Promoting Content to Get More Views and Leads
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1. The document discusses challenges with content distribution and measurement. It suggests creating content in different formats like articles, blogs, videos, pictures and slideshows on topics that perform well like how-to guides, lists, interviews and reviews. 2. It recommends designing content for mobile and optimizing creatives with headlines, keywords and calls to action to increase click-through rates. Distribution channels mentioned include social media, syndication partners and paid content discovery platforms. 3. Metrics for success include web traffic, social shares, leads and measuring content across planning, creating, promoting and optimizing.
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Promoting Content to Get More Views and Leads
- 1. Nobody Views Your Content (Here’s How to Fix This) A Fireside Discussion with Taboola and Scripted
- 2. Who We Are Eric MacColl Marketing Director Scripted.com Andrew Milk Director of Sponsored Content Taboola.com The new way to create original content
- 3. Distribution Challenges • Cost • Scale • Measurement
- 4. YouTube channels Brand microsites Distribution through Content Discovery Blogs
- 5. Articles/Blogs Pictures/Slideshows • Tips & tricks • Ordered lists • Industry secrets • Earned media • Positive reviews • Before & after • Celebrity • Food recipes • Fashion & style ideas • Funny/unbelievable • How-to… • Behind-the-scenes • Exclusive interviews • Authentic, funny What Kind of Content Works Best? Videos
- 6. DESKTOP TV MOBILE TABLET Design Content for Mobile Consumption
- 7. Increase CTR -- Creative Optimization
- 8. Increase CTR -- Creative Optimization
- 9. Headlines Are (Almost) Everything The new way to create original content 1. Who Else Wants [blank]? 2. The Secret of [blank] 3. Here is a Method That is Helping [blank] to [blank] 4. Little Known Ways to [blank] 5. [Do something] like [world-class example]
- 10. Headlines Are (Almost) Everything The new way to create original content
- 11. Achieving Scalability -- KPIs & Measurement
- 12. Content Marketing Challenges The new way to create original content
- 13. The new way to create original content Content Marketing is More Than Creation Planning Creating PromotingMeasuring Optimizing
- 14. B2B Success Metrics The new way to create original content Good: Web Traffic + Social Shares + SEO Rankings Best: Lead Quality, Opportunity Quantity, and Pipeline
- 15. The Layers of Written Content Thought- leadership Long-form content Newsworthy/trend content Evergreen content The new way to create original content Data-driven articles, eBooks, webinars Expert Interviews, case studies ExOp-Ed, day-of articles How-to articles, Liscticles, 5 Ways to...
- 17. Scripted’s Themes The new way to create original content November: Audience Development
- 18. Content Types The new way to create original content “We all have different appetites and different attention spans.” - Andy Smith, The Dragon Fly Effect
- 19. 2014 and Content The new way to create original content • Social media is most common content (87%) • Blog content (76%) • Case studies (73%)
- 20. Distribution Channels 1. Organic Social Media 2. Syndication Partners 3. Guest Publications 4. Newsletter/Email 5. Sponsored Syndication 6. Paid Social Media 7. Paid Content Discovery The new way to create original content
- 21. Questions? Eric MacColl Marketing Director Scripted.com eric@scripted.com @marketingeric The new way to create original content Andrew Milk Director of Sponsored Content Taboola.com milk@taboola.com
Notas del editor
- When choosing either a free or paid content distribution channel, there are some thing to consider: First, there’s of course the cost, and whether you are comfortable with a CPC or CPA model?Then you need to consider whether a distribution method offers the scale you requireAnd you need to be able to track & measure your results to calculate your ROI. This can be particularly tricky with some distribution options. For instance, you can’t track CPA using LinkedIn promoted content
- One increasingly popular paid option for content distribution is content discovery or recommendation, which is a form of native advertising that presents highly-targeted text and/or video content to individual readers based on their behavior and the context of the page With content recommendation, you can drive engaged traffic from premium publisher sites to your blogs, microsites, and YouTube content.When properly executed, content recommendation works because it reaches targeted readers when they’re eager to consume more content... instead of interrupting them.There are several formats for these kinds of native ads, but they are typically very visually engaging with simple, sometimes provocative headlines
- When choosing content to promote, keep your target audience in mind—provide real value! Here are some types of content we’ve found work well. As you’re considering the type of content to produce, keep in mind that you’ll get the biggest brand lift and ROI from content that gets shared in social media.
- Consumers are rapidly moving to mobile devices, so it’s important that your content is designed to be consumed in various formats, and that the content distribution platform you choose supports mobile natively.
- Just like in any well-executed marketing initiative, it’s important for both advertisers and publishers to establish KPIs and test all aspects of their content to see what produces the best results (various headlines, different graphics, etc.). The best content recommendation engines have a built-in process for continuous optimization and results tracking.
- Most challenges are lack of budget, time…
- Segmented by CONTENT TYPE, even though you want to maintain the quality, content there’s still a hierarchy based on the content’s value to your audience. The hypothesis behind this pyramid is the higher the quality of your content, the higher your ROI is. Evergreen content you need to have it. It’s your base, it answers basic questions and it’s engaging. Next level is more responsive and timely. It’s more relevant and time sensitive, but not necessarily longer. Long-form content, interview, case studies you shouldn’t be publishing everyday. They’re more valuable to your audience. Studies show long-form content and thought-leadership content can be cut into shorter pieces. You can think about how to recycle your longer form content. ----- Meeting Notes (11/22/13 10:22) -----bigger pieces of content such as data driven articles and case studies will take more time and resources, will return a larger return of value for your audience. Longer form content tends to have a longer shelf-life, get more links, and allow you to break it up into various short form content to re-use.
- A good marketer segments his content by content type and knows the audience, but the best content marketers also know when their content applies. Breaking your content into this matrix will lead to more qualified customers and a more efficient lead automation cycle.
- High quality content can be maintained throughout the creation process, but you can’t publish a case study, expert interview or eBooks every day. Content types. You may have your themes are story ideas, but how are you going produce those and what’s it going to look like? You might want to always publish the greatest research and case study. Another way to think about it you’ll never receive compliments if you’re dressed to the nines. ----- Meeting Notes (11/22/13 10:22) -----also, your audience may not want to engage in these big pieces of content everyday.
- Ranges from short content, to long-form content, to multi-media content.----- Meeting Notes (11/22/13 10:22) -----To give you quick snapshot of the most commonly used content formats. The main takeawaw here is that there is short form content and long form content.