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BEYOND MANUAL OUTREACH: How to Leverage All Distribution Channels Adria Saracino презентация

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1. BEYOND MANUAL OUTREACH: How to Leverage All Distribution Channels Adria Saracino
2. source
3. total visits: 322K social shares: 3,300
4. social shares: 110K total visits: 1.8M
5. total visits: 116K social shares: 26K
6. site mentions: 8 social shares: 34
7. site mentions: 11 social shares: 90
8. source
9. # emails sent: 50 distribution methods: 1
10. # emails sent: 91 distribution methods: 1
13. source
14. search engines review sites publishers company websites
15. search engines review sites publishers company websites
16. source
17. source
18. source
19. 43 WAYS TO GET YOUR CONTENT SEEN
20. PPC review sites publishers company websites
21. PPC review sites publishers company websites
22. GROUP ONE: OWNED MEDIA
23. 1 resource image credit Use tools to split test headlines
24. 1 resource resource Use tools to split test headlines
25. 1 resource Use tools to split test headlines
26. 2 source Make it easy for readers to share
27. 3 resource Test social CTAs within content
28. 4 source Optimize which CTAs to include
29. 5 resource image credit Install Open Graph Meta Protocol
30. 6 resource image credit Use Facebook Connect
31. 7 resource image credit Setup retargeting cookies
32. 8 resource resource Apply dynamic retargeting to email
33. 9 source resource Image credit See who embedded your videos
34. GROUP TWO: PAID MEDIA
35. PPC
36. Pay-Per-Click image source
37. 10 image source Prepare for ongoing management
38. 11 resource Remember to setup exclusions
39. 12 resource image credit Remember to set time limits
40. 13 source Leverage engagement ads
41. 14 source Promote your G+ page
42. 15 image credit Don’t miss out on retargeting
43. 16 resource image credit Use
44. 17 resource image credit Use
45. 18 source Try tools like Resonance
46. 19 source Try using Unruly
47. Paid Social Media image credit
48. source
49. 20 image credit Embrace the creepiness of Facebook
50. 21 * All logos link to company site Use tools to understand your audience
51. 21 Use tools to understand your audience * All logos link to company site
52. 22 source Target users by job title
53. 23 resource resource Create custom audiences on Facebook
54. 24 Target purchasers with related content
55. 25 resource Create lookalike audiences on Facebook
56. 26 source image credit Create
57. 27 Create high affinity target groups source image credit
58. 28 source image credit Keep an eye on FBNewswire
59. 29 resource image credit citation Use Twitter cards
60. 30 source source Hell, skip
61. 31 source Try Tubular Dashboard
62. 32 source Run ads on competing YouTube channels
63. Influencer Partnerships image credit
64. 33 Use tools that connect
65. 34 image credit Think beyond website coverage
66. 35 Setup retargeting pixel on blogger’s site image credit
67. Native Advertising image credit
69. source
70. source
71. source
72. source $50,000
73. source $30,000
74. source $50,000
75. source
76. source
77. 36 Leverage content distribution platforms * All logos link to company site
78. 37 source Keep an eye on Google
79. IS OUTREACH DEAD?
80. image source
81. social shares: 110K total visits: 1.8M
82. source
83. source
84. source
85. source
86. source THE #KLONTZINATOR @Britt_Klontz
87. GROUP THREE: EARNED MEDIA
88. 38 source Identify writers with amplification potential 1 2 3
89. 39 source Target bloggers that already follow you
90. 40 resource Use MailChimp to find similar email lists
91. BY ALL MEANS
92. source
93. source
94. source
95. source
96. source
97. source ?
98. image credit
99. SPENDS WEEKS TRACKING YOU DOWN
100. image credit
101. total visits: 322K social shares: 3,300
102. total cost: $800 source
103. total cost: $800 source
104. made us a credible source source @jsedmond
105. OUTREACH ON STEROIDS
106. 41 Use tools to find publishers * All logos link to company site
107. 41 Use tools to find publishers resource
108. 42 Target editors via LinkedIn source
109. 42 Target editors via LinkedIn source
110. 43 Target editors via Facebook resource
113. source
114. THANK YOU.

source

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BEYOND MANUAL OUTREACH: How to Leverage All Distribution Channels Adria Saracino

Слайд 1
BEYOND MANUAL OUTREACH:
How to Leverage All Distribution Channels

Adria Saracino

Слайд 2source

Слайд 3total visits: 322K
social shares: 3,300

Слайд 4social shares: 110K
total visits: 1.8M

Слайд 5total visits: 116K
social shares: 26K

Слайд 6site mentions: 8
social shares: 34

Слайд 7
site mentions: 11
social shares: 90

Слайд 8
source

Слайд 9# emails sent: 50
distribution methods: 1

Слайд 10
# emails sent: 91
distribution methods: 1

Слайд 11

Слайд 12

Слайд 13
source

Слайд 14search engines
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs

Слайд 15search engines
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs

Слайд 16
source

Слайд 17
source

Слайд 18
source

Слайд 19

43 WAYS TO GET
YOUR CONTENT SEEN

Слайд 20
PPC
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs

Слайд 21
PPC
review sites
publishers
company websites
emails
social media
word of mouth
billboards
TV
books
theaters
blogs

