promoting content to get more views and leads
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TRANSCRIPT
Nobody Views Your Content (Here’s How to Fix This)
A Fireside Discussion with Taboola and Scripted
Who We AreEric MacCollMarketing DirectorScripted.com
Andrew MilkDirector of Sponsored ContentTaboola.com
The new way to create original content
Distribution Challenges
• Cost• Scale• Measurement
YouTube channels
Brand microsites
Distribution through Content Discovery
Blogs
Articles/Blogs
Pictures/Slideshows
• Tips & tricks• Ordered lists• Industry secrets• Earned media• Positive reviews• Before & after
• Celebrity • Food recipes• Fashion & style ideas• Funny/unbelievable
• How-to…• Behind-the-scenes• Exclusive interviews• Authentic, funny
What Kind of Content Works Best?
Videos
DESKTOP TV MOBILETABLET
Design Content for Mobile Consumption
Increase CTR -- Creative Optimization
Increase CTR -- Creative Optimization
Headlines Are (Almost) Everything
The new way to create original content
1. Who Else Wants [blank]?
2. The Secret of [blank]
3. Here is a Method That is Helping [blank] to [blank]
4. Little Known Ways to [blank]
5. [Do something] like [world-class example]
Headlines Are (Almost) Everything
The new way to create original content
Achieving Scalability -- KPIs & Measurement
Content Marketing Challenges
The new way to create original content
The new way to create original content
Content Marketing is More Than Creation
Planning
Creating
PromotingMeasuring
Optimizing
B2B Success Metrics
The new way to create original content
Good: Web Traffic + Social Shares + SEO Rankings
Best: Lead Quality, Opportunity Quantity, and Pipeline
The Layers of Written ContentThought-
leadershipLong-form
content
Newsworthy/trend content
Evergreen content
The new way to create original content
Data-driven articles, eBooks, webinars
Expert Interviews, case studies
ExOp-Ed, day-of articles
How-to articles, Liscticles, 5 Ways to...
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Content Matrix Defined
Who
Why
What
When
Scripted’s Themes
The new way to create original content
November: Audience Development
Content Types
The new way to create original content
“We all have different appetites
and different attention spans.”- Andy Smith, The Dragon Fly Effect
2014 and Content
The new way to create original content
• Social media is most common content (87%)
• Blog content (76%)
• Case studies (73%)
Distribution Channels 1. Organic Social Media2. Syndication Partners3. Guest Publications4. Newsletter/Email5. Sponsored Syndication6. Paid Social Media7. Paid Content Discovery
The new way to create original content
Questions?Eric MacCollMarketing [email protected]@marketingeric
The new way to create original content
Andrew MilkDirector of Sponsored [email protected]