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#INBOUND14 
How Content Promotion Changed Our Inbound Marketing Forever 
Chad Pollitt 
VP of Audience & Co-Founder, Relevance
VP of Audience, Co-founder 
@chadpollitt 
CHADPOLLITT
1 
Content Failure Fatigue 
2 
The Problem 
3 
The Solution 
4 
The Content Promotion Ecosystem 
5 
Success Stories 
6 
How it’s Done 
7 
How to Budget 
AGENDA
#INBOUND14 
1 
Content Failure Fatigue
#INBOUND14 
Great Content Goes Unread Every Day
#INBOUND14 
Only13Unique 
Views
#INBOUND14 
How Does It Make You Feel?
#INBOUND14 
Some people might feel ANGRY
#INBOUND14 
Others might just roll their eyes in FRUSTRATION
#INBOUND14 
A feeling of DISGUST would be perfectly normal, too
#INBOUND14 
Some people might feel DEMORALIZED or EMBARRASSED
#INBOUND14 
…Or maybe just THIS?
#INBOUND14 
2 
The Problem
#INBOUND14 
Every Minute of Every Day
#INBOUND14 
-Mashable 
Every Minute of Every Day
#INBOUND14 
-Mashable 
571websites are launched 
Every Minute of Every Day
#INBOUND14 
-Mashable 
571websites are launched 
350,000tweets are tweeted 
Every Minute of Every Day
#INBOUND14 
-Mashable 
571websites are launched 
350,000tweets are tweeted 
48hoursof YouTube videos are uploaded 
Every Minute of Every Day
#INBOUND14
#INBOUND14 
2.73 million 
blog posts are written and published daily 
The Content Promotion Manifesto 
Over
#INBOUND14 
Many Industries are Oversaturated with Content
#INBOUND14 
Facebook’s organic reach is at 6% and dropping 
-Ogilvy & Mather
#INBOUND14 
With other networks likely to follow suite
#INBOUND14 
42 of the top 50 SEO ranking factors are off-pageIncluding the top 12 factors overall 
-Moz, 2013 Search Engine Ranking Factors
#INBOUND14 
On-page content only has an indirect impact
#INBOUND14 
SEO is not something you do anymore, it’s what happens when you do everything else right
#INBOUND14 
The Internet is… 
a VERY noisy place for a brand to stand out and be found today
#INBOUND14 
37% 
of marketers believe they’re using their content effectively 
CMI 
Only
#INBOUND14 
This isn’t a CONTENT PROBLEM
#INBOUND14 
It’s an AUDIENCE PROBLEM
#INBOUND14 
So what should marketers do about it?
#INBOUND14 
Should they produce more content?
#INBOUND14 
How about increasing its quality?
#INBOUND14 
Brands can actually step down content production and step up distribution [promotion] to get better results 
Ryan Skinner, Forrester 
“
#INBOUND14 
Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates 
Ryan Skinner, Forrester 
“
#INBOUND14 
3 
The Solution: Content Promotion
#INBOUND14
#INBOUND14 
Media Relations
#INBOUND14 
Influencer Outreach 
Media Relations
#INBOUND14 
Influencer Outreach 
Bylined Articles 
Media Relations
#INBOUND14 
Influencer Outreach 
Bylined Articles 
Syndication 
Media Relations
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Native Newsletter
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Native Advertising 
Native Newsletter
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Native Advertising 
Native Social 
Native Newsletter
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Advertorials 
Native Advertising 
Native Social 
Native Newsletter
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Advertorials 
Native Advertising 
Native Social 
Native Newsletter 
Press Releases
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Advertorials 
Native Advertising 
Native Social 
Native Newsletter 
Social Media 
Press Releases
#INBOUND14 
Media Relations 
Influencer Outreach 
Bylined Articles 
Syndication 
Advertorials 
Native Advertising 
Native Social 
Native Newsletter 
Email 
