PUBCON 2014 - Content Promotion - Larry Kim, WordStream

100 %
0 %
Information about PUBCON 2014 - Content Promotion - Larry Kim, WordStream

Published on March 18, 2014

Author: WordStream

Source: slideshare.net

Description

THIS is how to promote your content!

CONFIDENTIAL – DO NOT DISTRIBUTE 1 Building Your Brand With Content Promotion! Larry Kim (@larrykim) Founder/CTO, WordStream, Inc. March 18, 2014

Epiphany #1: SEO is Terrible for Brand Building

Organic Search Success? • Blog does 600k Uniques / Month, +8.4% / month. Larry Kim (@larrykim) #wordstream #pubcon

SEO Success! (Or.. not?) Larry Kim (@larrykim) #wordstream #pubcon

Problem 1: Low Visitor Engagement Larry Kim (@larrykim) #wordstream #pubcon

Problem 2: Virtually No Branded Searches Larry Kim (@larrykim)

So Actually … Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #2: Build Your Brand with Content Promotion!

Content Promotion Case Study • +10,000 Press Pick-ups, +10M Pageviews • Huge Brand Exposure!! Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #3: Start With The End In Mind

Create Methodological Plan to Succeed Larry Kim (@larrykim) #wordstream #pubcon

Our Big Idea! Larry Kim (@larrykim) #wordstream #pubcon

“So What” Factor (Your Hook) Type of Publication Example Publications Hook / Angle Business WSJ, Motley Fool, Etc. Do FB Ads Work? Technology Wired, TheNextWeb, Techcrunch, etc. Who Actually Clicks on FB Ads? Small Business Small Biz Trends, Inc. Magazine, Entrepreneur Are FB Ads Effective Grow My Small Business? Marketing Search Engine Land, Marketing Profs, etc. How FB ads Compare to GOOG Display ads? Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #4: Promote Your Content! (It’s more work than you think)

Use Twitter for Pitching Media Larry Kim (@larrykim) #wordstream #pubcon

Pitch Influencers, Too. Larry Kim (@larrykim) #wordstream #pubcon

Include Visual Assets Larry Kim (@larrykim) #wordstream #pubcon

Pinterest Pretty Effective! Larry Kim (@larrykim) #wordstream #pubcon

Follow Up Stories! Larry Kim (@larrykim) #wordstream #pubcon

Pay Up! Larry Kim (@larrykim) #wordstream #pubcon

Promoted Posts on Twitter & Facebook Larry Kim (@larrykim) #wordstream #pubcon

Use Remarketing on Google Display Network 92% reach across millions of sites, videos and devices Sites Games VideoFeeds MobileSocial media Adsense publisher network • 204M visitors/month • 92% of U.S. internet users • 317B impressions/month • Hundreds of comScore 1000 sites Doubleclick ad exchange • Hundreds of premium publishers, with hundreds of millions of ad placements available every day Google O&O properties YouTube • 1B+ video views/day • 2nd largest search engine • 5% of all online time spent Google sites • Finance • Blogger 8.1M Display Network Larry Kim (@larrykim) #wordstream #pubcon

Typical Reach of Remarketing… 1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently Of the typical remarketing audience, find Reach them on between As they visit 20 or more pages on a typical day across 84% …within a month 10-18 days … or more out of the month 5-10 sites … of which all pages and sites have ad space available to Google Display Network buyers Larry Kim (@larrykim) #wordstream #pubcon

Seriously, Use Remarketing. • 43 Million Ad Impressions in a typical month • Display Ads = 50% of PPC Spend Larry Kim (@larrykim) #wordstream #pubcon

Repurpose & Syndicate Content Larry Kim (@larrykim) #wordstream #pubcon

Don’t Forget Television and Radio! Larry Kim (@larrykim) #wordstream #pubcon

Target International Press! Larry Kim (@larrykim) #wordstream #pubcon

Domino Effect of Content Promotion Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #4: Build Relationships with Influential People

Dan Barker’s Tweet Larry Kim (@larrykim) #wordstream #pubcon

I Drove The Press Coverage of That Tweet Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #5 A Note on Article Quality vs. Quantity

Quality Articles Win By a Landslide 4% of My Articles Generate Nearly Half the Page Views. How? Larry Kim (@larrykim) #wordstream #pubcon

Article Quality vs. Quantity. 1. 4% of content gets 85% of the social shares. 2. 5% of content get +95% of the high value links 3. So … Don’t Bother with all the Crap Content. Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #6 Be The Expert

Become a Columnist • #1 Columnist at Search Engine Land in 2013 • Over 400 articles on Search Marketing in 2013 Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #7 A Note on Effort & Skill Required. Is This Really Possible?

You Can Do It! Larry Kim (@larrykim) #wordstream #pubcon

Epiphany #8 What’s the Benefit of all this Content Promotion Work?!

Impact on Repeat User Rate • New Visitor Rate Fell From 79.8% to 66.63% • (Meaning, Visitors are Now Returning) Larry Kim (@larrykim) #wordstream #pubcon

Impact on User Engagement • Time on Site Increased from 1:33 to 4:35 (TRIPLED!!) Larry Kim (@larrykim) #wordstream #pubcon

Direct Traffic Larry Kim (@larrykim) #wordstream #pubcon • TRIPLED!!!

Content Promotion: Light Our Darkest Hour!! Larry Kim (@larrykim) #wordstream #pubcon

Your Questions Thank You PUBCON! Benchmark your AdWords account today! http://www.wordstream.com/google-adwords Larry Kim lkim@wordstream.com http://twitter.com/larrykim Larry Kim (@larrykim) #wordstream #pubcon

#wordstream presentations

Add a comment

Related pages

Content Promotion: How to Amplify Content ... - wordstream.com

Content Promotion: The Difference Between Brands with Fans & Anonymous Content
Read more

Join Me for 2 Sessions at Pubcon New Orleans! | WordStream

Join Me for 2 Sessions at Pubcon New Orleans! ... Content Promotion at Pubcon with Eric Enge, ... Larry Kim. Mar 19, 2014. donuts?
Read more

PUBCON 2014 - Content Promotion - Larry Kim, WordStream

3. Organic Search Success? • Blog does 600k Uniques / Month, +8.4% / month. Larry Kim (@larrykim) #wordstream #pubcon 4. SEO Success! (Or.. not?) Larry ...
Read more

Learn How Content Promotion Attracts PR the @LarryKim Way ...

... content promotion is the new king and learn Wordstream CEO Larry Kim ... How Content Promotion ... Pubcon New Orleans 2014. In an era of content ...
Read more

With Larry Kim, founder of WordStream Top 10 ... - SFIMA

With Larry Kim, founder of WordStream Top 10 Social Media Advertising Hacks of All Time. ... Content Promotion on a Budget: ...
Read more

WordStream | #SocialPR Chat via @LisaBuyer

... content promotion ideas primed to influence PR thanks to WordStream’s CEO Larry Kim presentation at Pubcon New Orleans 2014. In an era of content ...
Read more

The 4 Best Presentations from Pubcon 2014 | WordStream

If you missed Pubcon this year, we've got you covered -- here are the four best presentations from Pubcon Las Vegas 2014, with full decks from Larry Kim ...
Read more

Pubcon New Orleans 2014 review part 2: best presentations ...

Pubcon New Orleans 2014 review part 2: best presentations. ... PUBCON 2014 – Content Promotion – Larry Kim, WordStream from Internet Marketing Software ...
Read more