Summary: Promotion across paid, owned, and earned media on #SEOchat

Moderator: @lisabuyer

@lisabuyer   Did you know 90% of B2C marketers and 93% of B2B marketers are creating content? Scary stats!

What does content promotion mean to your brand?

@BrockbankJames   Content promotion is the harder 50% of content marketing, the real work! Getting content in front of those who want it!

@cjeinATL   Content Promotion is a huge part of our marketing. Valuable content helps us build trust/authority with potential.

@jedkent   Proper content promotion means everything. Even incredible pieces of content often require that exposure nudge.

@victorpan   It means getting the right message to the right people. The stuff can be your own, or it could be from others -either way, the end goal is to become a trusted source and not a spammer

@JennineMiller   Well content promotion definitely makes the time you spend creating the content worth it. No promo = no pay-off

@crbawden   We’re a visual communication company, promoting our content means promoting ourselves.

@BruceClayInc   Promoting other people’s content that’s relevant to your subject builds connections and authority. Not just your own. Also, good content promotion = sharing content where your audience is to increase brand awareness and revenue opportunities.

@parallelpath   Content promotion is about finding the best places to reach our target audience & how to best serve them info they need.

@ClairWyant   Think about your audience, what captivates them, will engage with and share.

@KristiKellogg   Content promotion is strategically sharing links across #socialmedia platforms, issuing press releases, and doing interviews.

@MirandaM_EComm   Actually @larrykim just put out a monster post on his Pubcon preso on content promo.

What are some examples of your content promotion goals & why? Ex. increase targeted leads, inbound links, sales?

@8keith   Increased leads for sure .. but also to build authority.

@cjeinATL   Social Engagement and traffic are two metrics that let us know users find content worthwhile. Sales Leads aren’t bad either!
@lisabuyer   What platforms do you use to measure?

@lysachester   Some of our goals are to increase engagement with our audience and increase ROI

@JennineMiller   Brand awareness & build authority which will hopefully lead to conversions at some point.

@BrockbankJames   Everything from increased social shares and traffic to long-tail rankings and leads!

@Garberson   Our content goals should reflect goals in @googleanalytics.

@NewWaveMediaInc   Drive conversions (social engagement, sales, traffic) and most importantly, to build trust with the target audience.

@MirandaM_EComm   Re goals, very different depending on end goal – brand building, sales, authority, building relationships, etc.

@BruceClayInc   Content promotion goals include branding, newsletter signups, and driving traffic to our site.

@jedkent   All of the above? Audience engagement, authority, brand loyalty, repeat visitors, lead capture.

@VirginiaNussey   I consider my content successful when shares/reach and comments are high.

@victorpan   Reach, leads, and links. PR, $, and SEO correspondingly. There’s also a “relationship” element. That relationship could be new business ops, RSS subscription, or even comments on your blog.

@lancemoore22   Facebook and Google are my most used.

Today it’s pay to play. What paid outlets do you find work well for content promotion?

@DragonSearch   Build authority & community! Content promotion is the conversation.

@ClairWyant   It depends on the objective of the particular campaign, social media engagement, website traffic, e-mail list subscribers.

@parallelpath   Different content has different goals, but generally we’re looking to build awareness, drive traffic, & build leads.

@mattgratt   In our market (other digital marketers & SEOs), Twitter Ads have worked the best.

@jedkent   Boosted posts on Facebook, @Outbrain, and @Revenuecom are some of my favorites.

@JennineMiller   Facebook was great but now having to re-evaluate some campaigns. Loving all of the options w/ Twitter!
@ClairWyant   You have to reevaluate Facebook daily, at the rate of all the changes.

@BruceClayInc   We pay for #Facebook ads, and we are looking into advertising on #Twitter and #LinkedIn.

@MirandaM_EComm   Re pay to play content – Have had great success on FB for tourism & local biz client content. LinkedIn, not at all. YouTube true view ads have also been great for marketing specific regions and activities in tourism industry.

@parallelpath   We’ve been growing our use of social ads. Twitter lead gen cards have been useful for guide/whitepaper downloads.

