Content Marketing: PromotionPresented by:
Jordan Kasteler
@JordanKasteler
Content Plan@JordanKasteler
Content Marketing@JordanKasteler
Content Promotion@JordanKasteler
Owned:• Hashtags• Tags• Scheduling
(Social/Email)Earned:
• Share!
Paid:• Social Ads• Search Ads• Paid Syndication
Content Promotion(cont’d)@JordanKasteler
Relationship Marketing & Outreach
@JordanKasteler
Audience Targeting@JordanKasteler
Sharing Motivations• Social Proof• Design & Content
Simplicity/Usability• Value• Additive Images• Headline Curiosity• Action-Oriented Headlines• Benefit-Oriented Content• Need To Know• Positive News• Original & Fresh• Emotional Stories• Self-Expression• Fear of Missing Out• Domain/Author Credibility
@JordanKasteler
Use action words – verbs!Verbs encourage readership and guides them. You can use words like:
• Discover• Find• Get• Learn• Join• See• Read• Etc
Headlines & Descriptions@JordanKasteler
Headlines & Descriptions
Headlines elicit clicks & shares
•Create Curiosity
•Tap into emotions (worry, fear, frustration, anger, etc)
•Set expectations (WIIFM?)Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.
@JordanKasteler
Linking Ease
• Relevant keywords and links only
• Nofollow?
@JordanKasteler
• Make it easy• Narrow options• Make it relevant
Sharing Ease@JordanKasteler
Social Sharing@JordanKasteler
@JordanKasteler
Social Media Channels
Social Media Channels@JordanKasteler
Micro-Content@JordanKasteler
Timing@JordanKasteler
Frequency - Twitter@JordanKasteler
Timing & Frequency - Facebook
@JordanKasteler
Frequency@JordanKasteler
Paid Social@JordanKasteler
@JordanKasteler
Paid Social
International Social
• Local social networks• Localized accounts on int’l social
networks
@JordanKasteler
Contextual Native Advertising
@JordanKasteler
Contextual Paid Ads@JordanKasteler
1. SOCIAL
•High Traffic #s
•High Bounce Rate
•Low Time on Site/Page
•Low Conversion
2. LINK
•More Relevant Traffic
3. SEARCH
•Highly Relevant Traffic
•High Conversion
Traffic Expectations@JordanKasteler
Case Study@JordanKasteler
#1 Article:
•The Social Search Revolution: 8 Social SEO Strategies To Start Using Right Now• 40,000+ unique pageviews
o2,000+ tweetso700+ Likeso550+ Google +1so1,350+ LinkedIn Shares
Case Study@JordanKasteler
• Leverage Like-Minded Communities• E.g. inbound.org
• Share on Google+ to “Public” and Send to relevant Circles.
• Use “Post Activity” and “Ripples” to +1 other shares.
• Share on LinkedIn Groups• Submit to: StumbleUpon, Delicious, Reddit• Follow up on Comments. • Thanks Influencers for Shares
Case Study@JordanKasteler