paid and unpaid content promotion and distribution methods that actually work from #cmworld

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@TwitterHandle #CMWorld Paid and Unpaid Content Promotion and Distribution That Actually Work Chad Pollitt Co-founder, VP of Audience, Relevance @ChadPollitt @ChadPollitt • #CMWorld

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Page 1: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

Paid and Unpaid ContentPromotion and Distribution

That Actually WorkChad PollittCo-founder, VP of Audience, Relevance@ChadPollitt

@ChadPollitt • #CMWorld

Page 2: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

Chad PollittCo-founder, VP of AudienceRelevance

@ChadPollitt • #CMWorld

Page 3: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

AGENDA① Channels of Content Promotion ② Paid Media③ Native Do’s④ Unpaid (Earned) Media

@ChadPollitt • #CMWorld

Page 4: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 5: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Research is the key to building a

successful overall content strategy

that includes promotion

Page 6: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

1 Channels of Content Promo

@ChadPollitt • #CMWorld

Page 7: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 8: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Media Relations

Influencer Marketing

Bylined Articles

Earned Syndication

Page 9: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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

Page 10: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Media Relations

Influencer Marketing

Bylined Articles

Earned Syndication Sponsored Content

Programmatic Native

Native Social

Native Email

Email

Social Media

Press Releases

Paid Syndication

Page 11: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 12: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Don’t Forget Your Promise…

Page 13: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

2 Paid Media

@ChadPollitt • #CMWorld

Page 14: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

1:5creation to distribution ratio

Ben Young, CEO, Nudge

television advertising has a

Page 15: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 16: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

DENIAL

ANGER BARGAINING

DEPRESSION

ACCEPTANCE

Page 17: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

DENIAL

ANGER BARGAINING

DEPRESSION

ACCEPTANCEX

Page 18: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 19: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 20: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Image credit: Storygize

Page 21: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Image credit: Storygize

Page 22: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 23: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 24: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Agency/Brand

Native 1.0: Many Point SolutionsInspired by: inPowered

Page 25: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld

Native 2.0: Single Platform/Programmatic

@ChadPollitt • #CMWorld

Managed Services Technology

Agency/Brand

Image credit: inPowered

Page 26: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Agency/Brand

Native 2.0: Single Platform/ProgrammaticInspired by: inPowered

Page 27: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Native 2.0: Sponsored Content

Managed Services Technology

Agency/Brand

Inspired by: inPowered

Page 28: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Native 2.0: Sponsored Content

Agency/Brand

Inspired by: inPowered

Page 29: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

$59Bon native advertising annually by the year 2018

Adyoulike

brands are forecasted to spend over

Page 30: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

3 Native Do’s

@ChadPollitt • #CMWorld

Page 31: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Native Do’s

1. Target wisely

Page 32: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Context

Audience

Day-Parting

Device Type

Geo-Location

Weather

Page 33: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

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

Page 34: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

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

Page 35: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Peppa Pig: $0.03

bath time: $0.01

teething: $0.04

Image credit: Keywee

Page 36: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Native Do’s

1. Target wisely

2. Write logical and attainable goals

Page 37: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Share of Voice

Brand Awareness

Conversions

Subscribers, Inquiries, Leads

Page 38: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Native Do’s

1. Target wisely

2. Write logical and attainable goals

3. Measure what matters

Page 39: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 40: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 41: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 42: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 43: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 44: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 45: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 46: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 47: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 48: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 49: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 50: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 51: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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.

Page 52: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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.

Page 53: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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.

Page 54: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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

Page 55: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

1/16thof the actions you pay for onsocial mediaKeywee

website traffic can be as little as

Page 56: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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

Page 57: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

nothingfor likes, shares, clicks,follows, favorites, etc.Larry Kim, Founder, Wordstream

shared sponsored social media posts cost

Page 58: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@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

Page 59: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Image credit: Storygize

Page 60: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

4 Unpaid (Earned) Media

@ChadPollitt • #CMWorld

Page 61: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

800+ incremental leads in 14 days from one mention on Inc.com

Page 62: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

How Rodon Beats Chinese Pricing

Page 63: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

The Rodon GroupEarned coverage from virtually every major media outlet

“Cheaper than China” Ebook

Page 64: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

The Rodon Group

…BECAUSE of an in-person

endorsement from the POTUS

Page 65: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Great content, influencer marketing and coverage

Page 66: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

The Greatest Hoodie Ever Made

Page 67: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

American GiantEarned coverage from Slate.com and Esquire

Page 68: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

15 to 20xincrease in production and still barely met demandInc.com

forced a

Page 69: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

AmericanGiant

Very difficult toget media coverage

for a product, but Bayard Winthrop

pulled it off

Page 70: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Great product andstory with media

outreach

Page 71: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Content promotion that drove eight-digits of incremental revenue

Page 72: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

TeradataEarned coverage from 46 media outlets and trade publications

“Big Data Marketing Hero” Ebook

Page 73: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Over 3 million media impressions

25% landing page conversion rate

30 global brand prospect meetings

Page 74: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

TeradataA researched-

backed owned, paid and earned media

blitz drove 36x return on investment

Page 75: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Great research, content, media outreach

and amplification

Page 76: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

5 Takeaways

@ChadPollitt • #CMWorld

Page 77: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

TAKEAWAYS① Converging the owned, earned and paid media channels

is the most impactful promotion strategy

@ChadPollitt • #CMWorld

Page 78: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 79: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 80: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #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

Page 81: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Page 82: Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld

Special OfferGetting the Most Out ofYour Content MarketingUsing Paid Media

bit.ly/native-advertising-manifesto