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BEYOND MANUAL OUTREACH: 
How to Leverage All Distribution Channels 
Adria Saracino
@adriasaracino 
#SEARCHLOVE 
source
total visits: 322K 
social shares: 3,300 
@adriasaracino 
#SEARCHLOVE
@adriasaracino 
#SEARCHLOVE 
total visits: 1.8M 
social shares: 110K
@adriasaracino 
#SEARCHLOVE 
total visits: 116K 
social shares: 26K
@adriasaracino 
#SEARCHLOVE 
site mentions: 8 
social shares: 34
@adriasaracino 
#SEARCHLOVE 
site mentions: 11 
social shares: 90
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
# emails sent: 50 
distribution methods: 1
@adriasaracino 
#SEARCHLOVE 
# emails sent: 91 
distribution methods: 1
@adriasaracino 
#SEARCHLOVE 
Content is king…
Content is king…but 
distribution is queen 
and she wears the pants. 
– Jonathan Perelman, Buzzfeed 
@adriasaracino 
#SEAR...
@adriasaracino 
#SEARCHLOVE 
source
publishers 
@adriasaracino 
#SEARCHLOVE 
books 
theaters 
search engines 
review sites 
company websites 
emails 
social m...
publishers 
@adriasaracino 
#SEARCHLOVE 
books 
theaters 
search engines 
review sites 
company websites 
emails 
social m...
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
43 WAYS TO GET 
YOUR CONTENT SEEN
publishers 
@adriasaracino 
#SEARCHLOVE 
books 
theaters 
PPC 
review sites 
company 
websites 
emails 
social media 
word...
publishers 
@adriasaracino 
#SEARCHLOVE 
books 
PPC 
review sites 
company 
websites 
emails 
EARNED 
social media 
word o...
GROUP ONE: OWNED MEDIA 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA 
@adriasaracino 
#SEARCHLOVE
@adriasaracino 
#SEARCHLOVE 
1 
resource 
image credit 
Use tools to split test headlines
@adriasaracino 
#SEARCHLOVE 
1 
resource 
resource 
Use tools to split test headlines
@adriasaracino 
#SEARCHLOVE 
1 
resource 
Use tools to split test headlines
@adriasaracino 
#SEARCHLOVE 
2 
source 
Make it easy for readers to share
@adriasaracino 
#SEARCHLOVE 
3 
resource 
Test social CTAs within content
@adriasaracino 
#SEARCHLOVE 
4 
source 
Optimize which CTAs to include
@adriasaracino 
#SEARCHLOVE 
5 
resource 
image credit 
Install Open Graph Meta Protocol
@adriasaracino 
#SEARCHLOVE 
6 
resource 
image credit 
Use Facebook Connect
@adriasaracino 
#SEARCHLOVE 
7 
resource 
image credit 
Setup retargeting cookies
@adriasaracino 
#SEARCHLOVE 
8 
resource 
resource 
Apply dynamic retargeting to email
@adriasaracino 
#SEARCHLOVE 
9 
source 
resource 
Image credit 
See who embedded your videos
@adriasaracino 
#SEARCHLOVE 
GROUP TWO: PAID MEDIA 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA
PAID MEDIA OUTLETS 
● PPC 
● Social media 
● Influencer partnerships 
● Native advertising 
@adriasaracino 
#SEARCHLOVE
@adriasaracino 
#SEARCHLOVE 
Pay-Per-Click 
image source
@adriasaracino 
#SEARCHLOVE 
10 
image source 
Prepare for ongoing management
@adriasaracino 
#SEARCHLOVE 
11 
resource 
Remember to setup exclusions
@adriasaracino 
#SEARCHLOVE 
12 
resource 
image credit 
Remember to set time limits
@adriasaracino 
#SEARCHLOVE 
13 
source 
Leverage engagement ads
@adriasaracino 
#SEARCHLOVE 
14 
source 
Promote your G+ page
@adriasaracino 
#SEARCHLOVE 
15 
image credit 
Don’t miss out on retargeting
@adriasaracino 
#SEARCHLOVE 
16 
resource 
image credit 
Use custom lists to target 
users who completed a certain action
@adriasaracino 
#SEARCHLOVE 
17 
resource 
image credit 
Use custom combo lists to 
target users who visited specific page...
