beyond manual outreach: leveraging all distribution channels for your content
DESCRIPTION
They say content is king, but really, distribution is queen and she wears the pants. If you're relying solely pitching publishers via email and crossing your fingers, there are a lot of opportunities awaiting to get your content seen. Learn 43 tips that teach you how to distribute content via earned, owned, and paid media channels in order to amplify your brand and become famous.TRANSCRIPT
BEYOND MANUAL OUTREACH:How to Leverage All Distribution Channels
Adria Saracino
@adriasaracino#SEARCHLOVE
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total visits: 322K
social shares: 3,300@adriasaracino
#SEARCHLOVE
@adriasaracino#SEARCHLOVE
social shares: 110K
total visits: 1.8M
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total visits: 116K
social shares: 26K
@adriasaracino#SEARCHLOVE
site mentions: 8
social shares: 34
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site mentions: 11
social shares: 90
@adriasaracino#SEARCHLOVE
# emails sent: 50
distribution methods: 1
@adriasaracino#SEARCHLOVE
# emails sent: 91
distribution methods: 1
@adriasaracino#SEARCHLOVE
Content is king…“
@adriasaracino#SEARCHLOVE”
Content is king…but distribution is queenand she wears the pants.
– Jonathan Perelman, Buzzfeed“
@adriasaracino#SEARCHLOVE
source
@adriasaracino#SEARCHLOVE
search engines
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
@adriasaracino#SEARCHLOVE
search engines
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
@adriasaracino#SEARCHLOVE
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@adriasaracino#SEARCHLOVE
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@adriasaracino#SEARCHLOVE
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43 WAYS TO GETYOUR CONTENT SEEN
@adriasaracino#SEARCHLOVE
PPC
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
@adriasaracino#SEARCHLOVE
PPC
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
theaters
blogs
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
@adriasaracino#SEARCHLOVE
GROUP ONE: OWNED MEDIA
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1
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Use tools to split test headlines
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1
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Use tools to split test headlines
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2
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Make it easy for readers to share
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3
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Test social CTAs within content
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4
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Optimize which CTAs to include
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5
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Install Open Graph Meta Protocol
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6
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Use Facebook Connect
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7
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Setup retargeting cookies
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8
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Apply dynamic retargeting to email
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9
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See who embedded your videos
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OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
GROUP TWO: PAID MEDIA
● PPC
● Social media
● Influencer partnerships
● Native advertising
PAID MEDIA OUTLETS
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Pay-Per-Clickimage source
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10
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Prepare for ongoing management
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11
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Remember to setup exclusions
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12
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Remember to set time limits
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13
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Leverage engagement ads
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14
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Promote your G+ page
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15
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Don’t miss out on retargeting
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16
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Use custom lists to target
users who completed a certain action
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17
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Use custom combo lists to
target users who visited specific pages
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18
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Try tools like Resonance
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Paid Social Mediaimage credit
@adriasaracino#SEARCHLOVE
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20
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Embrace the creepiness of Facebook
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21
* All logos link to company site
Use tools to understand your audience
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21
Use tools to understand your audience
* All logos link to company site
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22
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Target users by job title
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23
resourceresource
Create custom audiences on Facebook
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24
Target purchasers with related content
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25
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Create lookalike audiences on Facebook
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26
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Create lookalike audiences
based off users who visited content
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27
Create high affinity target groups
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28
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Keep an eye on FBNewswire
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29
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Use Twitter cards
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30
sourcesource
Hell, skip the content promo
& go straight to the buy
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32
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Run ads on competing YouTube channels
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Influencer Partnershipsimage credit
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33
Use tools that connect you with bloggers
* All logos link to company siteadditional tools
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34
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Think beyond website coverage
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35
Setup retargeting pixel on blogger’s site
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Native Advertisingimage credit
”A form of paid media in which the ad integrates seamlessly with the content and UX of the site in which it’s placed.
– Sharethrough“@adriasaracino
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@adriasaracino#SEARCHLOVE
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@adriasaracino#SEARCHLOVE
@adriasaracino#SEARCHLOVE
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$50,000
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$50,000
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@adriasaracino#SEARCHLOVE
36
Leverage content distribution platforms
* All logos link to company site
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37
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Keep an eye on Google
IS OUTREACH DEAD?
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social shares: 110K
total visits: 1.8M
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@adriasaracino#SEARCHLOVE
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THE #KLONTZINATOR @Britt_Klontz
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OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
GROUP THREE: EARNED MEDIA
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38
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Identify writers with amplification potential
1
2
3
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39
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Target bloggers that already follow you
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40
resource
Use MailChimp to find similar email lists
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BY ALL MEANS
TELL ME MORE ABOUT THE CONTENT YOUR COMPANY CREATEDsource
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?
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SPENDS WEEKS TRACKING YOU DOWN
THEN CALLS IT SERENDIPITY.image credit
total visits: 322K
social shares: 3,300@adriasaracino
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total cost: $800@adriasaracino
#SEARCHLOVEsource
@adriasaracino#SEARCHLOVE
total cost: $800source
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made us a credible sourcesource
@jsedmond
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OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
OUTREACH ON STEROIDS
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41
Use tools to find publishers
* All logos link to company site
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41
Use tools to find publishers
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@adriasaracino#SEARCHLOVE
42
Target editors via LinkedIn
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42
Target editors via LinkedIn
source
@adriasaracino#SEARCHLOVE
43
Target editors via Facebook
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@adriasaracino#SEARCHLOVE
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
@adriasaracino#SEARCHLOVE
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
THANK YOU.