market your marketing: driving discovery of your content
Post on 14-Sep-2014
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This is the slide deck from the November 14 webinar hosted by Vertical Measures (@verticalmeasure) #VMwebinarTRANSCRIPT
Marketing Your Marketing: How to Drive Discovery of Your Content
Sarah Skerik VP Content Marketing
PR Newswire
Marketing Your Marketing: How to Drive Discovery of Your Content
Sarah Skerik VP Content Marketing
PR Newswire
Hello.
For the Twitterers among us: I’m @sarahskerik of @prnewswire, and our hosts today are @verticalmeasure.
(Their CEO @ArnieK shares a lot of great stuff too!)
Overview
• Evolution of media• Subsequent changes
in buyer behavior • Conversational
search & the social media connection
• Tactics for driving content discovery
@sarahskerik @prnewswire
For news & info traditional media have lost to digital.
@sarahskerik @prnewswire
@sarahskerik @prnewswire
We’re looking for really granular stuff
@sarahskerik @prnewswire
And we’re OK with branded content.
Excerpt from Sharethrough infographic
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And audience behavior has changed…
B2B customers contact a B2B customers contact a sales rep only after sales rep only after 70% of 70% of the purchase decision the purchase decision has has been made. – been made. – Sirius Decisions Sirius Decisions 2012 2012
@sarahskerik @prnewswire
The new marketing reality:We’re competing for finite
audience attention against an infinite ocean of content.
@sarahskerik @prnewswire
@sarahskerik @prnewswire
Social popularity drives content visibility in search engines.
@sarahskerik @prnewswire
TACTICS FOR DRIVING DISCOVERY
Ripped from the headlines! (… and the Twitter feeds)
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Popular stories = audience preferences
From EETimes.com
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Using the attention current events generate
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@sarahskerik @prnewswire
Pro tip: These are trackable URLsPro tip: These are trackable URLs
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Tie thought leadership to timely events
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Promoting blog posts drove increases in visitors, visits and views.
@sarahskerik @prnewswire
Use editorial calendars to guide your content calendar in terms of both TOPICS and TIMING
Leverage sponsored/owned content
The most interesting aspect of your research/study/white paper is your news hook.
@sarahskerik @prnewswire
@sarahskerik @prnewswire
Market your marketing: distribute the content you publish.
@sarahskerik @prnewswire
Content distribution seeds visibility within new audiences
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Find the people who care, and get connected.
@sarahskerik @prnewswire
@sarahskerik @prnewswire
Interested influencers will amplify & extend your story.
Use free PR sites – judiciously.
• Focus on different message elements – no duplicate content!
• It’s about the content not links
• Use trackable links
CAVEAT• Beware an emphasis on
SEO• Look for no follow link
attributes
Balance time & effort against results.
Did you get any Clicks? Shares? Results? Anything?
Mind the long tail!
Granular search means more qualified interest will build over time.
And if you do a good job of surfacing content in relevant ways, the tails will grow longer and longer.
Formatting tips that my-hand-to-my-hand-to-GodGod will improve your message visibility.
• Keep them short. Why? – Our data. (80-130)– Search engines (65) – Remember that AP
slide? (80)– Twitter (100)
• Use a subhead to keep peers happy.
Headline length REALLY matters.
@sarahskerik @prnewswire
Shoot for about 100 characters in your headline, and lead with the most important ideas (or keyword.)
Employ multimedia elements.
• Visuals have their own distribution networks
• Visuals draw eyeballs• Algorithms value
visuals• People like pictures. • Better results accrue
@sarahskerik @prnewswire
Dump the speed bump. Give the reader a reason to keep reading.
September 11, 2013/Cleveland/ -- XYZ Corporation, a leading global provider of world-class, end-to-end cross-platform scalable enterprise cloud solutions designed to deliver comprehensive process-improvement outcomes for customers in various vertical sectors including manufacturing, mining and procurement today announced …
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Format content deliberately to maintain (and re-capture) attention
@sarahskerik @prnewswire
@sarahskerik @prnewswire
Embed a CTA near the top of the page.
Link strategically. Think reader service, not SEO. •Link to profiles of key people quoted in the message. •Embed calls to action for prospects
@sarahskerik @prnewswire
Keywords aren’t just search friendly, they’re relatable.
200%200%!!
@sarahskerik @prnewswire
Final thoughts
From your calendar to your content, build an element of distribution into every information component you publish.
Driving ongoing discovery of your content is crucial.
@sarahskerik @prnewswire
Thank you! Sarah Skerik
Vice president of content marketing, PR Newswire• @sarahskerik • Linkedin.com/in/sarahskerik
Discovery is a recurring theme on the PR Newswire
blog. Stay up to speed with my latest experiments:
http://blog.prnewswire.com/tag/discovery/
http://promotions.prnewswire.com/discover.html
QUESTIONS?
Contact: 888-476-1881www.VerticalMeasures.com
How Changes in SEO Will Affect your Website in 2014 and BeyondPresenter: Mike Huber, VP of Client Solutions, Vertical Measures
Learn about:•Recap of Google 2013 updates and their impact and significance.•Steps to take to mitigate negative impact of these updates.•How you maintain and/or increase your website traffic for 2014•Specific action steps you can take to grow traffic.•How SEO will change for 2014 and beyond.
Check out our website at www.verticalmeasures.com/webinars for registration information.
12DEC
11am PST2pm EST