the five pillars of power publishing · tie posted, persona campaign, content type, channel and...

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The Five Pillars OfPower Publishing

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WELCOMELet’s get started

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Ann HandleyChief Content OfficerMarketing Profs

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Barry FeldmanFounderFeldman Creative

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Paul ShirerChief Technology OfficerPowerPost®

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Marisa LatherDirector of Content & PublishingPowerPost®

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HAVE A QUESTION?Ask Us At #AskPowerPost

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Brand publishing has emerged

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“I believe the new media model and the new marketing

model are exactly the same. If you want to build an

audience and then monetize it, you absolutely

want to think about being a publisher.”

Joe Pulizzi

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Selling a product – no problem.But a publisher?

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“Only 30% of B2B marketers say their organizations are

effective at content marketing, down from 38% last year.”

Content Marketing Institute 2016 Report

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The Way Forward:

Five Pillars of Power Publishing

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2. WORKFLOW

1. CONTENT

3. DISTRIBUTION

4. CONVERSION

5. ANALYTICS

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Pillar One:

CONTENT

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POWER PUBLISHERSconsistently publish quality content that

drives audience growth & conversion

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RESONATEand differentiate

your content

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“Bigger, bolder, and braver.”

Ann Handley

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GOAL:Publish consistently

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“One of the key things the best ones do is stay consistent.

They’re relentless. They produce content on a

regular basis that builds an audience over time.

I think too many people give up too early.”

Steve Rayson, Buzzsumo

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Content Pillar Takeaways

• Find your audience

• Use a variety of sources

• Pillar-ize, repurpose

• Differentiate and resonate

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Pillar Two:

WORKFLOW

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Power publishers employ scalable processes with a team.

“The best in the business are serious. They think like

publishers. And like publishers, they have tools.

They have systems and workflows and teams.”

Andy Crestodina, Orbit Media

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Plan the Cadenceof your content

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“If your goal is to deliver an experience better than one size

fits all – or worse, all sizes fit none – you need to treat your

content strategy as more than a hand wave. You need an

architectural approach to your content supply chain.”

Jake Sorofman, Gartner

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Workflow Pillar Takeaways

• Make publishing your mission

• Plan your content around your audience, channels and key events

• Use tools to optimize collaboration and communication

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Pillar Three:

DISTRIBUTION

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Power Publishersmaster distribution

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Expandyour channel mix

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What content distribution channels are marketers adding in

the next year?

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Distribution Pillar Takeaways

• User automation and intelligence

• Tailor content to different channels

• Expand your channel mix

• Adjust for devices

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Pillar Four:

CONVERSION

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Power Publishers Generate Leads

Hubspot says 59% of marketers rely on total lead volume as a top metric

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From lead engagement to lead generation?

Whatis conversion?

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Content Marketing Funnel

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Gated Content: friend or foe?

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Conversion Pillar Takeaways

• Leads are most marketers number one goal

• What is a lead?

• Content magnets for different stages of the funnel

• Consider the effectiveness and need for gated content

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Pillar Five:

ANALYTICS

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Power Publishersdepend on marketing metrics

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Artificial intelligencein analytics

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Analytics Pillar Takeaways

• Use available intelligence metrics

• Measure and track post performance

• Segment your reports according to channel, tie posted, persona campaign, content type, channel and more

• Consider workflow efficiency and bottlenecks

• Customize your reports according to your audience

• Track publishing efforts down the funnel

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Learn more about how PowerPost

turns brands into Power Publishers

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