Content Marketing 2.0: How Content Promotion Can REvitalize Your Brand
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Daryl Colwell's presentation at Pubcon Austin 2014 focused on effective content marketing strategies, emphasizing the importance of quality content that generates leads and engages consumers. He outlined key rules, such as creating contextual content and avoiding overly promotional material, stressing the need for a structured approach to content creation and promotion. Colwell also discussed the relevance of content promotion in broadening a brand's reach and maximizing audience engagement through various channels.
![Content Promotion Best Practices
1.
2.
The Sticky Factor — Protect your
brand. Develop organic content that is
relevant to your audience/customers and
keeps your user stuck on your website.
3.
Title/Headline — Keep the brand name
out of it. Use questions that create
intrigue and make the user want to click.
4.
Headline Moderation – Keep the
headline short but interesting.
5.
20
Use Really, Really Good Content —
Blog Posts, Articles, Slideshows, Positive
Reviews, Video Content, etc.
Media Type — Include media type
keywords in headline: [INFOGRAPHIC];
[VIDEO]
www.Matomy.com | @MatomyGroup](https://image.slidesharecdn.com/159-darylcolwell-1-final-140213134517-phpapp01/85/Content-Marketing-2-0-How-Content-Promotion-Can-REvitalize-Your-Brand-21-320.jpg)
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Content Marketing 2.0: How Content Promotion Can REvitalize Your Brand
- 1. Pubcon Regional Austin, January 28, 2014 Content Marketing and Content Audits Daryl Colwell Vice President MediaWhiz © Presentation Copyright by Author, Licensed by Pubcon Inc. USB, Web, and CD Distribution © Copy and Copyright Pubcon 2014 - All Rights Reserved Pubcon ® and Pubconference ® are Registered Trademark of Pubcon Inc. INTENDED FOR PRIVATE USAGE OF PUBCON ATTENDEES - NOT FOR DISTRIBUTION
- 2. Content Marketing 2.0 How Content Promotion Can Revitalize Your Brand Daryl Colwell Matomy Media Group www.Matomy.com | @MatomyGroup
- 3. Agenda 1 2 Getting the Most from Content Marketing 3 Content Promotion 101 4 Content Promotion Industry Landscape 5 The Good, The Bad, The Ugly of Content Promotion 6 2 Content Marketing Basics Q&A www.Matomy.com | @MatomyGroup
- 4. About Me • Oversee business development • 12 years’ experience in performance marketing About My Company — Matomy Media Group • • • • Global performance marketing company Customer acquisition & lead generation Top-5 Affiliate Network, mThink, 2014 Services: Mobile, Social, Video Advertising, Display, Search, SEO, Email, Affiliate • Top-25 Digital Agency, Ad Age, 2012 3 www.Matomy.com | @MatomyGroup
- 5. What is Content Marketing? Content Marketing: • Establishes authority and provides useful information • Should be useful even to someone not interested in buying your product or service • Not disguised as independent editorial • Does not have to run in an editorial environment, like a third-party magazine • Provides value to the consumer. • Is honest and without hyperbole 4 www.Matomy.com | @MatomyGroup
- 6. Content Marketing — The Basics Basic Rules 1. Lead Generation: Your content should generate leads for your business. • Don’t create content just to have content. • Caveat: Don’t create content that is purely sales-driven. 2. Context: Your content needs to be placed in the right venues for the right audiences. 3. Have a Strategy: One-off efforts won’t cut it. Use an editorial calendar to plan content each quarter. 4. Timing: Plan publication of content around customer buying cycle. 5. Factor in Cost: Content marketing is expensive. It’s a long-term investment; not a short-term solution. 6. Make it Creative: Your content needs to bring something new to the consumer. Otherwise, it’s a waste of time and money. 5 www.Matomy.com | @MatomyGroup
- 7. Avoid these Mistakes Being Overly Promotional Taking It to the Extreme Takeaways Takeaways • Don't make tone obviously promotional • Visualize the info • Ensure imagery and graphics fit the content • Back an argument with convincing numbers • Use proportionate sentiment • Inform the consumer; don’t insult or offend them www.Matomy.com | @MatomyGroup
- 8. Avoid these Mistakes Bland Content Misguided Content Takeaways • Make your message interesting and distinctive • Don't just directly turn figures into stats • Use imagination and wit Takeaways • Content needs to fit your brand and that of third-party publisher • Tone and context are important www.Matomy.com | @MatomyGroup
