur
Are FB Ads Effective Grow My Small Business?
Marketing Search Engine Land, Marketing Profs, etc.
How FB ads Compare to GOOG Display ads?
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #4:Promote Your
Content!(It’s more work than you think)
Use Twitter for Pitching Media
Larry Kim (@larrykim) #wordstream #pubcon
Pitch Influencers, Too.
Larry Kim (@larrykim) #wordstream #pubcon
Include Visual Assets
Larry Kim (@larrykim) #wordstream #pubcon
Pinterest Pretty Effective!
Larry Kim (@larrykim) #wordstream #pubcon
Follow Up Stories!
Larry Kim (@larrykim) #wordstream #pubcon
Pay Up!
Larry Kim (@larrykim) #wordstream #pubcon
Promoted Posts on Twitter & Facebook
Larry Kim (@larrykim) #wordstream #pubcon
Use Remarketing on Google Display Network
92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore 1000 sites
Doubleclick ad exchange
• Hundreds of premium publishers, with hundreds of millions of ad placements available every day
Google O&O properties
YouTube
• 1B+ video views/day
• 2nd largest search engine
• 5% of all online time spent
Google sites
• Finance
• Blogger 8.1M
Display Network
Larry Kim (@larrykim) #wordstream #pubcon
Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users
Reach them frequently
Of the typical remarketing audience, find
Reach them on between As they visit 20 or more pages on a typical day across
84%…within a month
10-18 days… or more out of the month
5-10 sites… of which all pages and
sites have ad space available to Google Display Network buyers
Larry Kim (@larrykim) #wordstream #pubcon
Seriously, Use Remarketing.
• 43 Million Ad Impressions in a typical month
• Display Ads = 50% of PPC Spend
Larry Kim (@larrykim) #wordstream #pubcon
Repurpose & Syndicate Content
Larry Kim (@larrykim) #wordstream #pubcon
Don’t Forget Television and Radio!
Larry Kim (@larrykim) #wordstream #pubcon
Target International Press!
Larry Kim (@larrykim) #wordstream #pubcon
Domino Effect of Content Promotion
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #4:Build
Relationships with Influential
People
Dan Barker’s Tweet
Larry Kim (@larrykim) #wordstream #pubcon
I Drove The Press Coverage of That Tweet
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #5A Note on Article
Quality vs. Quantity
Quality Articles Win By a Landslide
4% of My Articles Generate Nearly Half the Page Views. How?
Larry Kim (@larrykim) #wordstream #pubcon
Article Quality vs. Quantity.
1. 4% of content gets 85% of the social shares.
2. 5% of content get +95% of the high value links
3. So … Don’t Bother with all the Crap Content.
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #6Be The Expert
Become a Columnist
• #1 Columnist at Search Engine Land in 2013• Over 400 articles on Search Marketing in 2013
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #7A Note on Effort & Skill Required.
Is This Really Possible?
You Can Do It!
Larry Kim (@larrykim) #wordstream #pubcon
Epiphany #8What’s the
Benefit of all this Content
Promotion Work?!
Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
Larry Kim (@larrykim) #wordstream #pubcon
Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
Larry Kim (@larrykim) #wordstream #pubcon
Direct Traffic
Larry Kim (@larrykim) #wordstream #pubcon
• TRIPLED!!!
Content Promotion: Light Our Darkest Hour!!
Larry Kim (@larrykim) #wordstream #pubcon
Your Questions
Thank You PUBCON!Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Larry [email protected]://twitter.com/larrykim
Larry Kim (@larrykim) #wordstream #pubcon