@adriasaracino 
#SEARCHLOVE 
18 
source 
Try tools like Resonance
@adriasaracino 
#SEARCHLOVE 
19 
source 
Try using Unruly
@adriasaracino 
#SEARCHLOVE 
Paid Social Media 
image credit
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
20 
image credit 
Embrace the creepiness of Facebook
Use tools to understand your audience 
@adriasaracino 
#SEARCHLOVE 
21 
* All logos link to company site
@adriasaracino 
#SEARCHLOVE 
21 
Use tools to understand your audience 
* All logos link to company site
@adriasaracino 
#SEARCHLOVE 
22 
source 
Target users by job title
@adriasaracino 
#SEARCHLOVE 
23 
resource 
resource 
Create custom audiences on Facebook
@adriasaracino 
#SEARCHLOVE 
24 
Target purchasers with related content
@adriasaracino 
#SEARCHLOVE 
25 
resource 
Create lookalike audiences on Facebook
@adriasaracino 
#SEARCHLOVE 
26 
source 
image credit 
Create lookalike audiences 
based off users who visited content
@adriasaracino 
#SEARCHLOVE 
27 
Create high affinity target groups 
source 
image credit
@adriasaracino 
#SEARCHLOVE 
28 
source 
image credit 
Keep an eye on FBNewswire
@adriasaracino 
#SEARCHLOVE 
29 
resource 
image credit 
citation 
Use Twitter cards
@adriasaracino 
#SEARCHLOVE 
30 
source 
source 
Hell, skip the content promo 
& go straight to the buy
@adriasaracino 
#SEARCHLOVE 
31 
source 
Try Tubular Dashboard
Run ads on competing YouTube channels 
@adriasaracino 
#SEARCHLOVE 
32 
source
@adriasaracino 
#SEARCHLOVE 
Influencer Partnerships 
image credit
@adriasaracino 
#SEARCHLOVE 
33 
Use tools that connect you with bloggers 
* All logos link to company site 
additional to...
@adriasaracino 
#SEARCHLOVE 
34 
image credit 
Think beyond website coverage
@adriasaracino 
#SEARCHLOVE 
35 
Setup retargeting pixel on blogger’s site 
image credit
@adriasaracino 
#SEARCHLOVE 
Native Advertising 
image credit
A form of paid media in which 
the ad integrates seamlessly 
with the content and UX of 
the site in which it’s placed. 
–...
source 
@adriasaracino 
#SEARCHLOVE
source 
@adriasaracino 
#SEARCHLOVE
source 
@adriasaracino 
#SEARCHLOVE
@adriasaracino 
#SEARCHLOVE 
source 
$50,000
@adriasaracino 
#SEARCHLOVE 
source 
$30,000
source 
$50,000 
@adriasaracino 
#SEARCHLOVE
source 
@adriasaracino 
#SEARCHLOVE
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
36 
Leverage content distribution platforms 
* All logos link to company site
@adriasaracino 
#SEARCHLOVE 
37 
source 
Keep an eye on Google
IS OUTREACH DEAD?
@adriasaracino 
#SEARCHLOVE 
image source
total visits: 1.8M 
social shares: 110K 
@adriasaracino 
#SEARCHLOVE
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source 
THE #KLONTZINATOR @Britt_Klontz
GROUP THREE: EARNED MEDIA 
@adriasaracino 
#SEARCHLOVE 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA
1 
3 
@adriasaracino 
#SEARCHLOVE 
38 
source 
2 
Identify writers with amplification potential
@adriasaracino 
#SEARCHLOVE 
39 
source 
Target bloggers that already follow you
@adriasaracino 
#SEARCHLOVE 
40 
resource 
Use MailChimp to find similar email lists
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
source
@adriasaracino 
#SEARCHLOVE 
image credit
@adriasaracino 
#SEARCHLOVE 
image credit
@adriasaracino 
#SEARCHLOVE 
image credit
total visits: 322K 
social shares: 3,300 
@adriasaracino 
#SEARCHLOVE
total cost: $800 
@adriasaracino 
#SEARCHLOVE source
@adriasaracino 
#SEARCHLOVE 
total cost: $800 
source
@adriasaracino 
#SEARCHLOVE 
made us a credible source 
source 
@jsedmond
OUTREACH ON STEROIDS 
@adriasaracino 
#SEARCHLOVE 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA
@adriasaracino 
#SEARCHLOVE 
41 
Use tools to find publishers 
* All logos link to company site
@adriasaracino 
#SEARCHLOVE 
41 
Use tools to find publishers 
resource
@adriasaracino 
#SEARCHLOVE 
42 
Target editors via LinkedIn 
source
@adriasaracino 
#SEARCHLOVE 
42 
Target editors via LinkedIn 
source
@adriasaracino 
#SEARCHLOVE 
43 
Target editors via Facebook 
resource
@adriasaracino 
#SEARCHLOVE 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA
@adriasaracino 
#SEARCHLOVE 
EARNED 
OWNED 
MEDIA 
MEDIA 
PAID 
MEDIA
source
THANK YOU.
