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
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
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
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.
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
2929
Summary of Findings
Amplification works
Traffic quality varies
Be smart about what/when you amplify
If possible, test/optimize headlines and photos
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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
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