paid and unpaid content promotion and distribution methods that actually work from #cmworld
TRANSCRIPT
@TwitterHandle • #CMWorld
Paid and Unpaid ContentPromotion and Distribution
That Actually WorkChad PollittCo-founder, VP of Audience, Relevance@ChadPollitt
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld
Chad PollittCo-founder, VP of AudienceRelevance
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
AGENDA① Channels of Content Promotion ② Paid Media③ Native Do’s④ Unpaid (Earned) Media
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Research is the key to building a
successful overall content strategy
that includes promotion
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AGENDA
@TwitterHandle • #CMWorld
1 Channels of Content Promo
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication Sponsored Content
Programmatic Native
Native Social
Native Email
Press Releases
Paid Syndication
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Media Relations
Influencer Marketing
Bylined Articles
Earned Syndication Sponsored Content
Programmatic Native
Native Social
Native Email
Social Media
Press Releases
Paid Syndication
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Don’t Forget Your Promise…
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AGENDA
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2 Paid Media
@ChadPollitt • #CMWorld
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AGENDA
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1:5creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
DENIAL
ANGER BARGAINING
DEPRESSION
ACCEPTANCE
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DENIAL
ANGER BARGAINING
DEPRESSION
ACCEPTANCEX
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@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Image credit: Storygize
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Image credit: Storygize
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Agency/Brand
Native 1.0: Many Point SolutionsInspired by: inPowered
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Native 2.0: Single Platform/Programmatic
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Managed Services Technology
Agency/Brand
Image credit: inPowered
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Agency/Brand
Native 2.0: Single Platform/ProgrammaticInspired by: inPowered
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native 2.0: Sponsored Content
Managed Services Technology
Agency/Brand
Inspired by: inPowered
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native 2.0: Sponsored Content
Agency/Brand
Inspired by: inPowered
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AGENDA
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$59Bon native advertising annually by the year 2018
Adyoulike
brands are forecasted to spend over
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AGENDA
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3 Native Do’s
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
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Context
Audience
Day-Parting
Device Type
Geo-Location
Weather
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32 years oldLives in New York City
Interested in: bath time
SUGGESTED BID:
$0.01-$0.03
32 years oldLives in New York City
Interested in: first-time moms
SUGGESTED BID:
$0.38-$0.72
Image credit: Keywee
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Audience ScoreTeething 0.056midwife 0.038afternoon nap 0.036Toddler bed 0.036pediatrician 0.026Peppa Pig 0.024Funnel cake 0.024bath time 0.023greys anatomy 0.018 Audience Score
Baby teeth 0.046Toddlers 0.037Soccer mom 0.034Sponge Bob 0.026
Image credit: Keywee
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Peppa Pig: $0.03
bath time: $0.01
teething: $0.04
Image credit: Keywee
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
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Share of Voice
Brand Awareness
Conversions
Subscribers, Inquiries, Leads
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Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $20,435.00
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Channel Analysis
Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique VisitorsFacebook $600 $613 1103 $0.56 645
LinkedIn $1,550 $1,458 249 $5.90 212
Twitter $1,600 $1,582 1508 $1.11 108
Outbrain $750 $450 728 $0.62 704
Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/LeadFacebook $1.10 1 $613.04 3 $204.35
LinkedIn $7.94 0 NA 1 $1,457.90
Twitter $16.28 0 NA 0 NA
Outbrain $0.64 1 $449.95 8 $56.24
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
2. Programmatic native ad units are.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
2. Programmatic native ad units are.
3. Use native social media with only your best performing
content.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
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AGENDA
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1/16thof the actions you pay for onsocial mediaKeywee
website traffic can be as little as
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
5. Do experiment
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AGENDA
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nothingfor likes, shares, clicks,follows, favorites, etc.Larry Kim, Founder, Wordstream
shared sponsored social media posts cost
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
5. Do experiment
6. Pay attention to creative
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Image credit: Storygize
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AGENDA
@TwitterHandle • #CMWorld
4 Unpaid (Earned) Media
@ChadPollitt • #CMWorld
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800+ incremental leads in 14 days from one mention on Inc.com
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AGENDA
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How Rodon Beats Chinese Pricing
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The Rodon GroupEarned coverage from virtually every major media outlet
“Cheaper than China” Ebook
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The Rodon Group
…BECAUSE of an in-person
endorsement from the POTUS
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Great content, influencer marketing and coverage
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AGENDA
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The Greatest Hoodie Ever Made
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American GiantEarned coverage from Slate.com and Esquire
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AGENDA
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15 to 20xincrease in production and still barely met demandInc.com
forced a
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AmericanGiant
Very difficult toget media coverage
for a product, but Bayard Winthrop
pulled it off
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Great product andstory with media
outreach
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AGENDA
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Content promotion that drove eight-digits of incremental revenue
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TeradataEarned coverage from 46 media outlets and trade publications
“Big Data Marketing Hero” Ebook
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Over 3 million media impressions
25% landing page conversion rate
30 global brand prospect meetings
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TeradataA researched-
backed owned, paid and earned media
blitz drove 36x return on investment
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Great research, content, media outreach
and amplification
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AGENDA
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5 Takeaways
@ChadPollitt • #CMWorld
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AGENDA
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TAKEAWAYS① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS① Converging the owned, earned and paid media channels
is the most impactful promotion strategy② Third parties (managed services technology) provide more
scale for native advertising efforts
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS① Converging the owned, earned and paid media channels
is the most impactful promotion strategy② Third parties (managed services technology) provide more
scale for native advertising efforts③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS① Converging the owned, earned and paid media channels
is the most impactful promotion strategy② Third parties (managed services technology) provide more
scale for native advertising efforts③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative④ Great content with media/influencer outreach is a recipe
for success
@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Special OfferGetting the Most Out ofYour Content MarketingUsing Paid Media
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