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Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 1 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 2 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 3 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 4 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 5 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 6 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 7 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 8 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 9 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 10 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 11 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 12 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 13 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 14 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 15 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 16 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 17 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 18 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 19 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 20 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 21 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 22 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 23 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 24 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 25 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 26 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 27 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 28 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 29 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 30 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 31 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 32 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 33 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 34 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 35 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 36 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 37 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 38 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 39 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 40 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 41 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 42 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 43 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 44 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 45 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 46 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 47 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 48 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 49 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 50 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 51 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 52 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 53 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 54 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 55 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 56 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 57 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 58 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 59 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 60 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 61 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 62 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 63 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 64 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 65 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 66 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 67 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 68 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 69 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 70 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 71 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 72 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 73 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 74 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 75 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 76 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 77 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 78 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 79 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 80 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 81 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 82 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 83 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 84 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 85 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 86 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 87 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 88 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 89 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 90 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 91 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 92 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 93 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 94 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 95 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 96 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 97 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 98 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 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Distribution Channels'  Slide 109 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 110 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 111 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 112 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 113 Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'  Slide 114
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Developing a content strategy is only half the battle — you also need to devise a plan for distributing your content to ensure it’s seen. Adria will talk you through the different distribution channels and the types of content and target demographics that are best for each. You'll walk away with a better understanding of how to develop a diverse distribution mix and the tools that you can try right away back in the office.

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Adria Saracino | SearchLove San Diego, 'How to Leverage All Content Distribution Channels'