Слайд 22
GROUP ONE: OWNED MEDIA

Слайд 23
1
resource
image credit
Use tools to split test headlines

Слайд 24
1
resource resource
Use tools to split test headlines

Слайд 25
1
resource
Use tools to split test headlines

Слайд 26
2
source
Make it easy for readers to share

Слайд 27
3
resource
Test social CTAs within content

Слайд 28
4
source
Optimize which CTAs to include

Слайд 29
5
resource
image credit
Install Open Graph Meta Protocol

Слайд 30
6
resource
image credit
Use Facebook Connect

Слайд 31
7
resource
image credit
Setup retargeting cookies

Слайд 32
8
resource
resource
Apply dynamic retargeting to email

Слайд 33
9
source
resource
Image credit
See who embedded your videos

Слайд 34
GROUP TWO: PAID MEDIA

Слайд 35

PPC
Social media
Influencer partnerships
Native advertising

PAID MEDIA OUTLETS

Слайд 36
Pay-Per-Click
image source

Слайд 37
10
image source
Prepare for ongoing management

Слайд 38
11
resource
Remember to setup exclusions

Слайд 39
12
resource
image credit
Remember to set time limits

Слайд 40
13
source
Leverage engagement ads

Слайд 41
14
source
Promote your G+ page

Слайд 42
15
image credit
Don’t miss out on retargeting

Слайд 43
16
resource
image credit
Use custom lists to target
users who completed a

certain action

Слайд 44
17
resource
image credit
Use custom combo lists to
target users who

visited specific pages

Слайд 45
18
source
Try tools like Resonance

Слайд 46
19
source
Try using Unruly

Слайд 47 Paid Social Media
image credit

Слайд 48source

Слайд 49
20
image credit
Embrace the creepiness of Facebook

Слайд 5021
* All logos link to company site
Use tools to understand

your audience

Слайд 5121
Use tools to understand your audience
* All logos link to

company site

Слайд 52
22
source
Target users by job title

Слайд 53
23
resource
resource
Create custom audiences on Facebook

Слайд 54

24
Target purchasers with related content

Слайд 55
25
resource
Create lookalike audiences on Facebook

Слайд 56
26
source
image credit
Create lookalike audiences
based off users who visited content

Слайд 57
27
Create high affinity target groups
source
image credit

Слайд 58
28
source
image credit
Keep an eye on FBNewswire

Слайд 59
29
resource
image credit
citation
Use Twitter cards

Слайд 60
30
source
source
Hell, skip the content promo
& go straight to the

buy

Слайд 61
31
source
Try Tubular Dashboard

Слайд 62
32
source
Run ads on competing YouTube channels

Слайд 63
Influencer Partnerships
image credit

Слайд 64
33
Use tools that connect you with bloggers
* All logos link

to company site
additional tools

Слайд 65
34
image credit
Think beyond website coverage

Слайд 66
35
Setup retargeting pixel on blogger’s site
image credit

Слайд 67
Native Advertising
image credit

Слайд 68

Слайд 69
source

Слайд 70source

Слайд 71source

Слайд 72source
$50,000

Слайд 73
source
$30,000

Слайд 74
source
$50,000

Слайд 75
source

Слайд 76
source

Слайд 77
36
Leverage content distribution platforms
* All logos link to company site

Слайд 78
37
source
Keep an eye on Google

Слайд 79

IS OUTREACH DEAD?

Слайд 80
image source

Слайд 81social shares: 110K
total visits: 1.8M

Слайд 82
source

Слайд 83
source

Слайд 84
source

Слайд 85source

Слайд 86source
THE #KLONTZINATOR
@Britt_Klontz

Слайд 87
GROUP THREE: EARNED MEDIA

Слайд 88
38
source
Identify writers with amplification potential
1
2
3

Слайд 89
39
source
Target bloggers that already follow you

Слайд 90
40
resource
Use MailChimp to find similar email lists

Слайд 91
BY ALL MEANS

TELL ME MORE ABOUT THE
CONTENT YOUR COMPANY CREATED
source

Слайд 92
source

Слайд 93
source

Слайд 94
source

Слайд 95
source

Слайд 96
source

Слайд 97
source
?

Слайд 98
image credit

Слайд 99
SPENDS WEEKS TRACKING YOU DOWN

THEN CALLS IT SERENDIPITY.
image credit

Слайд 100
image credit

Слайд 101total visits: 322K
social shares: 3,300

Слайд 102 total cost: $800
source

Слайд 103 total cost: $800
source

Слайд 104 made us a credible source
source
@jsedmond

Слайд 105
OUTREACH ON STEROIDS

Слайд 106
41
Use tools to find publishers
* All logos link to company

site

Слайд 107
41
Use tools to find publishers
resource

Слайд 108
42
Target editors via LinkedIn
source

Слайд 109
42
Target editors via LinkedIn
source

Слайд 110
43
Target editors via Facebook
resource

Слайд 111

Слайд 112

Слайд 113source

Слайд 114

THANK YOU.

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