Content Promotion and Distribution
Hey! I’m Emily.
This is Lucy.
“Who considers themselves to beinvolved in a ‘community’?
Content fuels social media, search engine optimization,
pay-per-click, etc. etc.
But at the core of content marketing, we’re building a
community.
Content Marketing & Communities
Going out to WHERE your audience spends timeand leading them to YOUR community is vital.
“When do you start thinking about your promotion and distribution
strategy?
Long form content needs supporting shorter content
Visual content needs a variety of share images
Crafting Purposeful Content
Ask yourself:Where does this piece of content hit in the buying cycle?What data do I need to properly target?What pixels and custom URLs need to be created and
implemented?What lead capture is the content pointing to?
PROMOTION DISTRIBUTION
If you don’t plan promotion and distribution strategy for a given
piece of content,
don’t even bother creating it.
PROMOTIONBeginner, intermediate, and advanced promotion tactics you can use today.
“Do the employees of your company know about your content efforts?
1136%Increase in reach with
one or more engagements
713%Increase in reach with
three or more engagements
Email updates to your social advocates.
Links to company’s
shares
Sample share copyContent URL
“Are you retargeting your visitors from Outbrain Amplify?
Manage Content > Add Multiple Content URLs + Titles >
Image Best Practices
Not great Better!
• Text heavy• No image or
blurry images
• Singular focus• Strong image
Title Best Practices
Yep, numbered lists still work.
But, questions followed by a
clear CTA perform just as well. (Sometimes
better.)
Don’t be afraid to go long! Outbrain
suggests anywhere
between 40 and 100 characters.
#
Campaigns need to run for at least 3 weeks to see peak performance.
Don’t be afraid to adjust!
We’ve seen improved CPC with early bid optimizations.
Bidding and Duration Best Practices
Campaign Settings >
Campaign Settings >
Identifying sessions from your promoted content is a great place to start, but you need to go a step further.
<script language='JavaScript'>var OB_ADV_ID=8332;var scheme = (("https:" == document.location.protocol) ? "https://" : "http://");var str = '<script src="'+scheme+'widgets.outbrain.com/obtp.js" type="text/javascript"><\/script>';document.write(str);</script>
Outbrain will create a conversion tracking pixel for you.
Conversion Tracking
Just copy + paste it into your site editor.(Or kindly ask your developer if he/she can assist.)
Add the remarketing tag to
your website
Remarketing in Google Display Network
Shared Library > Audiences
Add the remarketing tag to
your website
Create remarketing list
Remarketing in Google Display Network
Shared Library > Audiences > +Remarketing List
Add the remarketing tag to
your website
Create remarketing list
Build remarketing
campaigns that use your lists
Remarketing in Google Display Network
“Are you taking full advantage of Facebook Custom Audiences?
Install the Pixel Configure Audience Rules
Create an Ad
Setting Up Facebook Custom Audiences
Find your Custom Audience pixel
Installing the Pixel
Ads Manager > Custom Audience Pixel > Create a Pixel
Find your Custom Audience pixel
Select and then copy the entire pixel code
Paste the Custom Audience pixel into every page of your website
Installing the Pixel
Just copy + paste it into your site editor.(Or kindly ask your developer if he/she can assist.)
Give your Audience a Name and Description
Configuring Audience Rules
Don’t neglect your audience titles!
Figure out a structure you can apply to all of the audiences you create.
For example:Site Visitors – All Website – 30 Day Window
Give your Audience a Name and Description
Set a rule to shape your Audience
Configuring Audience Rules
Rules are a great tool to segment your custom audience even further.
Give your Audience a Name and Description
Set a rule to shape your Audience
Add a retention window
Configuring Audience Rules
Open Power Editor or Ads Manager
Creating Your Ad
Open Power Editor or Ads Manager
Click Create Ad
Creating Your Ad
Videos view campaigns are great if you want people to VIEW THE VIDEO.
i.e. if you use a video as your imagery in a clicks to website campaign, you won’t experience the same results.
However, we’ve seen that boosting a post on your timeline with a video actually gets you more views than running that same video through a video views campaign.
Open Power Editor or Ads Manager
Click Create Ad
In the Audience section, select your Audience
Creating Your Ad
Open Power Editor or Ads Manager
Click Create Ad
In the Audience section, select your Audience
Continue creating your ad
Creating Your Ad
Get creative with multiple image ads!
Lookalike Audiences
Reach people who are similar to your various custom audiences.
Tools > Audiences > Create Audiences >Create a Lookalike Audience
DISTRIBUTIONThree tactics everyone should use
today.
“Are your content creatorsreblogging on LinkedIn?
Huge network at your fingertips:
- Connections- Followers- Pulse- Updates
Content searchable by keyword in LinkedIn’s post search box.
LinkedIn Posts
Blog Results:
- 71 page views- 14 shares (via LinkedIn)- 0 comments
LinkedIn Results:
- 7,796 views- 420 post likes- 67 comments
Drop a note at the bottom of the post letting the readers know where the original content was published:
“Do you submit your visual content to aggregators?
Content Aggregators
Make a submission process you can repeat every time visual content goes live.
Include ‘social networks’ that you may not post on frequently.
ALL visual content deserves additional distribution!
- Visually- Scoop.it- Digg- Delicious- Stumbleupon
- /r/infographic- /r/infographics***- InfographicsArchives- CoolInfographics- Imgur
Where to submit:
“Are you taking full advantage ofLinkedIn SlideShare?
LinkedIn SlideShare as Lead-Gen
Capture leads at a specified point in your SlideShare content.
Customize lead form questions, select targeting and lead form placement.
Promote to increase conversions and load leads into your marketing automation system.
Collect Leads With SlideShare
Select your content
Collect Leads With SlideShare
Select your content
Customize Lead Form
Collect Leads With SlideShare
Select your content
Customize Lead Form Review
PROMOTION DISTRIBUTION
Employee Engagements
Maximize Outbrain Amplify ROI
Use Facebook Custom Audiences
ContentAggregators
LinkedInReblogging
SlideShare Lead Capture
WITH YOUR CONTENT PROMOTION AND
DISTRIBUTION!
Get out there and
SMASH FACES