@VirginiaNussey   I’ll be interested to see what the paid amplification offerings are when Google+ finally releases some.
@parallelpath   Same here. Posting in G+ communities has done great things for our blog traffic. Paid could be great.
@ClairWyant   I’ve heard some good results via Google+, plus myself. Patience needed more so compared to other social networks.
@paulaspeak   Communities are great! Another G+ idea (from @stephanhov): paste URL into search, find people talking about it, join.

@DigiMatt   News recommendation like @Outbrain or @taboola are winners for content promotion hands down. Shares + sales.

@mattgratt   Channels are different for everybody. Case study is here

@Cloud9Creationz   Not everyone who likes your page on facebook makes repeat purchases! Promoted post ads help reach new buyers

@JennineMiller   Experiment w/ some different tactics, check out pg. 27 for great examples.
@parallelpath   Twitter has really improved their ad offerings this past year. Lead gen cards & audience targeting are great.

@shuey03   We use twitter ads, facebook sponsored posts, zemanta, outbrain, stumbleupon paid discovery, and a few others.

@ScottACroom   G+ is less traffic but higher quality for us.

@victorpan   I’ve managed to create below-industry-benchmark ads wherever I go and tested ugly with uglier. #abtestbadwithbad #failure

@MirandaM_EComm   Sponsored Posts on FB are hands-down winners… Newsfeed ads next, but sidebar ads suck for content promo.

@DragonSearch   We dabble in social ads across the board (FB, TW, LI) – success depends on the quality of ad & where your audience is!

How can we earn organic reach for content with today’s state of search?

@mattgratt   Get on page SEO right, get lots of eyeballs, engagement signals, and links through paid and earned promotion.

@DigiMatt   Bi-product of great promotion if no audience. Great audience interaction and be human if got audience already

@KristiKellogg   Establish authority as an author and consistently produce high quality content.

@lancemoore22   I believe quality content is the best approach.

@Garberson   Google+ offers some powerful tools but like was said earlier, you have to be where the people are.
@maryi   I think the G+ views are misleading. Here’s an article from @marktraphagen who researched them.

@JennineMiller   Brand advocates, good keywords, SEO, using owned sources and promoting through personal pages too.

@ReidBandremer   Provide good answers to questions people are asking. (Good keyword research followed by good content).

@lisabuyer   @Mattcutts said at #SMX that quantity of content is not as important as quality of content. Agree?
@BrockbankJames   quality content is ALWAYS the best approach!
@KristiKellogg   AGREE. 1 thoughtful article a week is 10 times better than 7 fluffy articles.
@JennineMiller   Agree. 1 great piece can go viral while 1,000 bad ones lead to bounces & don’t earn trust. Clear choice.
@victorpan   agree. Look at all these other IM bloggers who’ve had the same experience.

@paulaspeak   Cross-channel marketing. Slightly alter and amplify same content on multiple social platforms & cross promotion.

@BruceClayInc   Organic reach is earned by creating compelling content that anticipates readers’ needs. If it deserves to be shared, it will be.

@parallelpath   Starts with great content that your audience is interested in & truly helps them with a problem/need.

@jedkent   Outstanding content, which leads to brand advocates, which leads to links and expanded organic reach.

@victorpan   Tell stories, don’t push them – you don’t pick ideas off of a store shelf because it’s on discount. Pull them in.

@MirandaM_EComm   Optimized content (for search & for networks), media & social relationships, planning to promote while creating. Quality is important, but Google isn’t perfect at gauging quality… optimization also critical.

@ScottACroom   Tell compelling, quality, actionable stories to hook people. Don’t reinvent the wheel. Jeez. #SEOchat I prefer 66% original 33% repost.

@VirginiaNussey   Bruce Clay said the other day: every piece of content we publish that isn’t great erodes the brand.

Any tips/tricks for share rate optimization? What CTAs does your content have?

@ericlanderseo   Always start with the simple things like OpenGraph and Twittercard support. Sharing should be beautiful.

@DigiMatt   click to tweets are great actions in right areas. Social remarketing can be really smart here too

@MirandaM_EComm   Key words for shares – be careful not to abuse a la Upworthy. Best CTA is connecting in a way that makes them want to tell their friends how awesome your content is. Figure out the objective: to teach, inspire, anger, shock – if you accomplish it, you get shares.

@JennineMiller   I’ve been seeing great results using Flares. Really increases ease of sharability & keeps it in front of their faces.