  1. 1. BEYOND MANUAL OUTREACH: How to Leverage All Distribution Channels Adria Saracino
  2. 2. @adriasaracino #SEARCHLOVE source
  3. 3. total visits: 322K social shares: 3,300 @adriasaracino #SEARCHLOVE
  4. 4. @adriasaracino #SEARCHLOVE total visits: 1.8M social shares: 110K
  5. 5. @adriasaracino #SEARCHLOVE total visits: 116K social shares: 26K
  6. 6. @adriasaracino #SEARCHLOVE site mentions: 8 social shares: 34
  7. 7. @adriasaracino #SEARCHLOVE site mentions: 11 social shares: 90
  8. 8. @adriasaracino #SEARCHLOVE source
  9. 9. @adriasaracino #SEARCHLOVE # emails sent: 50 distribution methods: 1
  10. 10. @adriasaracino #SEARCHLOVE # emails sent: 91 distribution methods: 1
  11. 11. @adriasaracino #SEARCHLOVE Content is king…
  12. 12. Content is king…but distribution is queen and she wears the pants. – Jonathan Perelman, Buzzfeed @adriasaracino #SEARCHLOVE
  13. 13. @adriasaracino #SEARCHLOVE source
  14. 14. publishers @adriasaracino #SEARCHLOVE books theaters search engines review sites company websites emails social media word of mouth billboards TV blogs
  15. 15. publishers @adriasaracino #SEARCHLOVE books theaters search engines review sites company websites emails social media word of mouth billboards TV blogs
  16. 16. @adriasaracino #SEARCHLOVE source
  17. 17. @adriasaracino #SEARCHLOVE source
  18. 18. @adriasaracino #SEARCHLOVE source
  19. 19. 43 WAYS TO GET YOUR CONTENT SEEN
  20. 20. publishers @adriasaracino #SEARCHLOVE books theaters PPC review sites company websites emails social media word of mouth TV billboards blogs
  21. 21. publishers @adriasaracino #SEARCHLOVE books PPC review sites company websites emails EARNED social media word of mouth TV billboards OWNED MEDIA MEDIA PAID MEDIA theaters blogs
  22. 22. GROUP ONE: OWNED MEDIA EARNED OWNED MEDIA MEDIA PAID MEDIA @adriasaracino #SEARCHLOVE
  23. 23. @adriasaracino #SEARCHLOVE 1 resource image credit Use tools to split test headlines
  24. 24. @adriasaracino #SEARCHLOVE 1 resource resource Use tools to split test headlines
  25. 25. @adriasaracino #SEARCHLOVE 1 resource Use tools to split test headlines
  26. 26. @adriasaracino #SEARCHLOVE 2 source Make it easy for readers to share
  27. 27. @adriasaracino #SEARCHLOVE 3 resource Test social CTAs within content
  28. 28. @adriasaracino #SEARCHLOVE 4 source Optimize which CTAs to include
  29. 29. @adriasaracino #SEARCHLOVE 5 resource image credit Install Open Graph Meta Protocol
  30. 30. @adriasaracino #SEARCHLOVE 6 resource image credit Use Facebook Connect
  31. 31. @adriasaracino #SEARCHLOVE 7 resource image credit Setup retargeting cookies
  32. 32. @adriasaracino #SEARCHLOVE 8 resource resource Apply dynamic retargeting to email
  33. 33. @adriasaracino #SEARCHLOVE 9 source resource Image credit See who embedded your videos
  34. 34. @adriasaracino #SEARCHLOVE GROUP TWO: PAID MEDIA EARNED OWNED MEDIA MEDIA PAID MEDIA
  35. 35. PAID MEDIA OUTLETS ● PPC ● Social media ● Influencer partnerships ● Native advertising @adriasaracino #SEARCHLOVE
  36. 36. @adriasaracino #SEARCHLOVE Pay-Per-Click image source
  37. 37. @adriasaracino #SEARCHLOVE 10 image source Prepare for ongoing management
  38. 38. @adriasaracino #SEARCHLOVE 11 resource Remember to setup exclusions
  39. 39. @adriasaracino #SEARCHLOVE 12 resource image credit Remember to set time limits
  40. 40. @adriasaracino #SEARCHLOVE 13 source Leverage engagement ads
  41. 41. @adriasaracino #SEARCHLOVE 14 source Promote your G+ page
  42. 42. @adriasaracino #SEARCHLOVE 15 image credit Don’t miss out on retargeting
  43. 43. @adriasaracino #SEARCHLOVE 16 resource image credit Use custom lists to target users who completed a certain action
  44. 44. @adriasaracino #SEARCHLOVE 17 resource image credit Use custom combo lists to target users who visited specific pages
  45. 45. @adriasaracino #SEARCHLOVE 18 source Try tools like Resonance
  46. 46. @adriasaracino #SEARCHLOVE 19 source Try using Unruly
  47. 47. @adriasaracino #SEARCHLOVE Paid Social Media image credit
  48. 48. @adriasaracino #SEARCHLOVE source
  49. 49. @adriasaracino #SEARCHLOVE 20 image credit Embrace the creepiness of Facebook
  50. 50. Use tools to understand your audience @adriasaracino #SEARCHLOVE 21 * All logos link to company site
  51. 51. @adriasaracino #SEARCHLOVE 21 Use tools to understand your audience * All logos link to company site
  52. 52. @adriasaracino #SEARCHLOVE 22 source Target users by job title
  53. 53. @adriasaracino #SEARCHLOVE 23 resource resource Create custom audiences on Facebook
  54. 54. @adriasaracino #SEARCHLOVE 24 Target purchasers with related content
  55. 55. @adriasaracino #SEARCHLOVE 25 resource Create lookalike audiences on Facebook
  56. 56. @adriasaracino #SEARCHLOVE 26 source image credit Create lookalike audiences based off users who visited content
  57. 57. @adriasaracino #SEARCHLOVE 27 Create high affinity target groups source image credit
  58. 58. @adriasaracino #SEARCHLOVE 28 source image credit Keep an eye on FBNewswire
  59. 59. @adriasaracino #SEARCHLOVE 29 resource image credit citation Use Twitter cards
  60. 60. @adriasaracino #SEARCHLOVE 30 source source Hell, skip the content promo & go straight to the buy
  61. 61. @adriasaracino #SEARCHLOVE 31 source Try Tubular Dashboard
  62. 62. Run ads on competing YouTube channels @adriasaracino #SEARCHLOVE 32 source
  63. 63. @adriasaracino #SEARCHLOVE Influencer Partnerships image credit
  64. 64. @adriasaracino #SEARCHLOVE 33 Use tools that connect you with bloggers * All logos link to company site additional tools
  65. 65. @adriasaracino #SEARCHLOVE 34 image credit Think beyond website coverage
  66. 66. @adriasaracino #SEARCHLOVE 35 Setup retargeting pixel on blogger’s site image credit
  67. 67. @adriasaracino #SEARCHLOVE Native Advertising image credit
  68. 68. A form of paid media in which the ad integrates seamlessly with the content and UX of the site in which it’s placed. – Sharethrough @adriasaracino #SEARCHLOVE
  69. 69. source @adriasaracino #SEARCHLOVE
  70. 70. source @adriasaracino #SEARCHLOVE
  71. 71. source @adriasaracino #SEARCHLOVE
  72. 72. @adriasaracino #SEARCHLOVE source $50,000
  73. 73. @adriasaracino #SEARCHLOVE source $30,000
  74. 74. source $50,000 @adriasaracino #SEARCHLOVE
  75. 75. source @adriasaracino #SEARCHLOVE
  76. 76. @adriasaracino #SEARCHLOVE source
  77. 77. @adriasaracino #SEARCHLOVE 36 Leverage content distribution platforms * All logos link to company site
  78. 78. @adriasaracino #SEARCHLOVE 37 source Keep an eye on Google
  79. 79. IS OUTREACH DEAD?