Social Media 
Press Releases
#INBOUND14 
4 
The Content Promotion Ecosystem
#INBOUND14 
Content Promotion Tools 
bit.ly/promotion-ecosystem
#INBOUND14 
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read 
David Ogilvy, the “Father of Advertising” 
“
#INBOUND14 
• 
Business 2 Blogger 
• 
Blogsvertise 
• 
Markerly 
• 
GroupHigh 
• 
Syndicateads.net 
• 
Buysellads.com 
• 
IZEA 
• 
Adproval 
• 
Web.Blogads.com 
• 
BlogHer 
• 
Triberr 
Advertorial Networks
#INBOUND14 
5 
Success Stories
#INBOUND14 
How RodonBeats Chinese Pricing
#INBOUND14 
The RodonGroup 
Earned coverage from virtually every major media outlet 
“Cheaper than China” Ebook
#INBOUND14 
The RodonGroup 
…BECAUSE of an in-person endorsement from the POTUS
#INBOUND14 
Great content, lucky promotion and coverage
#INBOUND14 
The Greatest Hoodie Ever Made
#INBOUND14 
American Giant 
Earned coverage from Slate.com and Esquire
#INBOUND14 
15 to 20x 
increase in production and still barely met demand 
Inc.com 
forced a
#INBOUND14 
American Giant 
Very difficult to get media coverage for a product, but Bayard Winthrop pulled it off
#INBOUND14 
Great product and story with purposeful promotion
#INBOUND14 
Content that Advanced an Industry
#INBOUND14 
Slingshot SEO 
Earned coverage from academia, media outlets and industry influencers around the world
#INBOUND14 
Even an onstage endorsement from Rand Fishkin at INBOUND 2012
#INBOUND14 
Slingshot SEO 
Research and media relations enabled the study to advance an industry
#INBOUND14 
Great content and research with purposeful promotion
#INBOUND14 
Content promotion that drove eight- digits of incremental revenue
#INBOUND14 
Teradata 
Earned coverage from 46 media outlets and trade publications 
“Big Data Marketing Hero” Ebook
#INBOUND14 
Over 3 million media impressions 
25% landing page conversion rate 
30 global brand prospect meetings
#INBOUND14 
Teradata 
A full-on owned, paid and earned media blitz drove 36x return on investment
#INBOUND14 
Great content and promotion on all three media channels
#INBOUND14 
The Bottom Line for You?
#INBOUND14 
Start with GREAT Content and Promote It
#INBOUND14 
800+ incremental leads in 14 days from one mention on Inc.com
#INBOUND14 
6 
How it’s Done
#INBOUND14 
Research
#INBOUND14 
Define Personas 
Media Assessment 
Audience Assessment 
Content Assessment 
Influencer Identification 
Research
#INBOUND14 
Creative
#INBOUND14 
Create content and all supporting assets 
Creative
#INBOUND14 
Promotion
#INBOUND14 
Promotion 
Finalize Pitch Angles 
Editorial Outreach 
Influencer Outreach 
Paid Media 
Email 
Social Media
#INBOUND14 
Conversion
#INBOUND14 
A/B Testing 
Retargeting 
Marketing Automation 
Conversion
#INBOUND14 
7 
How to Budget for Content Promotion
#INBOUND14 
Half the money I spend on advertising is wasted; the trouble is I don’t know which half 
John Wanamaker, the “Father of the Modern Department Store” 
“
#INBOUND14 
63% 
of marketers believe they’re NOT using their content effectively 
CMI
#INBOUND14 
2013 Spending on Content Promotion
#INBOUND14 
2013 Spending on Content Promotion 
On Average, 
brands spent at least…
#INBOUND14 
15.2% 
of content marketing budgets on promotion 
Content Promotion Manifesto
#INBOUND14 
This is a Recipe for FAILURE
#INBOUND14 
DigitalRelevance Clients Spent
#INBOUND14 
DigitalRelevance Clients Spent 
40% of their content marketing budgets on promotion
#INBOUND14 
This is a Recipe for SUCCESS
#INBOUND14 
INBOUND 2014 SPECIAL OFFER 
Get your copy for FREE now before it hits Amazon! 
bit.ly/content-promotion-manifesto

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