@BruceClayInc   One tactic to increase shares is to use @clicktotweet on tweet-worthy moments w/in your content.

@maryi   Create relationships with social media influencers & include them in your content. If written well they will share it.

@ReidBandremer   Know your audience’s channels. B. Create “remarkable” content. Remembers that emotion evokes action, so evoke emotion. d. Make content easy to share.

Do you promote content through email? What tool/service have you tried? Pros & cons?

@ScottACroom   Depends. Some clients LOVE email blasts and newsletters. Not 1 size fits all solution. Like MailChimp but not married to it.

@MirandaM_EComm   MailPoet WYSIWYG WP plugin, takes out the middle man in email newsletters. So good.

@BruceClayInc   We use @ConstantContact to promote our monthly #SEO newsletter.

@cjeinATL   Depends on the content and how it’s packaged. I personally like the way @Moz shares the top 10 articles via email.

@JennineMiller   Just got into Feedblitz for email. Good once you catch on but not as user-friendly as say Constant Contact but good automation.

@lancemoore22   I began on MailChimp. I LOVE IT! It’s super easy to use and their are many applications to it. What do you use?
@lisabuyer   We use @feedblitz (sort of complicated) and @constantcontact but I hear good things about @mailchimp
@NewWaveMediaInc   @MailChimp is awesome, awesome reporting options and flexible design options.
@ScottACroom   @mailchimp is the @wordpress of email marketing. Yes, I mean that as a compliment.

@parallelpath   Email is definitely great for promoting content. We’ve had great results with @HubSpot for recent email campaigns.

@ClairWyant   Last place I worked at sent 10 different e-mails (some daily, some weekly), directing users to the website. Massive success.

@jedkent   Without question, though frequency typically depends on the pace of change in your industry. I like @MailChimp and @aweber, personally.

@ReidBandremer   Big fan of tagging all email links so we can see in Analytics what email visitors are doing *after* they click.

Fashion Report: What’s O-U-T for content promotion? Share some fads with limited ROI.

@MirandaM_EComm   ooh I like this one. Article submission, press releases that aren’t news, crappy infographics that say nothing, to start. Also, regurgitating/spinning content, scheduling same post across multiple networks without tailoring to audience. Also out for content promo: “cold call” pitches to bloggers & media, asking too much, emailing 5 times. Don’t do that.

@ericlanderseo   Paid promotion, artificial shares and even Facebook (see @Eat24) Content without influence marketing plans fail.

@JennineMiller   Same Tweet over & over. Link to the same content but please, come up w/ some different teasers! I promise, it’s worth it.

@Garberson   Top 10 list fluff is (ever so slightly) beginning to be so last season.

@JennineMiller   Oooh haven’t seen it lately but remember when buying followers & likes was a big deal? Led to a lot of spam.

@ericlanderseo   RSS Syndication, Blind user tagging & scheduled posts. No one likes consecutive posts from the same user in timeline.

@parallelpath   Simply posting links on your social channels offers little. Need to post in ways that capture & address needs.

@jedkent   Don’t rely on StumbleUpon if you’re hoping to convert a high percentage of visitors.
@ericlanderseo   We’ve seen some strong success (organically) 4-7 months after organic SU submission and inclusion.

@ScottACroom   RSS, bs press releases, QR codes. All fads that need to die.

@ReidBandremer   I’m sick of #content that is not different or better than what’s already out there. Quantity out. Quality in.

@BruceClayInc   Shares that DON’T strategically utilize graphics and hashtags are OUT.

Typically content sees the most engagement in the first 3 days. How do you promote during that time?

@BruceClayInc   We promote on #Twitter and #GooglePlus. We also issue a #Facebook ad, and try to post to #LinkedIn, as well.

@mattgratt   We make a launch plan that includes paid ads, lots of outreach, and using our owned stuff – email, social, etc.

@Garberson   Prepromoting content and building interest before release is even more important. Particularly with traditional news media which is tough these days: exclusive stories, “save some space” tips, etc.

@mattgratt   The key is definitely planning it like a product launch – and executing it like a product launch.

@MirandaM_EComm   Across your social networks, tag anyone mentioned (sources cited), in relevant groups on LI, G+, FB, tweet with hashtags. Depending on content object, may also pitch to media. HAS to be newsworthy though.