  80. 80. @adriasaracino #SEARCHLOVE image source
  81. 81. total visits: 1.8M social shares: 110K @adriasaracino #SEARCHLOVE
  82. 82. @adriasaracino #SEARCHLOVE source
  83. 83. @adriasaracino #SEARCHLOVE source
  84. 84. @adriasaracino #SEARCHLOVE source
  85. 85. @adriasaracino #SEARCHLOVE source
  86. 86. @adriasaracino #SEARCHLOVE source THE #KLONTZINATOR @Britt_Klontz
  87. 87. GROUP THREE: EARNED MEDIA @adriasaracino #SEARCHLOVE EARNED OWNED MEDIA MEDIA PAID MEDIA
  88. 88. 1 3 @adriasaracino #SEARCHLOVE 38 source 2 Identify writers with amplification potential
  89. 89. @adriasaracino #SEARCHLOVE 39 source Target bloggers that already follow you
  90. 90. @adriasaracino #SEARCHLOVE 40 resource Use MailChimp to find similar email lists
  91. 91. @adriasaracino #SEARCHLOVE source
  92. 92. @adriasaracino #SEARCHLOVE source
  93. 93. @adriasaracino #SEARCHLOVE source
  94. 94. @adriasaracino #SEARCHLOVE source
  95. 95. @adriasaracino #SEARCHLOVE source
  96. 96. @adriasaracino #SEARCHLOVE source
  97. 97. @adriasaracino #SEARCHLOVE source
  98. 98. @adriasaracino #SEARCHLOVE image credit
  99. 99. @adriasaracino #SEARCHLOVE image credit
  100. 100. @adriasaracino #SEARCHLOVE image credit
  101. 101. total visits: 322K social shares: 3,300 @adriasaracino #SEARCHLOVE
  102. 102. total cost: $800 @adriasaracino #SEARCHLOVE source
  103. 103. @adriasaracino #SEARCHLOVE total cost: $800 source
  104. 104. @adriasaracino #SEARCHLOVE made us a credible source source @jsedmond
  105. 105. OUTREACH ON STEROIDS @adriasaracino #SEARCHLOVE EARNED OWNED MEDIA MEDIA PAID MEDIA
  106. 106. @adriasaracino #SEARCHLOVE 41 Use tools to find publishers * All logos link to company site
  107. 107. @adriasaracino #SEARCHLOVE 41 Use tools to find publishers resource
  108. 108. @adriasaracino #SEARCHLOVE 42 Target editors via LinkedIn source
  109. 109. @adriasaracino #SEARCHLOVE 42 Target editors via LinkedIn source
  110. 110. @adriasaracino #SEARCHLOVE 43 Target editors via Facebook resource
  111. 111. @adriasaracino #SEARCHLOVE EARNED OWNED MEDIA MEDIA PAID MEDIA
  112. 112. @adriasaracino #SEARCHLOVE EARNED OWNED MEDIA MEDIA PAID MEDIA
  113. 113. source
  114. 114. THANK YOU.
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Developing a content strategy is only half the battle — you also need to devise a plan for distributing your content to ensure it’s seen. Adria will talk you through the different distribution channels and the types of content and target demographics that are best for each. You'll walk away with a better understanding of how to develop a diverse distribution mix and the tools that you can try right away back in the office.

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