- 9. Getting the Most from Content Marketing Rule #1: Never waste content without offering an “Ask” of some kind “Ask” is more than a “call to action” or intent. It’s a request for a specific action. • • • Mix of soft and hard sell Ask should be reasonable and related to the content Examples of an “Ask”: • Newsletter / blog subscriptions • Free appraisals / audits • White paper download www.Matomy.com | @MatomyGroup
- 10. Getting the Most from Content Marketing “If you’re not putting some kind of hook to future business into your efforts, you’re not content marketing.” – Chris Brogan, Jan. 22, 2013 Source: http://www.chrisbrogan.com/contentmarketing201/ www.Matomy.com | @MatomyGroup
- 11. Getting the Most from Content Marketing Rule #2: Bridge the gap between appeal and consumer action Ask 3 important questions: • • • Where is my audience and where does it find content? What will trigger a consumer action from my content? What triggered my audiences interest in my content? www.Matomy.com | @MatomyGroup
- 12. Getting the Most from Content Marketing Rule #3: Appeal to a broad audience • Don’t just sell to a specific niche or vertical • Remember: your audience is your buyer • Educational content is great but only if it leads further down the sales funnel www.Matomy.com | @MatomyGroup
- 13. Content Promotion 101 Why Content Promotion? • Gives a broad distribution network to your brand’s content and thought leadership • 53% of marketers feel their content fails to resonate with readers • If people don’t see your brand’s content, did it serve a purpose? Source: The Content Standard, September 2013 www.Matomy.com | @MatomyGroup
- 14. Content Promotion 101 What is Content Promotion? • Content discovery and distribution system • Offers online readers content recommendations • Help your audience discover interesting and relevant content • Add a new revenue stream • Recommend content from high-quality third-party providers www.Matomy.com | @MatomyGroup
- 15. The Advertiser Advantage Audience Development • • Expand reach to relevant audiences interested in your brand Increase reach and engagement of your content through a CPC model Increased Brand Awareness • • Promote content on major publisher websites alongside industry thought leaders Grow brand awareness via a noninvasive, non-disruptive fashion www.Matomy.com | @MatomyGroup
- 16. The Publisher Advantage Content Monetization • • • Monetize your content via a “native” ad unit Increase overall page CPMs Generate additional revenue by offering high-quality content from other publishers and advertisers Reader Engagement • • Extend reach and lifetime value of your content Increase time on site by driving traffic to relevant recommended content www.Matomy.com | @MatomyGroup
- 17. Industry Landscape Native Advertising in 2014 www.Matomy.com | @MatomyGroup
- 18. Industry Landscape When it comes to the FTC’s regulation of native advertising the lines can be blurry. Here are a few ways to prevent getting caught in the crosshairs: 1. Don’t Preach. Make the whole approach to selling be about the experience. 2. Deliver the goods. Help your audience solve a problem. If there is no value in your ad, you will hear about via social media. 3. Talk to your audience. Open a channel for engagement, not advertising. www.Matomy.com | @MatomyGroup
- 19. Content Promotion In Action 18 www.Matomy.com | @MatomyGroup
- 20. Content Promotion Gone Wrong Overview • September Shape magazine native ad/article published under heading of “News” promoting its Shape Water Boosters product. • National Advertising Division determined Shape “blurred the line between advertising and editorial content in a way which could confuse consumers” 19 www.Matomy.com | @MatomyGroup
- 21. Content Promotion Best Practices 1. 2. The Sticky Factor — Protect your brand. Develop organic content that is relevant to your audience/customers and keeps your user stuck on your website. 3. Title/Headline — Keep the brand name out of it. Use questions that create intrigue and make the user want to click. 4. Headline Moderation – Keep the headline short but interesting. 5. 20 Use Really, Really Good Content — Blog Posts, Articles, Slideshows, Positive Reviews, Video Content, etc. Media Type — Include media type keywords in headline: [INFOGRAPHIC]; [VIDEO] www.Matomy.com | @MatomyGroup
- 22. QUESTIONS?
- 23. Stay Connected Daryl Colwell Senior Vice President Matomy Media Group E: [email protected] www.Matomy.com | @MatomyGroup
- 24. Thank You