@ericlanderseo   News syndication (if site has trust), emails to influencers and influencer targeting active persona models (SMM).

@KristiKellogg   You can use @HaikuDeck or @Pixlr to make amazing graphics to go with each #socialmedia share! Graphics=increased engagement.

@JennineMiller   A lot on social. A few variations of Tweets, a Facebook and G+ post and definitely share in relevant G+ communities.

@ReidBandremer   One thing is to reach the cliques where important key influencers before the critical post-content-launch period is over.
@mattgratt   Most people suffer from too little planning, and not too few tactics. Organization and execution win.

@8keith   I started using graphics – engagement is up hundreds of percent.

@parallelpath   Initial content announcements/posts, then adapt the messaging based on what audience is reacting best to.

@jedkent   Boosted post on Facebook. Updates on Google+ (profile & communities). Updates on LinkedIn (profile, company page & groups).

Faves Books and Blogs! Share your GO TO resources when it comes to content best practices?

@cjeinATL   The book @BruceClayInc and @MurrayNewlands put out about Content Marketing for Pros is a Great read!
@BruceClayInc   Thanks @cjeinATL! Glad you’re loving it :)Content Marketing Strategies for Professionals

@parallelpath   Always been big on @MarketingProfs & @sewatch.

@ericlanderseo   Just borrowed “Why Your Network Is Your Net Worth” from library & while dated, enjoying it.

@mattgratt   @stephbeadell and I shared a lot of our experiences and what we’ve seen working here.

@crbawden   http://level343.com has some good unique content and advice.

@MirandaM_EComm   I write at @WordStream blog & @smbmktgtips so I like them! lol I read @marketingland, @moz, @toprank, @marketingprofs & more. Also good content reads: @copyblogger, @jaybaer, @CMIContent, @ContentHackers, @jchernov.

@JennineMiller   Shameless self-plugin – http://www.socialprchat.com . Also digging @Bruceclayinc @Moz @BuzzStream @DigitalBootcamp @SimplyMeasured

@8keith   The book @BruceClayInc and @MurrayNewlands put out about Content Marketing for Pros is a Great read!

@ClairWyant   Read a bunch for SEO, but strictly content purposes, those two. I tend to read websites, not books, due to daily/weekly changes.

@ericlanderseo   Love @wordstream for their community of writers and @larrykim in addition to @moz (YouMoz, too!) and @BruceClayInc

@jedkent   Some of my favorite reads include @Moz, @KISSmetrics, @buffer, and Social Triggers (@derekhalpern).

@Syed_R_   @copyblogger membership is key but even their free ebooks alone are golden. @JoePulizzi book epic content marketing was solid

@mattgratt   Personally I like Convince & Convert, everything @dougkessler writes, the Ogilvy books, and @toprankblog. @simonpenson has some great slideshares on big content and promotion. @Noahkagan has good stuff on his blog.

@lancemoore22   I like http://churchm.ag/

@ScottACroom   Not really SEO related directly but I love the …That Doesn’t Suck marketing books and have read them lots http://ow.ly/voLpC

Shoutout! Who should we be following on Twitter when it comes to content promotion tips?

@JennineMiller   All of the #SEOchat Tweeps for sure! I made a list if anyone cares to access it: https://twitter.com/JennineMiller/lists/seochat

@cjeinATL   @lisabuyer, of course. @KristiKellogg, @MurrayNewlands just to name a few.

@paulaspeak   Fav reads daily – @sengineland @Marketingland and on Google+, anything by @marktraphagen @DavidAmerland @stonetemple

@MirandaM_EComm   Follow for content tips @larrykim, @egabbert, @lisabuyer, @michelelinn, @ArnieK, @ardath421

@Syed_R_   Blog-wise im an absolute fanboy for @Moz. content specific i think @contently is fantastic also.

Share you next event to learn more about content promotion?

@DigiMatt   @brightonseo is the next one I’ll be at. Plus I’m speaking…!

@BruceClayInc   Well, next Thursday, we’re hosting another content-driven #SEOchat – we’re talking about Brands as Publishers.

@ericlanderseo   Looks to be @socialmedia2day’s Story-Telling: To Crowdsource or Not to Crowdsource webinar on April 8th.

Comments

  1. Adam Roszak says:

    Really useful summary! Thank you for sharing this article!

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